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Group Profile

Extracted from Annual Report 2018

Bonia Group was founded in 1974 by the Founder, Group CEO and Group Executive Director, Mr. Chiang Sang Sem, as a business involved in luxury design, manufacture, wholesale and retail of luxury leather goods in Singapore. Owing its name to the Italian city of Bologna back in 1977; the BONIA brand was subsequently registered as an authenticated brand name. Due to the emergent launch of their products brought to the Malaysian market in 1978. BONIA opened its first boutique in Singapore in 1981, followed by its first boutique in Malaysia in 1988. In 1990, it ventured beyond its core markets of Malaysia and Singapore to expand to Indonesia, Hong Kong, Brunei and Taiwan. It further expanded to the markets of Vietnam, Japan, Thailand, China and Saudi Arabia in the year 2000, 2003, 2005 and 2007 respectively.

In addition to its flagship fashion label BONIA, the Group has successfully established SEMBONIA and CARLO RINO brands. The German brand BRAUN BúFFEL joined Bonia Group through the acquisition of 70% equity stake in Jeco (Pte) Ltd since December 2010. The Group additionally holds the licenses to distribute renowned international brands such as Santa Barbara Polo & Racquet Club, Valentino Rudy, The Saville Row Company, Pierre Cardin and Renoma.

Today, the Group owns 788 sales outlets and 188 standalone boutiques throughout the world, including countries such as Singapore, Malaysia, China, Taiwan, Japan, Vietnam, Thailand, Cambodia, Myanmar, Indonesia, Brunei, Phillipines, Australia, Hong Kong, Kuwait, Saudi Arabia, and Egypt. The Group engages in product design, manufacture, promotion, marketing, distribution, wholesale, and retail of luxury leatherwear, footwear, apparel, accessories and eyewear, for both men and women under its in-house brands as well as other international licensed brands. The Group also involves in management and rental of commercial properties.


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