In 1986, the self-titled brand EDMUNDSER was established. The brand started off with men’s fashion and later on to women’s fashion, as women were emerging into the workforce at that time. In 1992, Ser opened his first Edmund Ser boutique in Concorde Hotel Kuala Lumpur, specializing in made-to-measure women’s career wear.

Edmund Ser apparel has been sold through retail and franchise throughout Japan, Indonesia, Philippines, Thailand and Singapore. The household designer brand status was garnered through its pioneering success of providing career wear for women and to television newscasters in Malaysia.