About Us

Market

Sabella, a fashion label wholly owned by Sabella Holding Sdn. Bhd is a Bumiputera company that started business in 2016 through the efforts of two young and brave Terengganurians, Siti Fatimah Abdul Samat and Mohd Sufian Sulaiman.

Sabella is a market leader for ironless kurung fashion label in Malaysia. The brand went viral among Malaysian consumers with the tagline #bajukurungtanpagosok. Sabella offers a kurung solutions to Malaysia women which comes with various designs of top-notch quality with affordable prices. Sabella fully operates as an e-commerce fashion brands and Sabella’s signature product. Queeny kurung, offers the taste of exclusivity and luxury.

Sabella has also become one of the pioneers in the fashion market that fully utilises the membership system as its channel of distribution. The reason behind the implementation of this type of distribution channel is to help others upgrade their lifestyle by generating income with Sabella as their plaform. To date, over 20,000 members are already registered with Sabella. With the vision to produce 1,000 millionaires among its members and being listed on Bursa Malaysia by 2025, Sabella is on track to achieve the vision as its current turnover for the first and second quarters of 2020 is in excess of RM30 million.

Achievements

The Sabella brand as well as its founder and co-founder, was recognised with the Most Consistent Achievement Titanium Award by Richworks International in 2018. Other than that, Sabella has produced three millionaires in 2019 where the total sales achieved by each of them for the consecutives years were over RM1.1 million. The brand management to help thousands of people, especially women entrepreneurs to receive passive income through Sabella’s platform. Many of its entrepreneurs managed to change their socioeconomic status to a higher standard that they are proud of. They also came from various background – such as housewifes, teachers, white and blue-collar employees and students. Sabella became one of the top companies under the supervision of Rickworks International Sdn. Bhd. with total sales of RM24.7 million at the end of 2019. In 2019, Sabella celebrated its members’ achievement by rewarding them with Umrah packages, gold jewelries, and cash money to appreaciate their hard work and loyalty to Sabella. Recently, in 2020, Sabella managed to seal a contract with Malaysia’s Queen of Rock, Ella Aminuddin, as its brand ambassador. From a marketing point of view, it is a big move taken up by Sabella in strengthening its position in the market and to boost brand awareness amongst Malaysians. Sabella is currently implementing an aggresive 360 degree marketing campaign including setting up luxurious unipole billboards, focusing on the central region for the first phase and will spread all over the nation with over 200 billboards being planned.

Going forward to 2020, from a 900 square feet shop lot, Sabella is now managing three new factories with the total capacity of 75,000 square feet, standing tall within an industrial park located in the heart of Kuala Lumpur in which majority of the factories are owned by well-established companies like Mercedes Benz, Kian Joo Can Factory Berhad, Box Pax (Malaysia) Berhad, and many more.

History

Sabella started with a humble beginning. It first planted its seed under a small room in an apartment with only one unit of sewing machine where the founder, Siti Fatimah Abdul Samat fondly known as Siti Sabella, previously worked as a full-time housewife. Sabella’s signature ironless kurung, Lorez Kurung, with plain designs and materials effortlessly sets the tone and trend in the market. Lorez Kurung is also recognised as Sabella’s core product. Sabella’s creative, fresh, and innovative ideas allow the brand to bloom more beautifully with the introduction of Zalia Kurung, followed by Queeny Kurung which becomes a new benchmark to its product range. Siti Sabella is hardworking and loveable. She has an exceptional talent in fashion design. Her dream is to help other housewives in generating unlimited income with Sabella has allowed more women to change their lives to a better living condition. An ordinary housewife turned entrepreneur , the beauty with brain behind this winning brand has made her arrival in the industry felt deep in our heart.

With strong support from family members especially from her beloved husband, Mohd Sufian Sulaiman who is also the co-founder and Managing Director, she never stops striving for success. Sufian Sulaiman always encourages Siti Sabella to continue her passion in helping others especially those who are facing difficult times as they, too, used to have a difficult life. Before Sabella, Sufian Sulaiman said that his life with his family was so poor that they did not have enough money to buy milk powder for their baby. They had to replace it with condensed milk to ease their baby’s hunger. This episode in life always reminds him remain humble despite the success that he and Siti Sabella have now.

Now, the name of Siti Sabella and Sufian Sulaiman has become popular throughout the country as successful young entrepreneurs. Clothing made under Sabella has achieved a turnover of RM5 million on average every month. Throughout ups and downs, with sweat and tears of hard work, perseverance and sheer determination, Sabella has marked its winning point with a loyal and huge fan base known as Sabella Family. This clearly defines Sabella as a brand that brings love and create unity.

Products

Duty-bound to the culture of respect and projecting value to customers, Sabella holds dearly to maintaning the high quality raw materials of their product. Sabella’s raw materials are specially made by a high-tech manufacturer in South Korea for quality assurance while offering its products at an affordable price. While keeping its focus on affordable pricing in mind, the strategy needs to be aligned with budget allocations and its product output. Sabella ensured that its valued customers would get the best quality of the product as soon as they received the parcel from the respective courier.

Promotion

Sabella uses all types of media, both traditional and modern, in promoting its products. The list of media advertisement is as follows:

  • Local radio stations such as Suria FM, Era FM and Best FM.
  • Local television channels such as TV Al- Hijrah, TV3, and TV1. *Sponsorship for Malay dramas on TV such as NUR and NUR 2.
  • Articles on digital platforms.
  • Social media such as Facebook, Instagram and Google.
  • Appoinment Queen of Rock, Ella Aminudin as brand ambassador.
  • 200 billboards within peninsular Malaysia.

Brand Values

Affordable prices and high quality products are always in the mind of Sabella’s customers. Sabella insists on being a brand that helps end users to save their time and money with a wide choice of ironless apparel.

In terms of managing its members, Sabella is looking forward to giving gratitude for the efforts of its members. Sending congratulations, showing gratitude and sharing positive vibes at all times are also Sabella’s goals. Sabella works hard in preserving a harmonious atmosphere among its members. To fully showcase the spirit of the brand and its mission to help others, Sabella provides support in terms of marketing, sprituality and education in order to produce more millionaires under its brand.

Recent Developments

For the first four years of its operation, the company’s growth is Sabella’s main agenda. With the company’s mission to provide high quality products at affordable prices, Sabella is looking forward to expand its operation department to three new factories. The new factories are targeted to balance out the demand and supply as the demand for Sabella rose up to three times compared to the previous year. Product wise, Sabella has recently produced its own signature brooch, car perfume and facemask as added merchandised. Sabella has also strengthened up its customer service to give more value and care in order to maintan a good relationship with its customer.

Things You Don’t Know About Sabella

  • The founders, Sufian Sulaiman and Siti Sabella got married at just twenty years old and started their Sabella business at age 26.
  • Before moving out to Kuala Lumpur, Sufian and Siti had to sell detergents for a living. However,the business did not go well.
  • Siti Sabella used to sew 100 pieces of kurung in a day all by herself until her hands was badly swollen.
  • The first Sabella official vehicle to support its operational process is a second hand Naza Ria valued at RM15,000 back in 2016.
  • In 2020, Sabella has over 100 staff and THREE factories to support its business.