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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 Singapore-based[4] direct-to-consumer womenswear brand[5] designed for Asian women.[6][7] The brand 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 collections: Signatures, Staples, and Capsule.[12][13]

History

[edit]

Love, Bonito was co-founded by Rachel Lim and sisters Velda and Viola Tan.[14] It initially began 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] The company opened its first physical store in Singapore in 2017.[19]

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

In 2022, Love, Bonito acquired the women-led activewear brand Butter, which was later rebranded as cheak.[24][25] Additionally, the company made a minor investment in the Singaporean natural healthcare start-up Moom Health.[26][27][28]

In 2023, Love, Bonito opened its largest outlet in Hong Kong, with a grand opening event featuring fashion photographer Saskia Lawaks, singer and rapper Tyson Yoshi, and neon light artist Chankalun. The event also included DJ Mengzy and mural artist Zoie Lam.[17]

In 2024, Love, Bonito underwent a rebranding campaign titled "Ready to Live, Not Just Ready To Wear,"[29][30] featuring Korean-American actress and singer Arden Cho,[31] Malaysian musician Yuna, American author and artist Chanel Miller, and Singaporean-American mother-daughter content creator duo Gym Tan and Mya Rose Miller.[5][32][33] The rebrand 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]
  • Co-founder Rachel Lim and CEO Dione Song were both included in the 2023 edition of The Business of Fashion (BoF) 500.[26][34]
  • In 2024, Love, Bonito was ranked #74 on the list of Singapore's Fastest-Growing Companies, compiled by The Straits Times and the Germany-based global research firm Statista.[35]
  • Harper's Bazaar named Love, Bonito as one of Singapore's Fashion Brands to Shop Now[36] and one of the Singaporean Brands That Have Gone Global.[37]

References

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  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. ^ 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.
  25. ^ Goh, Melissa (2022-10-17). "Tech in Asia - Connecting Asia's startup ecosystem". www.techinasia.com. Retrieved 2024-09-04.
  26. ^ 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.
  27. ^ "Homegrown womenswear label Love, Bonito comes of age with a new brand identity". CNA. Retrieved 2024-09-04.
  28. ^ Salim, Zafirah (2022-10-17). "Love, Bonito launches Asian-centric activewear following acquisition of S'pore-based butter". Vulcan Post. Retrieved 2024-09-04.
  29. ^ 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.
  30. ^ "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. 2024-07-17. Retrieved 2024-09-04.
  31. ^ 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.
  32. ^ "Ready to live with the new Love, Bonito?". SG Magazine. 2024-03-19. Retrieved 2024-09-04.
  33. ^ Menon, Maya (2024-03-27). "Arden Cho on Love, Bonito, Asian representation and finding her style". Vogue Singapore. Retrieved 2024-09-04.
  34. ^ 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.
  35. ^ "Singapore's fastest-growing companies 2024". The Straits Times. ISSN 0585-3923. Retrieved 2024-09-04.
  36. ^ 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.
  37. ^ Wong, Penny (2024-08-07). "18 Singaporean Brands That Have Gone Global". Harper's Bazaar Singapore. Retrieved 2024-09-04.
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