Established on 23 March 2002, Managing Director Mr. Simpson Wong created the XES brand under Shellys Marketing Sdn Bhd, headquartered at the Perindustrian Tekno Jelutong Section U8 in Shah Alam flanked by the warehouse located adjacent to the offices. The core of the business concentrates on retail chain store management as well as local and export original equipment manufacturer (OEM) while its operations are led by an experienced top management and systematic departments with a total number of 400 personnel. In 2014, the brand has been revamped and introduced a new tagline, ‘’Superior Comfort for Happy Feet’’. The new tagline is more committed to creating happy feet by indicative of the warm and comfortable features. XES brand prides itself for developing perfect and affordable footwear for family everyday use, catering a diverse shoe collection for ladies, men and children that widely appeals to the masses for its style, comfort and value for money factor. Currently, the XES brand has reached all over Malaysia with more than 100 outlets branched out across all major shopping and retail complexes.