Bonia plans A & P campaign, closure of loss-making outlets to improve results

Homegrown international luxury brand Bonia unveiling its latest bags, satchels and more at Gurney Plaza's Style Emergence Fashion Weekend 2016. (Jeremy Tan / Apr 8, 2016)

KUALA LUMPUR: Attire manufacturer and retailer Bonia Corp Bhd expects to improve its performance in financial year 2017 through continuous advertising and promotion (A & P) activities as well as the closing of its loss-making boutiques. 

Group managing director Datuk Albert Chiang said the company had allocated between 5% and 7% of its revenue for A & P programmes.

“For the last one year, we have been actively pursuing A & P activities through social media as it gives faster impact to the campaign,” he told Bernama after the company’s AGM in Kuala Lumpur on Tuesday.

For the financial year ended June 30, 2016, Bonia's pre-tax profit fell to RM45.93mil from RM72.70mil in the same period last year.

Its revenue declined to RM665.43mil from RM695.32mil previously.

The weaker performance was mainly attributed to sluggish performance from Malaysia and Singapore businesses due to adverse global economic uncertainty, currency volatility and weak consumer sentiment.

Chiang said apart from A & P campaigns, the company had also closed loss-making boutiques to improve financial performance.

He said in financial year 2016, 10 boutiques had been closed involving licensed brand boutiques and not the company’s own brand outlets.

Moving forward, he said, the company would continue to undertake prudent measures and be selective on store openings.

Apart from Malaysia and Singapore, Bonia also has operations in Indonesia, Vietnam, Cambodia and Myanmar through its flagship fashion label Bonia as well as Sembonia and Carlo Rino.

It also holds the licence to distribute international labels including Santa Barbara Polo  and  Racquet Club, Jeep, Braun Buffel and Pierre Cardin through its network of over 1,400 sales outlets including 185 standalone boutiques in the region. - Bernama