Love, Bonito ventures into phygital integration with Jakarta flagship store

Love, Bonito has opened its newest flagship store in West Mall of Grand Indonesia in Jakarta, marking its third physical outlet which boasts a five-fold increase in retail space compared to its existing pop-up and features new in-store concepts to provide customers with a seamless shopping experience. It also has an immersive community area named #LBContentSpace, an innovative electronic queue system, a new alteration service, and modular fitting rooms. To promote its new flagship store, Love, Bonito launched a conceptual pop-up from 10 to 14 August that allowed shoppers to discover the brand and its offerings.

#LBContentSpace is the brand's first-ever in-store community space dedicated to local communities to interact with loved ones and snap memorable photos. The space is also meant to serve as a rest area where shoppers can unwind after browsing the store or where companions can wait in comfort.

To shorten waiting times at fitting rooms, Love, Bonito has also enforced an electronic queue system in the store. The system allows shoppers to take a queue number upon entering the store, and browse while waiting for fitting rooms to be made available. The system is accompanied by a digital information screen which features rolling queue numbers, providing increased visibility of waiting times for shoppers. Love, Bonito has also ventured into inclusivity in the new flagship store with fitting rooms created in a modular, wheelchair-friendly manner.

On top of that, the larger retail space allows for a display of the full range of Love, Bonito’s designed collections and apparels. This includes best-selling collections such as The Staples for basic essentials, LYLAS for bridesmaids and weddings as well as Embrace: Maternity for pregnant and nursing, mothers and kids. With the addition of BookAStylist, a personalised shopping and alteration service, the brand offers shoppers the option to modify and fit-tailor their selected apparels during store hours.

Dione Song, CEO of Love, Bonito said: “We’re thrilled to be opening our largest flagship store in Jakarta following our first pop-up in 2017! Since starting our journey seven years ago, Indonesia has steadily remained a key market for Love, Bonito’s expansion and we expect strong omnichannel growth for years to come,” “More community initiatives are also in the pipeline to increase our brand affinity and customer loyalty as we journey with our Indonesian community through life’s seasons,” she added.

The womenswear brand also recently opened its first flagship store in Hong Kong after operating purely online for over three years in the city. As it aims to expand its global reach, this is the brand's first brick-and-mortar location outside of Southeast Asia.

The flagship store gives Hong Kong clients the chance to physically browse through their whole assortment of necessities and to try on the items within the 2,000-square-foot store after operating an online shopping platform for Hong Kong for more than three years.

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