Apparel brand Bossini International narrowed its H1, FY25 net loss to HK$52 million ($6.7 million) despite the company’s revenue declining by 11.2 per cent to HK$265.1 million due to an economic slowdown.

This improvement in the company’s performance was attributed to its strategic cost control measures and the closure of underperforming stores in mainland China.

During the period, Bossini’s revenue from mainland China declined by 34 per cent to HK$49 million, reflecting the impact of the company's decision to close loss-making stores in the regions. Revenues in Hong Kong and Macau decreased by 3 per cent to HK$188 million, indicating a more stable but still challenging market environment. Meanwhile, Singapore's revenue also dipped by 7 per cent to HK$28 million, continuing the downward trend observed across its key markets.

At the end of the reporting period, Bossini International operated 427 stores as against 519 stores operated at the same time the previous year. This reduction in store count underscores the company's focus on optimising its retail footprint by shutting down non-performing locations, particularly in mainland China, to curb losses and improve overall profitability.

Amid these challenges, Bossini International is directing its efforts towards rebranding its core brand, Bossini X. The rebranding strategy encompasses several key areas: redefining brand positioning to better align with current market trends, expanding and refining product categories, adjusting pricing systems to be more competitive, and diversifying sales channels to reach a broader customer base. These initiatives are aimed at revitalising the brand and positioning it for future growth, even in a challenging economic environment.