Bonia set for regional expansion

Bonia Corp, manufacturer, marketer and retail distributor of men's and women's fashion wear, is focusing on aggressive overseas expansion.In the next three to five years, it plans to focus on expansion in Indonesia and Vietnam, looking to achieve double-digit growth and to open 10 boutiques each year.According to Daniel Chiang, brand director of Bonia, "Within the region, we are in the midst of developing a franchise programme to further expand our brand presence. We have started joint ventures with local parties who are individuals with in-depth local knowledge and experiences."When asked about introducing new products, Chiang said, "Introducing new product line requires serious research and development and the product have to be in-line with the totality of the brand image and identity. It is definitely an area we are always keeping an eye on but supply chain is also critical for new product line."Chiang added that the overseas expansion will help strengthen brand value through correct distribution channel and widening of brand presence."This is especially true as people these days tend to travel frequently to different cities," he added.In terms of the marketing push, the company will take on an integrated marketing approach.