Who would’ve thought that behind the glitz and glamour of luxury fashion label BONIA lies the story of a once-struggling teenager, the son of a rubber tapper, who earned only RM15 a month making handbags in a small factory?
Today, BONIA is a name many would associate with European elegance, its branding, boutiques, and even its monogram seem like something that could’ve come from Milan or Paris. But this proudly Malaysian brand started with one man’s determination to rise above poverty, and that man is Chiang Sang Sem, or as many now know him, S.S. Chiang.
A Rubber Tapper’s Son With Big Dreams
More than 60 years ago, in a humble kampung in Melaka, a rubber tapper was raising nine children. The eldest, Sang Sem, left home at the tender age of 15 to live with an uncle in Penang. There, in a small handbag factory, he began learning the craft; cutting, stitching, designing. For a measly RM15 a month, he worked tirelessly.
But Chiang had bigger dreams.
In 1971, determined to change his fate, Chiang made his way to Singapore in search of better opportunities. He found work in a larger handbag factory, earning just $60 a month—a modest improvement, but a crucial step forward.
By 1974, with unwavering focus and years of hands-on experience under his belt, Chiang decided it was time to strike out on his own. He had only $1,200 in savings and borrowed $3,800 more from family. With that, he set up a humble factory in Singapore with seven employees, three of whom were his brothers. He paid them just $1 a day, while he took no salary at all for the first few months.
Every cent was precious. He bought a secondhand sewing machine, worked 15-hour days, and slept on a folding bed in the factory. There were no shortcuts. Chiang personally delivered each completed bag to customers on his motorbike, rain or shine.
From Folding Bed to First Mercedes
What he lacked in capital, he made up for with heart. His grit, sacrifice, and sheer determination laid the foundation of what would eventually become one of Asia’s most iconic fashion houses.
From that motorbike, he graduated to a Datsun, then a Mazda, and finally, a Mercedes-Benz. Chiang moved his operations to Johor Bahru in 1978, and by 1979, inspired by a trip to Bologna, Italy, the name BONIA was born.
Why BONIA? He simply found “Bologna” too difficult for Asians to pronounce. So, he tweaked it into something smoother; Bonia. Little did he know, that name would one day be spoken in fashion capitals around Asia.
Through Fire and Storms
Chiang’s journey wasn’t without its challenges.
During the Asian Financial Crisis of 1997, he had to shut down his Singapore factory and sell off assets just to pay off debts. He had sleepless nights, tried golfing to relieve stress, and faced one of the most painful experiences of any parent; losing a child to a road accident.
Again in 2003, when SARS hit, BONIA’s sales plummeted by 50%. These hardships taught Chiang vital lessons about financial management and the importance of strong cash flow. Instead of giving up, he chose to rebuild.
Today, BONIA operates over 1,200 sales outlets and 185 standalone boutiques across Asia and beyond, including in Singapore, Malaysia, China, Japan, Australia, and even the Middle East.
From the iconic monogram bags to new ready-to-wear lines and collabs with global stars like Nayeon from K-pop group TWICE, the brand has made itself relevant to both loyal customers and new generations.
Enter the Second Generation: A New Chapter for BONIA
In 2024, Bonia marks its 50th anniversary, and the torch has been passed to the next generation.
At the helm is Dato’ Sri Daniel Chiang Fong Seng, the Executive Vice Chairman and Group Chief Executive Officer. The son of S.S. Chiang, Daniel grew up immersed in the family business. He started in 2008 as his father’s personal assistant, learning everything from factory operations to sales, design, and marketing.
In 2012, Daniel led the landmark acquisition of Braun Büffel’s Southeast Asia operations, further cementing Bonia’s position in the luxury segment. In 2022, the brand introduced its first new monogram in 30 years, La Luna, along with new ready-to-wear and lifestyle collections. Under Daniel’s leadership, Bonia has not only refreshed its brand image; it’s expanded its reach and relevance for a new generation of customers.
In April 2023, Daniel officially became the Group CEO, and in just a short time, he has overseen flagship store launches, driven digital expansion across TikTok and online platforms, and turned BONIA into a brand that doesn’t just ride fashion trends, it helps shape them.
Strong Financials Amid Changing Times
While many companies struggled post-pandemic, BONIA has shown resilience. According to the Bonia Corporation Berhad Annual Report 2024, the group recorded RM413.7 million in revenue for the financial year ending June 2024.
Even with a slight 2.5% dip in revenue compared to the previous year, mainly due to softer markets in Singapore and Indonesia, the company maintained a healthy net profit of RM39.9 million. The total assets increased to RM715 million, and shareholders’ equity rose to RM437 million, reflecting BONIA’s solid foundation and forward-looking strategy.
From a Kampung Boy With a Needle to a Timeless Legacy
BONIA may look like an Italian luxury label, but behind the glossy facade is a Malaysian story of growth and generational legacy.
It’s easy to admire a brand for its beautiful designs and premium quality. But when you know the story behind it; the folding bed, the motorbike deliveries, the sleepless nights, the admiration becomes something deeper.
BONIA is not just a brand. It’s a testament that poverty doesn’t define your destiny. Grit does.
So the next time you step into a BONIA store or spot their monogram on someone’s arm, remember: it all started with a teenage boy from Melaka who refused to let hardship win.
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