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Group Profile

Extracted from Annual Report 2016

Bonia Group was founded in 1974 by the Group's Executive Chairman, Mr. Chiang Sang Sem, as a business involved in designing and manufacturing of leather goods for wholesale in Singapore. In 1977, Mr Chiang attended a leather trade fair in Europe and was inspired by the artwork of a 16th century sculptor named Giambologna. He subsequently registered BONIA as a brand name and launched products under the brand in Malaysia 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 developed two other in-house brands, namely SEMBONIA and CARLO RINO and co-owned the renowned Germany brand BRAUN BUFFEL through its acquisition of 70% equity stake in Jeco (Pte) Ltd since December 2010. The Group also holds the license 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 owned more than 1,200 sales outlets and 185 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 and Saudi Arabia. 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 is also involved in investment, development, management and rental of commercial properties and management of food and beverage services.

The Group strives to increase brand recognition and accelerate expansion plans on its in-house and co-owned brands by introducing new line of products, not only in Malaysia but also other regional markets. The Group's focus is to expand in overseas markets by leveraging on existing network as well as venturing in new markets in the coming years.


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