What's In My Portfolio: Dione Song

Photo courtesy of Love, Bonito
26 Jul 2022

Dione Song is the CEO of Love, Bonito

“I’m Dione Song, CEO of Love, Bonito, Southeast Asia’s leading omnichannel womenswear brand with a mission to empower the everyday Asian woman at every stage of her life. The brand started in Singapore in 2010 with a mission to empower Asian women, encouraging them to pursue their dreams through thoughtfully designed apparel.

We secured our Series C funding of US$50 million in 2021 and have footprints in 10 key markets, including those in Southeast Asia, namely Singapore, Malaysia, Indonesia, Philippines, Cambodia, and East Asia markets, namely Taiwan, Hong Kong, and Japan, as well as Australia and the US.

It has been rewarding to see Love, Bonito evolving from a local brand to the leading Direct-to-Consumer womenswear brand in Southeast Asia, and even more so today, as a modern, purpose-driven brand on the global stage. Over the years, we’ve also crystalised our unique value proposition as a brand that strives to empower the Asian woman, within our #LBCommunity and beyond.

As we ventured outside of Southeast Asia, we noticed women in international markets like Hong Kong, the Philippines, Japan, as well as Asian diasporas in the US remained underserved by international brands. This keen sensitivity to the needs of Asian women around the world has renewed and cemented our purpose of becoming the destination for the Asian woman globally.

Since our venture into these markets in 2019, they’ve collectively shown triple-digit growth over the past year. With this huge potential, we have since launched dedicated websites and tailored our offerings to better suit the needs of Asian women across the globe, with consideration for their geographical locations, and cultural idiosyncrasies.

On the international front, we’re focused on doubling down efforts in omnichannel markets, and expanding into key international markets including Hong Kong, Japan, the Philippines, and the US. Last month, we launched our first flagship store in Hong Kong – our first outside Southeast Asia. Customers can also look forward to a pop-up in Japan in August.

To support these plans, we have also been placing significant emphasis on investing in our people (#TeamLB) as we work to build local teams in the aforementioned markets. I’m a huge believer that an organisation is made up of its people and we need to hire the right people. People who are not just smart, but have a good heart and the right intentions and can work as a team.”