Love, Bonito builds on 'experiences', brings shopping to the beach

Love, Bonito has exclusively partnered with Klook, an Asian travel and experiences platform, to create an outdoor movie experience with Cinewav. Spread across the month of February and concluding in the first week of March, the events will be held at the Marina along Keppel Bay.

In commemoration of Valentine’s Day, which we celebrated this week, the movies showcased at the experience include popular romantic hits such as 500 Days of Summer, Pride & Prejudice, One Fine Day, My Best Friend’s Wedding and Jimami Tofu.

In collaboration with the screenings, Love, Bonito will have some of its items on display at the screenings. They will host pop-ups that will allow attendees to peruse the brand’s collection, along with portable fitting rooms.

According to a spokesperson from Love, Bonito, the brand is celebrating love this month and want to create a memorable experience for its consumers, hence the idea of being able to take in scenic seaside views while shopping. 

The brand also ran other experience-led activations in 2022 such as hosting shopping out of a Kombi van and creating an enchanted garden for its Waterway point store opening. These activations were well received by consumers, according to the brand. It added that its seaside campaign was mainly targeted at couples who enjoy watching movies and shopping together.

The Southeast Asian clothing brand is on a roll as it works to expand and bring its products to more people. Recently, the brand announced that it opened a revamped store in Jakarta in a more prominent location in a popular mall. The new store boasts a four-fold increase in retail space with new in-store concepts to make shopping more seamless for customers.

The reopening of Love, Bonito’s store comes as the brand appoints Pat Achakulwisut as its new chief commercial officer as of December last year. Achakulwisut will spearhead the strategy and growth of the brand’s assortment globally while helming the commercial organisation, which comprises the design, product development, planning, buying and merchandising teams.

She is a key contributor in Love, Bonito’s senior leadership and executive team, and has over a decade of strategy and mergers and acquisitions consulting experience focusing on fashion retailing and supply chain globally.

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