My Heart Bodibra fires CEO

Lingerie retailer My Heart Bodibra Group has dumped its executive director and CEO Yiu Koon Pong with immediate effect.

In an brief and enigmatic press release that does not offer reasons, the group’s board of directors says it considers his removal “will not have any significant adverse effect on the operations of the company and its subsidiaries”.

A replacement CEO will be sought for the group, established in 2003. It has production units in China and Hong Kong, with nine retail stores in Hong Kong and two on the mainland. These mainly offer its own branded lingerie including bras, panties, body-shaping underwear and chest-support vests. Other products include breast cream, nude bras, swimwear, bra straps and pads, and waist bands.

The group was listed on the Growth Enterprise Market of the Stock Exchange of Hong Kong on July 13.

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