Within a year of its Series C funding in October 2021, Love, Bonito, Southeast Asia’s leading womenswear brand, has kickstarted its evolution into a well-rounded female ecosystem with the acquisition of butter., a Singapore based women-led activewear brand, which will be reintroduced as cheak this October.
This news comes on the back of Love, Bonito’s investment in Moom Health, a Singapore based natural healthcare startup. This acquisition marks Love, Bonito’s commitment to building a holistic female ecosystem with a house of brands that have been thoughtfully curated for the everyday Asian woman. Its next category expansion in activewear is part of its long-term vision in supporting essential facets of women’s needs.
“This is an extraordinary milestone for us to achieve within one year of our Series C funding. Our long-term vision is to be a true life partner for our community of women, in and beyond fashion, and activewear is a key category we’ve looked to venture into since two years ago,” says Dione Song, CEO of Love, Bonito. “Merging forces with butter. came at the right place and time for both of us, and we look forward to reshaping our evolution into a female ecosystem alongside emerging passion-driven women-led brands.”
butter. was established in 2020 by Singaporean female co-founders Olivia Yiong and Tiffany Chng, who are avid sports women looking to address a long-standing lack of high-quality affordable activewear with an Asian fit. With their strong sense of strategic thinking and acute marketing and design sensibility, butter. made a name for themselves and quickly established credibility amongst the local fitness community with over 100+ instructors onboarded on their instructor program.
According to Tiffany Chng, Co-founder of cheak, she said, “To celebrate this milestone, we are rebranding butter. to cheak, which was chosen to play on the word ‘cheeky’ and represent our brands’ vibrant personas. Every element of cheak has been carefully chosen to represent the ambitious female active persona – strong and confident, mindful, and knows how to have a little fun along the way.’’
Their keen Asian sensibility and commitment to fostering a strong female community was what truly cemented Love, Bonito’s decision to onboard the brand. Together, they are driven by the shared Asian-centric design philosophy and brand mission to empower the everyday Asian women with confidence through its thoughtfully designed apparels. With this acquisition, Love, Bonito forges ahead as an industry leader in the direct-to-consumer space and is thrilled to lend support to another women-led Asian-centric brand as it scales to greater heights across the region.
cheak builds upon butter.’s signature design philosophies with an expanded range of activewear thoughtfully designed with Asian-sensibilities in terms of fit, colours, climate and sport activities. The activewear collection features signature elevated basics and trendy pieces that are designed with intention in mind. Chosen based on selected sport activities, the activewear apparels are available in two fabrics, namely BaseCore® and BaseFlex®.
The inaugural collection includes a total of 12 styles (sports bras, leggings and biker shorts), seven inclusive sizes from XXS to XXL, and 13 colours, with eight colours available on Love, Bonito.
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