Love, Bonito opens first pop-up outside of Asia in New York City

Singaporean womenswear fashion brand, Love, Bonito, has opened its first pop-up store outside of Asia in New York City as it looks to serve underrepresented Asian-American women and further its plans for global expansion.

Currently, the brand has 18 physical stores across Singapore, Malaysia, Indonesia, Cambodia and Hong Kong with an online store that ships to 20 markets internationally which includes the United States of America.

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“Over the years, we have mastered the fit for the Asian female and successfully replicated this across various clothing lines to offer women apparels suited for varying seasons in life,” said Dione Song, CEO of Love, Bonito.

“As the business grew, we saw increasing momentum from the U.S. and we knew that we had an untapped and meaningful opportunity to explore,” she continued.

According to a statement by the brand, specifically in the U.S.,it has experienced strong organic traction and achieved a 60% YoY growth in 2022 solely from online orders. 

The pop-up store, which will be open till 31 December, is part of the brand’s larger strategy on the international expansion of its in-store experience. To do so, it plans to tap on high-growth markets.

We’ve come a long way from expanding into neighbouring Asian markets to now, empowering millions of women across the globe,” stated Rachel Lim, co-founder of Love, Bonito.

She further added “We’re so grateful to have this opportunity to share our mission with the diverse Asian-American community in the U.S. and hope that with the pop-up, we will be able to foster closer relationships and continuously evolve and adapt to better suit our community here.”

The brand is expected to focus on its omnichannel expansion in key markets namely Singapore, Malaysia, Indonesia and Hong Kong while opening more pop-ups in newer markets such as the U.S. and the Philippines to better understand local nuances and customer preferences.

Love, Bonito values its in-store experience for consumers as earlier this year Love, Bonito reopened its revamped store in Jakarta to offer customers an elevated shopping experience following the closure of its previous store in the mall. The store is now located in a more prominent location at Level Ground and boasts a four-fold increase in retail space with new in-store concepts to make shopping more seamless for customers.

Some of its new additions include an innovative queuing service, space for alteration services and seven modular fitting rooms.

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