Founded in 1994, IN & EX HOLDINGS SDN BHD is a dynamic group specializing in the research, development, and supply of household electrical appliances and personal healthcare equipment. The company initially built its reputation by supplying SMEs and family-run retail shops across Southeast Asia before expanding significantly into the e-commerce sector in 2015. The group manages several well-known proprietary brands, most notably HETCH® in Malaysia, which focuses on smart kitchen and home appliances. Internationally, its brands Perfect Health® and Optimum are major players in the healthcare and massage equipment segments in Indonesia and the Philippines, operating through more than 150 retail outlets. In & Ex Holdings is committed to enhancing modern lifestyles by integrating innovative technology with functional design at accessible price points.