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Draft:Love, Bonito

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Love, Bonito
FormerlyBonitoChico
IndustryApparel & fashion
Founded2010
FounderRachel Lim, Velda Tan, and Viola Tan
Key people
  • Dione Song, CEO
  • Esther Chan, Director of Marketing[1]
  • Jessica Shen, Chief Marketing Officer[2]
  • Pat Achakulwisut, Chief Commercial Officer[3]
Websitewww.lovebonito.com/sg

Love, Bonito is a Singaporean-based[4] direct-to-consumer womenswear brand[5] designed for Asian women.[6][7] It operates over 20 stores in Singapore and in international markets including Cambodia, Hong Kong,[8] Indonesia, Malaysia,[9][10] and the Philippines.[11] The brand offers three popular collections: Signatures, Staples, and Capsule.[12][13]

History

[edit]

Co-founded by Rachel Lim along with sisters Velda and Viola Tan,[14] Love, Bonito started as a digital blogshop called BonitoChico in 2005[15] on the Livejournal platform, where it sold pre-loved apparel.[16] In 2010, the brand officially rebranded[17][18] and launched an official website under the name Love, Bonito.[11][13] In 2017, it launched its first physical store in Singapore.[19]

Love, Bonito entered the U.S. market through EnterpriseSG’s Scale-Up Program in 2019, and later opened a pop-up store in SoHo, New York.[20][21][22][23]

In July 2021, the brand launched LBCreate, a social impact initiative aimed at addressing women's issues and promoting actionable solutions.[24]

In 2022, Love, Bonito acquired the women-led activewear brand Butter, which was later rebranded as Cheak.[25][26] Additionally, the company made a minor investment in the Singaporean natural healthcare start-up Moom Health.[27][28][29]

In 2023, Love, Bonito opened its largest outlet in Hong Kong. The launch included a grand opening event attended by various international and local personalities, such as fashion photographer Saskia Lawaks, singer and rapper Tyson Yoshi, and neon light artist Chankalun. The event also featured appearances by DJ Mengzy and mural artist Zoie Lam.[17]

In 2024, Love, Bonito underwent a revamp, launching a campaign titled "Ready to live, not just ready to wear."[30][31] The campaign features Korean-American actress and singer Arden Cho,[32] Malaysian musician Yuna, American author and artist Chanel Miller, and Singaporean-American mother-daughter content creator duo Gym Tan and Mya Rose Miller.[5][33][34] The rebrand also introduced a new logo with the initials "LB" arranged into a heart-shaped monogram, replacing the previous text-based logo "Love, Bonito."[13]

In August 2024, Love, Bonito opened its first store in Makati, Philippines.[11]

Awards and recognitions

[edit]
  • Love, Bonito's co-founder Rachel Lim and CEO Dione Song were both included in the 2023 edition of The BoF 500.[27][35]
  • Ranked #74 on the list of Singapore's Fastest-Growing Companies for 2024, compiled by The Straits Times and the Germany-based global research firm Statista.[36]
  • Recognized by Glamour as one of the AANHPI- and Asian-owned Fashion Brands to Support.[30]
  • Named one of Singapore's Fashion Brands to Shop Now[37] and Singaporean Brands That Have Gone Global by Bazaar.[38]

References

[edit]
  1. ^ Cambosa, Teddy (2024-08-28). "E-Commerce Marketing Series: Love, Bonito's Esther Chan on blending efficiency, human centricity for e-commerce marketing strategies". MARKETECH APAC. Retrieved 2024-09-04.
  2. ^ Dass, Camillia (2023-10-17). "Love, Bonito names new chief marketing officer". MARKETING-INTERACTIVE. Retrieved 2024-09-04.
  3. ^ "Love, Bonito reveals key hires and promotions, including new Chief Commercial Officer Pat Achakulwisut". adobo magazine. 2022-12-12. Retrieved 2024-09-04.
  4. ^ Watch Love, Bonito CEO Song on expansion strategy - Bloomberg, 2024-03-13, retrieved 2024-09-04
  5. ^ a b Menon, Maya (2024-04-22). "From Board Meetings to Date Nights, Get Ready-to-live with Love, Bonito's Brand New Era". vogue.ph. Retrieved 2024-09-04.
  6. ^ Songco, Pauline (2024-05-05). "Love, Bonito to open first Phl store". Daily Tribune. Retrieved 2024-09-04.
  7. ^ "Singaporean clothing brand Love, Bonito to open first physical store in Makati this year". GMA News Online. 2024-04-28. Retrieved 2024-09-04.
  8. ^ "Love, Bonito opens first retail store in the Philippines". www.msn.com. Retrieved 2024-09-04.
  9. ^ Tiglao, Manica (2024-03-11). "Singapore fashion brand Love, Bonito reveals refreshed brand identity". Retail in Asia. Retrieved 2024-09-04.
  10. ^ Ngui, Yantoultra (2022-10-19). "Singapore's Love, Bonito brand owner to open first U.S. store in 2023, eyes IPO". Reuters. Retrieved 2024-09-04.
  11. ^ a b c "Love, Bonito's first permanent store in PH opens". The Manila Times. 2024-08-10. Retrieved 2024-09-04.
  12. ^ Or, Jess (2024-03-25). "Love, Bonito重塑新形象登場，為亞洲女性設計出時尚與舒適兼備系列 | ELLE HK". www.elle.com.hk. Retrieved 2024-09-04.
  13. ^ a b c Venu Das, Marcus (2024-03-22). "Love, Bonito's CEO on how brands can co-create with their community and champion sustainability". Marketing-Interactive. Retrieved 2024-09-04.
  14. ^ Jee Yan, Cheng; Lim, Ynez; Shamsudin, Shazrina (2024-05-15). "7 best Singapore online stores for work wear". Her World Singapore. Retrieved 2024-09-04.
  15. ^ Saxena, Aparajita (2020-02-12). "Love, Bonito's Rachel Lim Sells Confidence, Not Clothes". Entrepreneur. Retrieved 2024-09-04.
  16. ^ "From Love, Bonito to Our Second Nature: Singapore entrepreneur Velda Tan's fashion journey". CNA Lifestyle. Retrieved 2024-09-04.
  17. ^ a b Teo, Jayme (2023-09-20). "S'pore label Love, Bonito opens largest outlet in HK - sees triple digit growth in H1 2023". Vulcan Post. Retrieved 2024-09-04.
  18. ^ Berbano, Kate (2023-04-25). "Meet Rachel Lim, the Singaporean co-founder of fashion giant Love, Bonito". South China Morning Post. Retrieved 2024-09-04.
  19. ^ Salim, Zafirah (2023-06-22). "S'pore fashion brand Love, Bonito expands global reach with first pop-up store in the US". Vulcan Post. Retrieved 2024-09-04.
  20. ^ Goh, Timothy (2024-01-25). "Firms set to create 21,500 jobs, generate $16.4b in revenue after help from EnterpriseSG in 2023". The Straits Times. ISSN 0585-3923. Retrieved 2024-09-04.
  21. ^ Van, Tong (2023-06-19). "Love, Bonito opens first US pop-up store, in NYC". Inside Retail Asia. Retrieved 2024-09-04.
  22. ^ "Dione Song on Love, Bonito: 'Not just clothes, we sell empowerment, confidence and community' | Analysis". Campaign Asia. Retrieved 2024-09-04.
  23. ^ "Love, Bonito to 'double down' expansion in key Asian markets". Retail Asia. 2023-06-22. Retrieved 2024-09-04.
  24. ^ Yeo, Amelia. "Dione Song, the First CEO of Local Fashion Brand Love Bonito, on Empowering Women". Tatler Asia. Retrieved 2024-09-04.
  25. ^ Ng, Shermin (2022-10-22). "Love, Bonito's New Sister Brand cheak Is Made For Your Everyday". Harper's Bazaar Singapore. Retrieved 2024-09-04.
  26. ^ Goh, Melissa (2022-10-17). "Tech in Asia - Connecting Asia's startup ecosystem". www.techinasia.com. Retrieved 2024-09-04.
  27. ^ a b Dy-Zulueta, Dolly (2023-10-19). "Love, Bonito co-founder, CEO awarded alongside BTS, Margot Robbie for global fashion contribution | Philstar.com". www.philstar.com. Retrieved 2024-09-04.
  28. ^ "Homegrown womenswear label Love, Bonito comes of age with a new brand identity". CNA. Retrieved 2024-09-04.
  29. ^ Salim, Zafirah (2022-10-17). "Love, Bonito launches Asian-centric activewear following acquisition of S'pore-based butter". Vulcan Post. Retrieved 2024-09-04.
  30. ^ a b Chong, Dale Arden; Smith, Jake Henry; Wolle, Ruhama (2021-04-16). "51 AANHPI-Owned Brands You Need to Know About". Glamour. Retrieved 2024-09-04.
  31. ^ "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. 2024-07-17. Retrieved 2024-09-04.
  32. ^ Flores Layno, Karen (2024-03-22). "Singapore's Love, Bonito is finally opening a physical store in PH". ABS-CBN News. Retrieved 2024-09-04.
  33. ^ "Ready to live with the new Love, Bonito?". SG Magazine. 2024-03-19. Retrieved 2024-09-04.
  34. ^ Menon, Maya (2024-03-27). "Arden Cho on Love, Bonito, Asian representation and finding her style". Vogue Singapore. Retrieved 2024-09-04.
  35. ^ Liang, Danisha (2023-10-06). "Love, Bonito Makes the BoF500 2023 List as the First Singaporeans in 8 Years". L'Officiel Singapore. Retrieved 2024-09-04.
  36. ^ "Singapore's fastest-growing companies 2024". The Straits Times. ISSN 0585-3923. Retrieved 2024-09-04.
  37. ^ Cheong, Raeanne; Sharil, Tara Amelia; Tauro, Zoe; Wong, Penny (2024-07-17). "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. Retrieved 2024-09-04.
  38. ^ Wong, Penny (2024-08-07). "18 Singaporean Brands That Have Gone Global". Harper's Bazaar Singapore. Retrieved 2024-09-04.
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