Singaporean omnichannel fashion retailer Love, Bonito has opened its first US pop-up store in NYC’s Soho neighbourhood as part of its global expansion. 

Located at 465 Broadway New York, the pop-up store will open until the end of this year. 

“With our US launch, we hope our message connects with diverse, Asian American women who celebrate their unique journeys and feel empowered by what they wear,” Rachel Lim, co-founder of Love, Bonito. 

The launch of the label’s first US pop-up store was disclosed last year and will be followed by a permanent store rollout. The retailer already had an online presence in the market before the launch to test the waters. The brand also aims to launch a physical presence in the Philippines this year, where according to the company, it has recorded “great traction” as online sales grow exponentially. 

Last year, the company entered the activewear market via the acquisition of Butter, which was later rebranded as Cheak. It also acquired a minority stake in healthcare startup Moom Health. 

Founded in 2010, the Singaporean brand has 18 brick-and-mortar stores across Singapore, Malaysia, Indonesia, Cambodia and Hong Kong.