The e-commerce startup launched just six months ago and is one of a handful of vertical (ie: specialist) e-commerce sites in Vietnam. I talked to Thanh Tat Pham, the founder of Noyyo, to see where they came from and where they’re headed next.

Pham started out doing e-commerce in 2007, firstly with, a general e-commerce site, and secondly with, a T-shirt e-commerce store in 2008. With Teevn, the project was unable to scale because the market at that time was so small. Now, Pham has taken the lessons he’s learned and put them into Noyyo. Pham elaborates:

"We decided to do Noyyo because we wanted to target women and there are no sites doing lingerie. We wanted to provide female consumers with good pricing and fashion that fits into Vietnamese culture. We looked at Moonbasa, Lamiu, and Zappos for inspiration."

Noyyo claims to be Vietnam’s lingerie-only specialist e-tailer, and sells lingerie from three leading brands, including the US marque Wonderbra. Unfortunately, for those of you clicking through, the lingerie models are not Vietnamese.

Noyyo joins Lamiu in China and Zivame in India who are also specializing in lingerie e-commerce in their respective markets.

By Anh Minh Do - Tech In Asia - January 30, 2013