BOBUI
BOBUI is a privately held Vietnamese streetwear brand, founded in 2014 in Ho Chi Minh City, that designs and sells angel-themed apparel, jewelry, accessories and footwear directly to Gen Z and young millennial consumers via its own e-commerce site and Shopee marketplace.
- Company typePrivate
- Founded2014
- HeadquartersHo Chi Minh City, Vietnam
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What BOBUI does
BOBUI, legally BOBUI FASHION COMPANY LIMITED, is a privately held Vietnamese streetwear brand founded in 2014 and headquartered in Him Lam Urban Area, District 7, Ho Chi Minh City. The company designs and retails apparel, jewelry, accessories and footwear under an angel-themed identity branded "Wings of Luck, Peace & Love," selling unisex T-shirts (280,000-490,000 VND), hoodies (790,000 VND), bomber jackets (890,000 VND), jewelry (earrings from 23,000 VND, bracelets from 300,000 VND) and accessories such as bags, socks, keychains and Lunar New Year envelopes. Manufacturing relies on conventional apparel techniques including DTG (direct-to-garment) printing and PVD coating for jewelry durability, with no proprietary technology platform disclosed.
The business operates a product-led, direct-to-consumer GTM built on an owned e-commerce site (bobui.vn) and a Shopee Vietnam marketplace presence, supported by organic social engagement across Instagram (@bobuisaigon), Facebook, TikTok (@bobui.angelwear), YouTube and Zalo, plus an email newsletter. Domestic shipping is free above 999,000 VND and international orders are fulfilled via Viettel Post Global on a quote basis. Customer support is handled by a small team via Zalo and a hotline, and customer reviews surfaced on the website emphasize product quality, packaging, fragrance inserts and delivery speed.
BOBUI targets Gen Z and young millennial Vietnamese consumers (18-30), with secondary use-cases in sports-inspired streetwear and gift-giving around spiritual/angel symbolism. The brand is bootstrapped and founder-owned (founder and designer Nguyễn Dũng), with no disclosed venture funding, institutional investors, M&A activity, leadership changes, or regulatory actions. Revenue is not publicly disclosed; scale is inferred from the 11-50 employee headcount band and the boutique DTC operating model.
BOBUI firmographics
Firmographics- Name
- BOBUI
- Legal name
- BOBUI FASHION COMPANY LIMITED
- Website
- https://bobui.vn
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BOBUI is a privately held Vietnamese streetwear brand, founded in 2014 in Ho Chi Minh City, that designs and sells angel-themed apparel, jewelry, accessories and footwear directly to Gen Z and young millennial consumers via its own e-commerce site and Shopee marketplace.
- Ownership category
- akta.pro rank
BOBUI industry classification
Industry- Product category
- Streetwear Apparel & Accessories
- NAICS
- Clothing and Clothing Accessories Retailers (4581), Gift, Novelty, and Souvenir Retailers (45942), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Gift, Novelty & Souvenir Variety Stores (CRAGAJAG)
- akta.pro secondary industries
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Handbags & Purses (CRAAAJAA)
Keywords
Where BOBUI is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices1 record
Markets served
BOBUI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Revenue generated from direct sales of streetwear apparel, jewelry, accessories, and footwear through owned e-commerce website and Shopee marketplace. One-time purchase model with individual product transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Apparel - T-shirts, Hoodies, Jerseys |
| Unit Pricing | Pay-as-you-go | Jewelry - Necklaces, Bracelets, Earrings, Rings |
| Unit Pricing | Pay-as-you-go | Footwear - Sandals, Slides |
| Unit Pricing | Pay-as-you-go | Accessories - Bags, Socks, Keychains, Lunar New Year envelopes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
BOBUI product offering
Product offeringCore offering
BOBUI designs, produces, and retails angel-themed streetwear apparel (T-shirts, hoodies, jerseys, bomber jackets), jewelry (necklaces, bracelets, earrings, rings), accessories (bags, socks, keychains, lunar new year envelopes), and footwear (sandals, slides) under the "Wings of Luck, Peace & Love" brand philosophy. Products are sold directly to Vietnamese consumers through the bobui.vn e-commerce storefront and the Shopee Vietnam marketplace, with limited international shipping via Viettel Post Global.
Differentiator
Problem solved
Functional benefit
Products and services
- Clothes (Quần Áo) Streetwear apparel category offering T-shirts (280,000–490,000 VND), hoodies (from 790,000 VND), football/sports jerseys (from 450,000 VND), and bomber jackets (890,000 VND). Targeted at Vietnamese consumers seeking everyday basics and statement pieces with angel, cross, and spiritual iconography.
- Jewelry (Trang Sức) Angel-themed jewelry collection including earrings (23,000–160,920 VND), necklaces (150,000–259,200 VND), rings (180,000 VND), and bracelets (from 300,000 VND), featuring PVD coating for durability and symbolic 'Divine Split' collections themed around Luck, Peace, and Love. Targeted at fashion-conscious and gift-giving consumers.
- Accessories (Phụ Kiện) Lifestyle accessories including bags (500,000–690,000 VND), socks (150,000 VND for a 4-pack), keychains (90,000 VND), and lunar new year lucky money envelopes (55,000 VND for a 10-pack). Targeted at streetwear consumers and gift shoppers seeking symbolic items.
- Footwear (Giày Dép) Casual streetwear footwear including sandals (340,000 VND) and slides (from 220,000 VND) built on EVA soles and styled to complement the brand's angel-themed apparel. Targeted at Vietnamese streetwear and casual wear consumers.
- Saint Angels Thanh Thần Collection (Shopee-exclusive listing) Shopee-distributed sub-collection of angel-themed products under the 'Saint Angels Thanh Thần' line, extending BOBUI's core streetwear range to the Shopee Vietnam marketplace audience.
Companies that use BOBUI
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
BOBUI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
BOBUI partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopeeminorBOBUI products are available for purchase on Shopee Vietnam marketplace, expanding reach to Shopee's large e-commerce user base. The brand maintains its own storefront while also listing on Shopee for additional distribution.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
BOBUI competitors and assessment
Company assessmentDirect peers
- Routine Official: Vietnamese fashion brand offering apparel and accessories at accessible price points for young Vietnamese consumers. Comparable D2C + marketplace model and demographic targeting.
- The Blue Tshirt: Vietnamese graphic tee and streetwear brand targeting Gen Z consumers via online channels. Comparable category mix (graphic apparel + accessories) and audience to BOBUI.
- NEM Fashion: Vietnamese fashion brand with apparel, accessories, and footwear offerings targeting young consumers. Comparable product breadth (multi-category) and price points to BOBUI.
- BTS (Behind The Screen): Ho Chi Minh City-based streetwear label with strong social media-led marketing and youth-focused apparel. Direct competitor in Vietnam's indie streetwear space with overlapping customer base.
- Clownz: Vietnamese streetwear and accessories brand competing in the same youth/streetwear segment as BOBUI. Comparable D2C-led model with strong social media presence and Vietnam-domestic focus.
- Dirty Coins: Vietnamese streetwear brand based in Ho Chi Minh City selling apparel and accessories with distinctive graphic identity. Direct domestic competitor to BOBUI in the Gen Z streetwear segment with similar D2C + marketplace model.
Broad incumbents
- Owen: Established Vietnamese menswear and casual fashion brand. Comparable product categories and Vietnamese D2C/retail distribution, though more mainstream positioning than BOBUI's streetwear niche.
- Yody: Vietnamese fashion retailer with multi-category apparel, accessories, and footwear for the mass market. Significantly larger scale than BOBUI but shares Vietnam-domestic, multi-category DNA.
- Canifa: Established Vietnamese fashion retailer offering apparel, accessories, and footwear for the whole family across physical stores and e-commerce. Much broader incumbent whose breadth contrasts with BOBUI's niche streetwear positioning.
Regional players
- Juno: Vietnamese footwear brand selling sandals, heels, and casual shoes. Comparable on the footwear/sandals product category overlap with BOBUI's FOOTWEAR line, though Juno specializes in footwear while BOBUI is multi-category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
BOBUI social profiles
Digital presenceBOBUI financial estimates
Financial estimateRevenue estimate
Valuation estimate
BOBUI leadership team
Management profileNumber of profiles
Profiles1 record
BOBUI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BOBUI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BOBUI
What does BOBUI do?
BOBUI designs, produces, and retails angel-themed streetwear apparel (T-shirts, hoodies, jerseys, bomber jackets), jewelry (necklaces, bracelets, earrings, rings), accessories (bags, socks, keychains, lunar new year envelopes), and footwear (sandals, slides) under the "Wings of Luck, Peace & Love" brand philosophy. Products are sold directly to Vietnamese consumers through the bobui.vn e-commerce storefront and the Shopee Vietnam marketplace, with limited international shipping via Viettel Post Global.
Is BOBUI a public or private company?
BOBUI is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BOBUI founded?
BOBUI was founded in 2014. It employs 11 to 50 people.
Where is BOBUI based?
BOBUI is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does BOBUI make money?
One revenue line is on record: direct Product Sales.
Who are BOBUI's main competitors?
Direct peers on record are Routine Official, The Blue Tshirt, NEM Fashion, BTS (Behind The Screen), Clownz and Dirty Coins. Broad incumbents are Owen, Yody and Canifa. Juno is listed as a regional player.
Does BOBUI have an API?
No public API is recorded for BOBUI.
What industry is BOBUI in?
BOBUI's product category is Streetwear Apparel & Accessories. Its primary akta.pro industry code is CRAGAJAG, Gift, Novelty & Souvenir Variety Stores, with a secondary code of CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 4581 and its SIC code is 5600.