Located at Lippo Mall Puri in West Jakarta, the 2,000 square foot retail space is Love, Bonito’s second new store in the market after its recent flagship store opening in the Grand Indonesia mall earlier in August.

While Love, Bonito already had a store at Lippo Mall Puri, the brand closed its previous location and moved to a more prominent spot on the ground level on Dec. 2. The new store boasts a four-fold increase in retail space and features new in-store concepts to provide a seamless customer shopping experience.

With a larger retail space, the store features Love, Bonito’s full range of thoughtfully designed collections and apparel, which include best-selling collections The Staples for basic essentials, LYLAS: festive collection and beyond, as well as the latest Fall/Winter and Festive collections.

To improve the customer shopping experience, a new electronic queue system has been implemented to shorten waiting times for fitting rooms.

Upon entering, shoppers can take a queue number and browse while waiting for fitting rooms to be made available. The store has a digital information screen featuring rolling queue numbers, providing increased visibility of waiting times for shoppers.

One of the store’s seven fitting rooms has also been designed in a modular way to enable customers to try on apparel with their companions or accommodate wheelchair users. Alteration services are available during store hours for customers to tailor apparel to their fit.

In addition, a hassle-free returns system allows shoppers to skip the queue and return online purchases at a designated return box in-store. Refunds will be processed in seven to 10 working days.

According to Love, Bonito Indonesia head Suzanne Simanjuntak, having a physical space is important for the brand to continue connecting with its community, dubbed LBCommunity.

“Besides providing customers with the opportunity to try on our apparel in person, we want to also create experiences that bring the Love, Bonito brand to life. With this new store, we aim to provide a greater range and reach out to new customers,” she said.

Speaking shortly after the store opening, Suzanne noted that as a brand with an omnichannel approach, the goal was to become accessible to customers, whether they were shopping from the comfort of their own homes or trying out new styles at the store.

“Because we are a community-driven brand, we would like to be close to our customers, and what would be better than communicating directly with them by having the store, where customers can talk directly to the team and experience the brand directly?” she said.

Since its first foray into the Indonesian market in 2015, Suzanne described Love, Bonito’s journey up until today as refreshing, as the brand undertakes it for a cause instead of being purely product-driven.

“Of course it has ups and downs, but it’s been steady and strong. One of the key highlights is the store openings because you have that platform to share the brand’s experience to the customers.”

With 2023 fast approaching, Suzanne circled back to Love, Bonito’s mission of empowering everyday Asian women and inspiring self confidence. The brand’s vision, she says, is to be the global destination for Asian women.

To that end, expansions to other countries remain a key goal for the Love, Bonito group, so as to be constantly present and accessible for Asian women across the globe. As for Indonesia, she said that the brand’s homework is to build a greater trust to broader communities and reach out to more women across Indonesia.

“Being able to create impact in a broader community is something that we want to have moving forward. It can be done in a lot of ways; store expansion is one, but of course other things like having community events as well to really talk to them, really genuinely understand and connect with them,” she explained.

“That’s the hope: becoming the thoughtful brand that people in Indonesia can resonate with, not only from the products but also the whole experience.”

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