48.5% OF REVENUE COMES FROM BRICK & MORTAR STORES

Chiang Sang Sem (SS Chiang) learned the fine craftsmanship skills of making leather bags on the job when 15 years of age. Moving from Malacca to Penang and then to Singapore in 1971, SS Chiang started his own leather bags business with his younger brothers. Bonia was founded in 1974 after SS returned from a holiday in Italy. 

Today listed Bonia Corporation is practically run by the second generation. SS Chiang oversees as Group Executive CM. Dato' Sri Daniel Chiang Fong Seng (38) was elevated to Group CEO on 1 April 2023. He was prior to this a Group ED of Bonia. Now he helms 3 brands - German origin Braun Buffel, Bonia & Renoma Paris. Daniel graduated with a Bachelor of Commerce from the University of Melbourne, Australia in 2007.  He joined Bonia Group in 2008 initially as the Personal Assistant to the Founder and Group Executive Chairman, from whom he learnt the trade from managing factory supply chains to product design, sales, marketing and business development. In 2012 he spearheaded Bonia's acquisition of Braun Büffel Southeast Asia from the heir to the 135 year old German origin brand, Christiane Brunk, great granddaughter of founder Johann Braun.  He was conferred Darjah Kebesaran Sultan Ahmad Shah Pahang Yang Amat Di Mulia – Peringkat Pertama Sri Sultan Ahmad Shah Pahang (SSAP) which carries the title Dato’ Sri in 2013.

Dato' Sri Chiang Fong Tat (45) Group Executive Director of Bonia Corp heads Sembonia ( he owns 30% of the subsidiary). His holds a Bachelor (Hons) Degree in Marketing and Management from Middlesex University, U.K. Joined Bonia Group in 2000 and is overall in charge of the development of Sembonia products.  

Chiang May Ling (35) Group ED since 1April 2023 oversees business ops of the licensed brands of Bonia Group. She holds a Bachelor of Commerce degree (Accounting & Finance) from Deakin University, Australia.She joined Bonia Group in 2011. 

Dato' Sri Chiang Fong Yee (47) is Group MD of Carlo Rino Group Berhad (CRG) which manages house brand Carlo Rino on the Leap Market (since 2018). CRG has filed a prospectus to go to ACE Market. He has a Bachelor's degree in Marketing and Statistics from Middlesex University. He joined the family run business in 2000. 

62% of Bonia's revenue comes from Malaysia and 31% from Singapore. Braun Buffel contributes 35%, Bonia 45,%, Sembonia 9%.

ACKNOWLEDGEMENTS

1. Bonia Corporation Berhad. 2023 Annual Report. https://bonia.listedcompany.com/misc/Bonia_AR2023.pdf
2. The Edge. 7 August 2024. https://theedgemalaysia.com/node/661839
3. Bonia Corporation Berhad. https://boniacorp.com/founders-story/
4. Tatler. https://www.tatlerasia.com/people/dato-seri-daniel-chiang
5. The Edge. 3 April 2023. Justin Lim.  https://theedgemalaysia.com/node/661839
6. Bonia Corporation Berhad. 1 September 2018. Change in the Boardroom. https://www.klsescreener.com/v2/announcements/view/223686
7. The Edge. 21 June 2023. Syafiqah Salim. https://theedgemalaysia.com/node/672082
8. Alva Productions. 3 August 2022. https://www.alvaproductions.com.my/post/how-carlo-rino-started
9. The Edge. 25 July 2011. https://theedgemalaysia.com/article/bonia%E2%80%99s-brand-crosses-borders
10. The Moodie Davitt Report. 4 January 2012. Melody Ng. https://moodiedavittreport.com/bonia-acquires-49-stake-in-leathergoods-firm-braun-buffel/
11. The Edge. 4 January 2012. https://theedgemalaysia.com/article/bonia-buys-braun-b%C3%BCffel
12. Braun Buffel. https://braunbuffel.com/us/about-us/
13. Carlo Rino Group Berhad. https://ir.carlorino.net/board-of-directors/