Love, Bonito
Formerly | BonitoChico |
|---|---|
| ISIN | 🆔 |
| Industry | Apparel & fashion |
| Founded 📆 | 2010 |
| Founder 👔 | Rachel Lim, Velda Tan, and Viola Tan |
Area served 🗺️ | |
Key people |
|
| Members | |
Number of employees | |
| 🌐 Website | www |
| 📇 Address | |
| 📞 telephone | |
Love, Bonito is a Singapore-based womenswear company founded in 2010.[2][3] The brand has a total of 27 stores in six markets across Asia, including Singapore, Malaysia, Indonesia, Cambodia, Hong Kong,[4] and the Philippines.[5] The brand offers three collections: Signatures, Staples, and Capsule.[6]
History
Love, Bonito was co-founded by Rachel Lim and sisters Velda and Viola Tan.[7][8] It initially began as a digital blogshop called BonitoChico in 2005[9] on the Livejournal platform, where it sold pre-loved apparel.[10] In 2010, the brand officially rebranded[11][12][13] and launched an official website under the name Love, Bonito. The company opened its first physical store in Singapore in 2017.[14]
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.[15][16][17][18]
In 2022, Love, Bonito acquired the women-led activewear brand Butter, which was later rebranded as cheak.[19][20] Additionally, the company made a minor investment in the Singaporean natural healthcare start-up Moom Health.[21][22][23]
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.[11]
In 2024, Love, Bonito underwent a rebranding campaign titled "Ready to Live, Not Just Ready To Wear,"[24][25] featuring Korean-American actress and singer Arden Cho,[26] Malaysian musician Yuna, American author and artist Chanel Miller, and Singaporean-American mother-daughter content creator duo Gym Tan and Mya Rose Miller.[3][27][28] The rebrand introduced a new logo with the initials "LB" arranged into a heart-shaped monogram, replacing the previous text-based logo "Love, Bonito."[29][30]
In August 2024, Love, Bonito opened its first store in Makati, Philippines.[31][32] In the same year, Love, Bonito laid off 7% of its total workforce, with 14 of the 29 affected roles based in Singapore.[5]
In April 2025, Love, Bonito partnered with Asian American Girl Club and launched TrailBlazer.[8]
Awards and recognitions
- Co-founder Rachel Lim and CEO Dione Song were both included in the 2023 edition of The Business of Fashion (BoF) 500.[21][33]
- 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.[34]
- Glamour recognized Love, Bonito as one of the Asian American and Native Hawaiians/Pacific Islander (AANHPI)- and Asian-owned Fashion Brands to Support.[24]
- Harper's Bazaar named Love, Bonito as one of Singapore's Fashion Brands to Shop Now[35] and one of the Singaporean Brands That Have Gone Global.[36]
References
- ↑ "Love, Bonito reveals key hires and promotions, including new Chief Commercial Officer Pat Achakulwisut". adobo magazine. 2022-12-12. Retrieved 2024-09-04.
- ↑ Watch Love, Bonito CEO Song on expansion strategy - Bloomberg, 2024-03-13, retrieved 2024-09-04
- ↑ 3.0 3.1 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.
- ↑ 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.
- ↑ 5.0 5.1 Teo, Jayme (2025-04-09). "Singapore's Love, Bonito is on its way to becoming profitable in 2025, says CEO Dione Song". Vulcan Post. Retrieved 2025-05-11.
- ↑ 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.
- ↑ 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.
- ↑ 8.0 8.1 Sirikul, Laura. "Love, Bonito And Asian American Girl Club Launch "TrailBlazer" Collaboration". Forbes. Retrieved 2025-05-11.
- ↑ Saxena, Aparajita (2020-02-12). "Love, Bonito's Rachel Lim Sells Confidence, Not Clothes". Entrepreneur. Retrieved 2024-09-04.
- ↑ "From Love, Bonito to Our Second Nature: Singapore entrepreneur Velda Tan's fashion journey". CNA Lifestyle. Retrieved 2024-09-04.
- ↑ 11.0 11.1 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.
- ↑ 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.
- ↑ Enerva, Kaycee (2024-08-13). "Love, Bonito opens its first physical store in the Philippines". Inside Retail Asia. Retrieved 2025-05-11.
- ↑ 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.
- ↑ 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.
- ↑ Van, Tong (2023-06-19). "Love, Bonito opens first US pop-up store, in NYC". Inside Retail Asia. Retrieved 2024-09-04.
- ↑ "Dione Song on Love, Bonito: 'Not just clothes, we sell empowerment, confidence and community' | Analysis". Campaign Asia. Retrieved 2024-09-04.
- ↑ "Love, Bonito to 'double down' expansion in key Asian markets". Retail Asia. 2023-06-22. Retrieved 2024-09-04.
- ↑ 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.
- ↑ Goh, Melissa (2022-10-17). "Tech in Asia - Connecting Asia's startup ecosystem". www.techinasia.com. Retrieved 2024-09-04.
- ↑ 21.0 21.1 Dy-Zulueta, Karen (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.
- ↑ "Homegrown womenswear label Love, Bonito comes of age with a new brand identity". CNA. Retrieved 2024-09-04.
- ↑ Salim, Zafirah (2022-10-17). "Love, Bonito launches Asian-centric activewear following acquisition of S'pore-based butter". Vulcan Post. Retrieved 2024-09-04.
- ↑ 24.0 24.1 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.
- ↑ "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. 2024-07-17. Retrieved 2024-09-04.
- ↑ 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.
- ↑ "Ready to live with the new Love, Bonito?". SG Magazine. 2024-03-19. Retrieved 2024-09-04.
- ↑ Menon, Maya (2024-03-27). "Arden Cho on Love, Bonito, Asian representation and finding her style". Vogue Singapore. Retrieved 2024-09-04.
- ↑ "Love, Bonito unveils new branding, assortment strategy | Retail Asia". retailasia.com. 2024-03-14. Retrieved 2025-05-11.
- ↑ Venu Das, Marcus (2024-03-11). "Love, Bonito redefines womenswear with new brand identity and assortment strategy". Marketing-Interactive. Retrieved 2025-05-11.
- ↑ Flores Layno, Karen (2024-07-12). "Singaporean brand Love, Bonito opens first branch in PH". ABS-CBN. Retrieved 2024-05-11.
- ↑ "Love, Bonito Opens Its First Store in Manila". vogue.ph. 2024-08-06. Retrieved 2025-05-10.
- ↑ 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.
- ↑ "Singapore's fastest-growing companies 2024". The Straits Times. ISSN 0585-3923. Retrieved 2024-09-04.
- ↑ 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.
- ↑ Wong, Penny (2024-08-07). "18 Singaporean Brands That Have Gone Global". Harper's Bazaar Singapore. Retrieved 2024-09-04.
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