In the changing rooms of Love, Bonito’s latest outlet at VivoCity, there are cute little yellow clothing hooks at child level. And on top of the local fashion brand’s usual signature uplifting quotes — like “Shine on, beautiful” — printed on the mirror, there’s a little quote for your mini-me too, if he or she can read words like “Hey there, lil one”. Or maybe it’s more for mama to see and feel all warm and fuzzy, like she and her (sometimes noisy) brood are super welcome here.
Yup, maybe it has something to do with Love, Bonito co-founder Rachel Lim being pregnant (she’s due in December) or maybe it just makes good business sense, but LB has gone family-friendly. They launched their first kids’ capsule collection last December for Chinese New Year 2020, and has since launched more cute clothing for littles, so that fashionable mummies can twin with their mini-mes.
And the new 4,300 sq ft store, their second largest after their Funan store, is designed for families, with more space for prams in between racks of clothes, hooks for the little ones at their level so they can feel invested in picking and trying on their own clothes, and a community space which will be used to engage and entertain kids once we can get past Covid-19. There are 12 fitting rooms and four modular fitting rooms which can expand to two big rooms for ladies with kiddos and prams or groups of female shoppers to shop and try on outfits together.
Of course, the store also carries the largest kids’ collection of all their stores, with racks dedicated to kids’ clothing and mummies’ twinning fashion, as well as new lines introduced this year such as Loungewear, The Staples and Footwear.
And there’s something to be said for opening during a pandemic. Inspired by everyone’s desire to be out, thanks to being stuck at home the last few months, the store’s design is inspired by the motto “bring the outdoors, indoor”, with the use of materials and elements typically used outdoors, such as granite, terracotta, hints of bamboo and greenery.
There’s also a pop-up showcase of kids’ lifestyle brands (many of them local) during the new store’s opening, where you can check out toys, books and crafts which are actually not for sale, but which are redeemable as part of LB’s Loyalty Program, where you earn 1 point for every $1 spent. The items in the rewards shop change every month, and can be redeemed online.
As part of VivoCity’s opening weekend (4 to 6 September), shoppers can enjoy exclusive gifts and more Loyalty Program, aka LBCommunity+, points.
Love, Bonito VivoCity is at #02-07A.