BONIA

BONIA is a Malaysian leather goods and fashion brand established in 1974 by Chiang Sang Sem. It sells handbags, wallets, small leather goods, clothing, watches and accessories for women and men.

What is BONIA?

BONIA is a Malaysian accessories brand that describes itself as an international luxury brand and leather expert. It was established in 1974 and is the flagship label of Bonia Corporation, a group that positions BONIA as affordable luxury alongside the youth-oriented Carlo Rino and the lower-priced Sembonia.

History

Founder Chiang Sang Sem began as a leather goods wholesaler and named the company after the 16th-century sculptor Giambologna, whose work he encountered at a leather trade fair in Bologna. The business moved its base from Singapore to Malaysia in 1978.

Products and positioning

The range spans women's and men's bags, wallets and small leather goods, clothing, watches and accessories, with collections such as Soleil, Nadia, Classic Monogram and La Luna Monogram, as well as travel goods and fragrance.

Distribution

BONIA has operated boutiques in major Malaysian malls and at airports including Kuala Lumpur International Airport, Singapore Changi and Hong Kong International Airport, and the group has reported a presence in markets such as China, Indonesia, Japan and Saudi Arabia. Its official website ships to countries including Malaysia, Singapore, Australia and the United States.

Why it matters

BONIA is one of the best known home-grown leather goods names in Southeast Asia and an example of a regional brand building a multi-label accessories group.

Frequently asked questions

Where is BONIA from?

BONIA is a Malaysian brand; the company moved its base from Singapore to Malaysia in 1978.

What does BONIA sell?

BONIA sells leather handbags, wallets and small leather goods, plus clothing, watches, accessories and fragrance for women and men.

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