Bonbijou is a Singapore-based brand dedicated to providing practical, affordable, and stylish solutions for babies, young children, and their parents. The company operates under Infantino Enterprise Pte Ltd, a local retail entity established in 1993 that specializes in infant and children’s goods. 1

The brand’s portfolio is extensive, covering essential categories such as strollers, car seats, baby cots, high chairs, baby seats, bathroom products, and various nursery accessories. Bonbijou positions itself within the mid-market segment, balancing quality with accessibility. 2

Key Facts

Origins as Bonbebe

The history of Bonbijou in Singapore begins in 2007, when the business was initially introduced under the name Bonbebe. Over time, the brand evolved, rebranding to Bonbijou by Bonbebe in 2013. By 2015, the name Bonbijou was officially trademarked in Singapore. 3

The current parent company, Infantino Enterprise Pte Ltd, was founded in 1993. It describes itself as a Singapore retail company specializing in infant and children’s products. In addition to owning Bonbijou, Infantino Enterprise serves as the local distributor for other international brands such as Munchkin, Galt, and Aleva Naturals.

Meaning of the Name

The name Bonbijou is derived from two French words:

• bon — meaning “good”
• bijou — meaning “precious” or “jewel”

According to the company, this combination reflects the bond between parents and children. The brand’s logo carries similar symbolic weight, with the letter “B” designed to evoke the image of an expectant mother and a heart opening to embrace.

Bonbijou centers its identity on three core principles:

1. Quality
2. Affordability
3. Style

These pillars are intended to provide parents with peace of mind while caring for their children. Unlike premium-only baby brands, Bonbijou focuses on functional products with contemporary designs at relatively accessible price points. This strategy places the brand firmly in the mid-market value-oriented segment of Singapore’s baby-products industry.

Bonbijou maintains a broad product portfolio rather than focusing on a single category. Its offerings span the developmental journey from infancy through early childhood.

Strollers

Strollers represent a major portion of the brand’s catalog. The range includes compact, full-sized, and auto-folding models. Notable products include the Leroy Auto Fold Stroller, Flexi-Go 2-Way Stroller, and Mini-Go Compact Stroller. The brand also supplies compatible accessories such as organizers, hooks, and adaptors.

Car Seats

The brand produces infant and child car seats, including convertible and foldable options. Current listings feature the Bonbijou Infant Car Seat (i-size) and the Explorer Foldable Car Seat. This category extends Bonbijou’s reach into child transportation and safety equipment.

Baby Cots and Nursery Products

Bonbijou offers baby cots and related nursery items designed to adapt to different stages of a child’s development. An example is the Doozy 7-in-1 Baby Cot. Other nursery essentials include cot organizers and mattresses.

High Chairs and Baby Seats

Products focused on feeding and seating include multifunctional high chairs. The Dee Multipurpose High Chair, for instance, is marketed as a versatile item that can function as a baby base, floor seat, high chair, table-and-chair configuration, or stool.

Bathing and Toilet-Training Products

To support later developmental stages, the brand provides items such as:

• Baby bath supports
• Foldable baby bath tubs
• Potty seats
• Grow-with-me potties
• Toilet-training accessories

This range allows the brand to accompany children beyond the newborn phase.

Smaller Parenting Accessories

Bonbijou also sells a variety of lower-cost accessories, including cup and phone holders, stroller hooks, organizers, infant head supports, crib accessories, and general baby-care items. The online catalogue features dozens of products across these sub-categories.

Bonbijou is characterized as a homegrown, value-oriented baby-equipment brand. Its market position bridges the gap between two extremes:

• Premium international baby brands: Focus on prestige, advanced materials, and higher pricing.
• Basic mass-market baby products: Focus on low prices and basic functionality.
• Bonbijou: Combines reasonable pricing, functionality, modern styling, and broad product coverage.

This positioning addresses the significant household expenditure associated with baby equipment in Singapore, where items like strollers, car seats, and cots are essential purchases.

Infantino Enterprise describes Bonbijou as a Singaporean brand, and official collection pages refer to it as a local provider of strollers, car seats, and baby cots.

It is noted that being a “Singaporean brand” refers to ownership and origin rather than necessarily implying that every component is manufactured domestically. Public materials describe the brand as locally crafted, particularly for parts of its stroller and car-seat ranges, though the entire portfolio may not be produced within Singapore.

Bonbijou products are distributed through various Singapore retailers and online channels. Infantino Enterprise lists partners including BHG, Cold Storage, Isetan, Kiddy Palace, NTUC FairPrice, Takashimaya, Tangs, and Toys”R”Us, alongside digital marketplaces.

The brand also operates its own direct-to-consumer online store. Physical showroom services are provided through J&E Baby & Mothercare Pte Ltd, located at:

J&E Baby & Mothercare Pte Ltd
81 Toh Guan Road East

02-02 Secom Centre

Singapore 608606

Bonbijou states that its products are covered against defects in materials and workmanship. The standard warranty periods are:

• Strollers: 12 months
• Baby cots: 12 months
• Playpens: 12 months
• High chairs: 12 months
• Car seats: 12 months

The warranty excludes normal wear and tear, accidental damage, misuse, and unauthorized repairs. This after-sales support is considered a key factor for consumers purchasing high-use items like strollers and car seats.

The brand has supported the Singapore Children’s Society through an initiative contributing S$2 for every participating Bonbijou product sold. The company frames this effort as part of its belief in supporting and caring for children.

Conceptually, Bonbijou’s identity revolves around parent-child bonding. The brand narrative highlights familiar milestones—such as pregnancy, first movements, first cries, and first steps—to position its products as companions throughout childhood.

Visual and verbal communications emphasize themes of parenthood, love, child development, practicality, affordability, modern design, and peace of mind.

Key items currently associated with the Bonbijou range include:

• Doozy 7-in-1 Baby Cot
• Leroy Auto Fold Stroller
• Flexi-Go 2-Way Stroller
• Mini-Go Compact Stroller
• Infant Car Seat (i-size)
• Explorer Foldable Car Seat
• Dee Multipurpose High Chair
• 3-in-1 Grow-With-Me Potty
• EasyFold Baby Bath Tub & Stand
• Infant Head Support
• Stroller organisers and accessories

The corporate structure is defined by Infantino Enterprise Pte Ltd as the owner of the Bonbijou brand. Founded in 1993 and headquartered in Singapore, Infantino Enterprise identifies explicitly as the brand owner. This distinguishes Bonbijou from similarly named international entities, confirming its status as a Singapore-origin brand operated by a local company.

Bonbijou is a Singaporean baby-care and nursery-equipment brand that established its current identity in the 2010s, evolving from the earlier Bonbebe label which entered the market in 2007. Owned by Infantino Enterprise Pte Ltd, it offers a wide array of products, particularly in strollers, car seats, cots, and high chairs.

The brand’s primary competitive proposition is providing parents with products that balance quality, affordability, and style. By covering the everyday journey from infancy to early childhood, Bonbijou aims to deliver good products for something precious: the parent-child relationship.

1. Bonbijou Collection – Infantino Singapore
2. Official Bonbijou website
3. Our Story – Bonbijou