Founder of Bonia Group Berhad

Mr. Chiang Sang Sem

Fashion design is the art of application of design and aesthetics or natural beauty to clothing and accessories. From the early years of 21 century, fashion industry has become a well-known global industry for many ages and the consumer behavior of the new era has a high-taste and extremely demand in fashion. The establish brand Malaysia product known as Bonia has become one of the international brand products. Bonia Group was founded by an entrepreneur named Mr. Chiang Sang Sem and he is a Group Executive Chairman of the company at the moment. He started the business in designing, manufacturing, marketing, retailing and distribution in high-fashion branded leatherwear, footwear, men’s apparel and accessories. His involvement in leather industry span a period over 30 years. He possesses in-depth knowledge, skills and expertise in all aspects of the leatherwear trade. Mr. Chiang is responsible for the overall business development and formulating the Bonia Group’s strategic plans and policies. The company’s images of producing their high-quality products meet all kinds of criteria which are classy, contemporary, elegant, glamorous and sophisticated.

Mr. Chiang travels extensively to Italy, Germany, France, Japan, Hong Kong, Taiwan, China, Bangkok, Vietnam and Indonesia in order to ensure the company is very much in line with the trends of fashion and technological changes in leatherwear and fashion accessories industry. He did it successfully as the company mission is to be recognized as an internationally luxury brand with excellent customers satisfaction. The most important thing is the company has to achieve their own Vision 2015 as the Bonia Group will have the most desirable brand in fashion industry which will be relevant to all generations. Bonia is internationally recognized as a leading high-fashion brand, designing exquisitely-craft luxury goods made with the finest materials. It is one of the most successful Malaysia brands with international recognition. The materials that being use to produce a high-quality products are made from Italy. Mr. Chiang visited the Leather Trade Fair in Bologna, Italy in 1977 and he was inspired by the artwork of Giambologna and finally registered BONIA as a brand name. The Bonia Group is an expert in producing a high quality handbags and luggage at the moment.

After 15 years of struggling in fashion industry, Mr. Chiang decided to take a next big step with the introduction of other fashion (ciri2). There are menswear, timepieces as well as eyeswear. This is one of the Bonia Group strategic movement of which the company comes out with a variety of products instead of producing a leather handbags and luggage. Bonia Group has a network over 883 sales outlets and 103 boutiques throughout the world. Many countries has a Bonia outlets and there are including in Malaysia, Singapore, Vietnam, Indonesia, Myanmmar, Japan, Taiwan, China, Thailand, Brunei, Saudi Arabia, Syria and Oman. This high-fashion brand product has served the entire Asia area at the moment. The Bonia headquarter is in Kuala Lumpur, Malaysia. The brand name is already listed in the Main Board of Bursa Malaysia in 1994.

Bonia designs are Italian inspired and each piece is tastefully created with the finest quality materials by skillful masters. Bonia has collaborated with the Italian designer, Studio Pelletteria Alessandra of Italy as one of the strategic business alliance. Besides that, in 2003, Bonia expands into Thailand as the expansion is part of the brand strengthening strategy to become the leader in the Asian fashion accessories industry. The company has to move on into a next step by not only expand and diversify into bigger markets but also to venture itself up for the demand for higher quality products and more sophisticated designs of the international caliber. Thus, this wills increasing the fashion-conscious consumers bodes well for the future of the BONIA brand. In addition to its flagship label of Bonia, the company is also behind the successful brands such as Sembonia and Carlo Rino.

Mr. Chiang inspired me very well who fortuities we have to be patient on whatever we are doing. He started his journey since 1974 by travelling to the Europe and Asian countries in order to find the suitable high quality leather for his products. After that, he continues searching and learning as well as making good relationships with the foreign designers from all over the world. From here, he learns a lot and he started to spread out his business into the international level. Bonia outlets nowadays have become the leading brand products in Asia and the company’s mission is to conquer the globe.

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