Starting as a direct-selling company in 1986 and with experience of over 28 years in the fashion undergarments business, Caely is currently expanding both locally and internationally. To keep competitive and adapt to market changes, Caely also diversified its product range to include apparels, premium handbags, health supplement and household products under Caely house brand. Caely aims to open more franchise stores and increase its membership base to 500,000 by 2015.