Love, Bonito

Love, Bonito
FormerlyBonitoChico
IndustryApparel & fashion
Founded2010
FounderRachel Lim, Velda Tan, and Viola Tan
Key people
Dione Song, CEO
Websitewww.lovebonito.com/sg

Love, Bonito is a Singapore-based womenswear company founded in 2010.[1][2] The brand has a total of 27 stores in six markets across Asia, including Singapore, Malaysia, Indonesia, Cambodia, Hong Kong,[3] and the Philippines.[4] The brand offers three collections: Signatures, Staples, and Capsule.[5]

History

Love, Bonito was co-founded by Rachel Lim and sisters Velda and Viola Tan.[6][7] It initially began as a digital blogshop called BonitoChico in 2005[8] on the Livejournal platform, where it sold pre-loved apparel.[9] In 2010, the brand officially rebranded[10][11][12] and launched an official website under the name Love, Bonito. The company opened its first physical store in Singapore in 2017.[13]

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.[14][15][16][17]

In 2022, Love, Bonito acquired the women-led activewear brand Butter, which was later rebranded as Cheak.[18][19] Additionally, the company made a minor investment in the Singaporean natural healthcare start-up Moom Health.[20][21][22]

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.[10] In the same year, Love, Bonito reported $88 million in revenue, representing a 37% increase compared to the previous year, along with a 27% reduction in losses.[4]

In 2024, Love, Bonito underwent a rebranding campaign titled "Ready to Live, Not Just Ready To Wear,"[23][24] featuring Korean-American actress and singer Arden Cho,[25] Malaysian musician Yuna, American author and artist Chanel Miller, and Singaporean-American mother-daughter content creator duo Gym Tan and Mya Rose Miller.[2][26][27] The rebrand introduced a new logo with the initials "LB" arranged into a heart-shaped monogram, replacing the previous text-based logo "Love, Bonito."[28][29]

In August 2024, Love, Bonito opened its first store in Makati, Philippines.[30][31]

In April 2025, Love, Bonito partnered with Asian American Girl Club and launched TrailBlazer.[7]

Awards and recognitions

References

  1. ^ Watch Love, Bonito CEO Song on expansion strategy - Bloomberg, 13 March 2024, retrieved 4 September 2024
  2. ^ a b Menon, Maya (22 April 2024). "From Board Meetings to Date Nights, Get Ready-to-live with Love, Bonito's Brand New Era". vogue.ph. Retrieved 4 September 2024.
  3. ^ Ngui, Yantoultra (19 October 2022). "Singapore's Love, Bonito brand owner to open first U.S. store in 2023, eyes IPO". Reuters. Retrieved 4 September 2024.
  4. ^ a b Teo, Jayme (9 April 2025). "Singapore's Love, Bonito is on its way to becoming profitable in 2025, says CEO Dione Song". Vulcan Post. Retrieved 11 May 2025.
  5. ^ Or, Jess (25 March 2024). "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 4 September 2024.
  6. ^ Jee Yan, Cheng; Lim, Ynez; Shamsudin, Shazrina (15 May 2024). "7 best Singapore online stores for work wear". Her World Singapore. Retrieved 4 September 2024.
  7. ^ a b Sirikul, Laura. "Love, Bonito And Asian American Girl Club Launch "TrailBlazer" Collaboration". Forbes. Retrieved 11 May 2025.
  8. ^ Saxena, Aparajita (12 February 2020). "Love, Bonito's Rachel Lim Sells Confidence, Not Clothes". Entrepreneur. Retrieved 4 September 2024.
  9. ^ "From Love, Bonito to Our Second Nature: Singapore entrepreneur Velda Tan's fashion journey". CNA Lifestyle. Retrieved 4 September 2024.
  10. ^ a b Teo, Jayme (20 September 2023). "S'pore label Love, Bonito opens largest outlet in HK - sees triple digit growth in H1 2023". Vulcan Post. Retrieved 4 September 2024.
  11. ^ Berbano, Kate (25 April 2023). "Meet Rachel Lim, the Singaporean co-founder of fashion giant Love, Bonito". South China Morning Post. Retrieved 4 September 2024.
  12. ^ Enerva, Kaycee (13 August 2024). "Love, Bonito opens its first physical store in the Philippines". Inside Retail Asia. Retrieved 11 May 2025.
  13. ^ Salim, Zafirah (22 June 2023). "S'pore fashion brand Love, Bonito expands global reach with first pop-up store in the US". Vulcan Post. Retrieved 4 September 2024.
  14. ^ Goh, Timothy (25 January 2024). "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 4 September 2024.
  15. ^ Van, Tong (19 June 2023). "Love, Bonito opens first US pop-up store, in NYC". Inside Retail Asia. Retrieved 4 September 2024.
  16. ^ "Dione Song on Love, Bonito: 'Not just clothes, we sell empowerment, confidence and community' | Analysis". Campaign Asia. Retrieved 4 September 2024.
  17. ^ "Love, Bonito to 'double down' expansion in key Asian markets". Retail Asia. 22 June 2023. Retrieved 4 September 2024.
  18. ^ Ng, Shermin (22 October 2022). "Love, Bonito's New Sister Brand cheak Is Made For Your Everyday". Harper's Bazaar Singapore. Retrieved 4 September 2024.
  19. ^ Goh, Melissa (17 October 2022). "Tech in Asia - Connecting Asia's startup ecosystem". www.techinasia.com. Retrieved 4 September 2024.
  20. ^ a b Dy-Zulueta, Dolly (19 October 2023). "Love, Bonito co-founder, CEO awarded alongside BTS, Margot Robbie for global fashion contribution | Philstar.com". www.philstar.com. Retrieved 4 September 2024.
  21. ^ "Homegrown womenswear label Love, Bonito comes of age with a new brand identity". CNA. Retrieved 4 September 2024.
  22. ^ Salim, Zafirah (17 October 2022). "Love, Bonito launches Asian-centric activewear following acquisition of S'pore-based butter". Vulcan Post. Retrieved 4 September 2024.
  23. ^ a b Chong, Dale Arden; Smith, Jake Henry; Wolle, Ruhama (16 April 2021). "51 AANHPI-Owned Brands You Need to Know About". Glamour. Retrieved 4 September 2024.
  24. ^ "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. 17 July 2024. Retrieved 4 September 2024.
  25. ^ Flores Layno, Karen (22 March 2024). "Singapore's Love, Bonito is finally opening a physical store in PH". ABS-CBN News. Retrieved 4 September 2024.
  26. ^ "Ready to live with the new Love, Bonito?". SG Magazine. 19 March 2024. Retrieved 4 September 2024.
  27. ^ Menon, Maya (27 March 2024). "Arden Cho on Love, Bonito, Asian representation and finding her style". Vogue Singapore. Retrieved 4 September 2024.
  28. ^ "Love, Bonito unveils new branding, assortment strategy | Retail Asia". retailasia.com. 14 March 2024. Retrieved 11 May 2025.
  29. ^ Venu Das, Marcus (11 March 2024). "Love, Bonito redefines womenswear with new brand identity and assortment strategy". Marketing-Interactive. Retrieved 11 May 2025.
  30. ^ Flores Layno, Karen (12 July 2024). "Singaporean brand Love, Bonito opens first branch in PH". ABS-CBN. Retrieved 11 May 2024.
  31. ^ "Love, Bonito Opens Its First Store in Manila". vogue.ph. 6 August 2024. Retrieved 10 May 2025.
  32. ^ Liang, Danisha (6 October 2023). "Love, Bonito Makes the BoF500 2023 List as the First Singaporeans in 8 Years". L'Officiel Singapore. Retrieved 4 September 2024.
  33. ^ "Singapore's fastest-growing companies 2024". The Straits Times. ISSN 0585-3923. Retrieved 4 September 2024.
  34. ^ Cheong, Raeanne; Sharil, Tara Amelia; Tauro, Zoe; Wong, Penny (17 July 2024). "38 Singapore Fashion Brands To Shop Now". Harper's Bazaar Singapore. Retrieved 4 September 2024.
  35. ^ Wong, Penny (7 August 2024). "18 Singaporean Brands That Have Gone Global". Harper's Bazaar Singapore. Retrieved 4 September 2024.
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