{
  "id": 6392747,
  "title": "Singapore-founded intimates brand Embrace grows North America footprint with major Nordstrom deal",
  "url": "https://urgent.news/2026/09/09/singapore-founded-intimates-brand-embrace-grows-north-america",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-09T06:01:21.000Z",
  "source": {
    "name": "The Business Times - Singapore",
    "slug": "the-business-times-singapore",
    "url": "https://www.businesstimes.com.sg/singapore/smes/singapore-founded-intimates-brand-embrace-grows-north-america-footprint-major-nordstrom-deal"
  },
  "original_language": "en",
  "account": "Singapore-based intimates brand Embrace has expanded its presence in North America, signing a major deal with Nordstrom, one of the largest department store chains in the United States. The company, founded by Claire Mercieca in 2022, currently generates up to 75% of its sales from North America, with the rest coming from Singapore and Hong Kong. Embrace’s founder and CEO admitted that she hadn’t been actively pursuing large retailers until Nordstrom approached them, making the deal a pleasant surprise. The brand focuses on premium intimates and maternity wear made from natural fibers, a niche that sets it apart in a competitive market dominated by fast fashion. Mercieca developed Embrace’s signature fabric, a custom blend of Supima cotton and Austrian MicroModal, after realizing many maternity and intimate apparel options irritated her skin due to synthetic fabrics. The company has warehouses in Singapore, New York, and Toronto, and recently expanded into women’s wear to tap into a growing market. Embrace’s women’s collection includes bra tops, which have been featured in The Wall Street Journal and The Strategist, and nursing bras, recognized by The Good Trade for their quality.",
  "summary": "The sustainable apparelcompany is betting on overseas demand and a broader womenswear range",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}