What Love, Bonito does

Love, Bonito is a Singapore-headquartered, vertically integrated direct-to-consumer womenswear brand founded in 2010 (originating as BonitoChico in 2005), self-described as the largest of its kind in Southeast Asia. The company designs, produces, and retails women's apparel through an omni-channel model combining an owned e-commerce platform (lovebonito.com, with international shipping to 20+ countries) and physical retail stores across Singapore, Malaysia, Indonesia, Hong Kong, Cambodia, and the Philippines, with planned expansion into the United States. Its core technology is a proprietary "Asian Fit" design system: an in-house design team creates garments on custom-made mannequins reflecting Asian women's proportions and fits samples on everyday women, producing category-specific patterns and proprietary prints (e.g., Vivid Blooms, Protea Bloom, Buds of Joy) that anchor the brand's differentiation from Western fast-fashion competitors. The product portfolio spans The Signatures, The Staples, Capsule Collections, workwear, Embrace maternity, loungewear, kids wear, and BraFree by LB convertible dresses, supplemented by the activewear sub-brand cheak acquired in 2022.

The company monetizes primarily through direct one-time product sales at unit price points ranging from approximately US$39 to US$109, with country-specific pricing in SGD, MYR, IDR, HKD, and PHP across regional sites. Supporting revenue mechanics include the LBCommunity points-based loyalty program (operating across Singapore, Malaysia, Indonesia, Hong Kong, and the Philippines with 12-month point expiry), gift cards, and personalized shopping via the LBStylist quiz. Social commerce has emerged as a meaningful acquisition channel, with in-house livestream programs driving nearly 20% of new orders, and the brand invests in cultural content collaborations (e.g., the Lunar New Year mahjong set with artist Jodi Tan in 2026) and community activations at flagship stores such as Funan. The customer base is primarily the modern Asian woman, with secondary segments covering expecting mothers and families with young children, served through long-tail individual consumer transactions rather than enterprise contracts. Leadership is founder-influenced, with co-founders Rachel Lim (Executive Chairwoman) and Viola Tan alongside CEO Dione Song and operational leadership including COO Damien Koh and CTO Pablo Morales. The company has raised approximately $80M across disclosed funding rounds (notably a $67M Series C in October 2021 led by Primavera Capital Group) and operates with a 200+ employee base, though specific revenue, GMV, and burn metrics are not disclosed in available materials.

Name

Love, Bonito

Legal name

LOVEBONITO SINGAPORE PTE. LTD.

Website

https://lovebonito.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Love, Bonito is a Singapore-headquartered, vertically integrated direct-to-consumer womenswear brand and self-described largest of its kind in Southeast Asia, designing Asian-fit apparel with proprietary prints and operating omni-channel across 7+ markets plus shipping to 20+ countries.

Ownership category

akta.pro rank

Product category

Womenswear

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Mass-Market & Lifestyle Apparel Brands (CRAAAAAA)

Keywords

• Womenswear apparel
• D2C fashion
• Asian-fit clothing
• Maternity wear
• Activewear brand

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time product purchases through e-commerce website and physical retail stores. Products include women's apparel across categories: tops, bottoms, dresses, matching sets, occasion wear, maternity wear, and kids wear. Average order values vary by market with international threshold of USD160 for bonus points.
2. Loyalty Program: LBCommunity loyalty program collects and redeems points when shopping online or at Love, Bonito store outlets. Points expire after 12 months and can be redeemed for rewards towards regular-priced products.
3. Gift Cards: Gift cards valid for one year, strictly non-refundable and non-extensible, redeemable over multiple transactions until value is fully utilized.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Love, Bonito is a vertically integrated, omni-channel womenswear retailer that designs, manufactures and sells women's apparel — including tops, bottoms, dresses, matching sets, workwear, loungewear, maternity wear, kids wear and activewear (via the cheak sub-brand) — through its own e-commerce platform and physical retail stores across Southeast Asia. Its product is engineered around a proprietary "Asian Fit" system, supported by in-house design, custom-made mannequins, and culturally themed prints, sold under the core Love, Bonito brand, the BraFree by LB sub-brand and the acquired cheak activewear brand.

Product overview

Love, Bonito is Southeast Asia's largest vertically integrated, omni-channel womenswear brand headquartered in Singapore, founded in 2010. The company offers women's apparel through an integrated portfolio comprising the core Love, Bonito brand (featuring The Signatures, The Staples, and Capsule Collections), the acquired activewear brand cheak, and the BraFree by LB sub-brand. Product lines span everyday wear, workwear, maternity (Embrace), loungewear, kids wear, and occasion dresses. The company operates a loyalty program (LBCommunity) and offers digital personalization through LBStylist. All designs are created in-house by Singapore-based designers and seamstresses, with a focus on Asian fit and proportions.

Differentiator

Problem solved

Functional benefit

Brands

• cheak: An activewear sub-brand acquired by Love, Bonito in 2022, focused on modest, climate-appropriate athleisure apparel designed for Asian women.

Products and services

• Love, Bonito (Main Brand) Southeast Asia's largest vertically integrated, omni-channel womenswear brand offering women's apparel designed for Asian women, marketed as Ready-to-live. Sold through e-commerce and physical retail across Singapore, Malaysia, Indonesia, Hong Kong, Cambodia, the Philippines and the United States.
• cheak Activewear brand acquired by Love, Bonito in 2022, offering modest, climate-appropriate athleisure apparel designed for Asian women. Operates a physical boutique at ION Orchard, Singapore.
• BraFree by LB Sub-brand line featuring multi-way and convertible dress designs with built-in padding and detachable straps for versatile styling without a separate bra.
• The Signatures Collection Core signature collection of the brand's key hero styles and defining fashion pieces.
• The Staples Collection Everyday essential wardrobe pieces designed for daily wear and versatility.
• Capsule Collections Curated seasonal collections offering limited-edition styles and themed fashion pieces.
• Embrace Maternity Maternity wear collection designed for expectant mothers, featuring bump-friendly silhouettes including pleated and trapeze styles for pregnancy and nursing.
• Workwear Professional office attire and career-focused clothing designed for the modern Asian woman.
• Loungewear Comfortable at-home and casual wear collections featuring prints like Protea Bloom, Chamomile Dream and Homecoming.
• Kids Wear Children's clothing collection featuring prints like Tidal Daydream and Precious Treasures designed to coordinate with women's collections.
• LBStylist Personal digital shopper tool that provides style recommendations based on body shape and skin undertones through a quick quiz.
• Love, Bonito Limited-Edition Mahjong Set Limited-edition cultural lifestyle product designed in collaboration with Singapore-based artist Jodi Tan, featuring the Love, Bonito in-house 'Vivid blooms' print for Lunar New Year 2026.

Quantifiable outcome

• Nearly 20% of new orders driven via in-house livestream programs
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Jodi TanminorStrategic or Co-development Partner · 13 January 2026Singapore-based artist Jodi Tan collaborated with Love, Bonito to design a limited-edition mahjong set for Lunar New Year 2026, featuring the brand's in-house 'Vivid blooms' print. The collaboration reflects Love, Bonito's strategy of community-building and cultural engagement.
• CheakcoreStrategic or Co-development PartnerHomegrown activewear brand Cheak was acquired by Love, Bonito in 2022. Founded in 2020 by Tiffany Chng and Olivia Yiong after being laid off from corporate jobs, Cheak focuses on modest, climate-appropriate athleisure apparel for Asian women. The acquisition extends Love, Bonito's category presence into activewear.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lovebonito
• Facebookfacebook.com/lovebonito

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Love, Bonito