 | |
| Formerly | BonitoChico |
|---|---|
| Industry | Apparel & fashion |
| Founded | 2010 |
| Founder | Rachel Lim, Velda Tan, and Viola Tan |
Key people | Dione Song, CEO |
| Website | www |
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]
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]