Brett Blundy’s investment firm BBRC announces the upcoming launch of Léays, a brand aimed at redefining lingerie, sleepwear, and beauty for modern women, led by industry veterans.
Brett Blundy’s investment firm, BBRC, is set to launch a new global brand focused on lingerie, sleepwear, and beauty, named Léays. The company has articulated its ambition to “redefine lingerie, sleepwear and beauty for the modern woman” on its LinkedIn profile, emphasizing a commitment to innovation in design and retail experiences.
Linda Whitehead, who previously served as the group general manager for the apparel label Jay Jays, has been appointed as the CEO of Léays. Julie Hastings, the former global CEO of Honey Birdette, has taken on the role of Chief Operating Officer. Their collective expertise in the fashion industry is expected to play a pivotal role in the brand’s development and market strategy.
Last week, the brand began its search for a store manager, as indicated by a LinkedIn post from Bri Brown, the head of people and culture at the company. While the groundwork for Léays is being laid, BBRC has yet to make an official announcement or disclose detailed plans regarding the upcoming label.
However, the brand’s name has sparked discussions among industry observers. A retail commentator, who chose to remain anonymous, commented on the challenges surrounding brand recognition. “When you launch a new brand and the first thing you have to do is explain to people how to pronounce it, you’re probably not exactly starting off on the front foot with name recognition or brand awareness – let alone establishing a market positioning,” the commentator noted. The name Léays has been compared to an American potato crisps brand, but it may also evoke associations with “lace,” a term that would offer more relevance to the product line.
BBRC previously owned a lingerie chain known as Bras N Things, which grew to 200 stores before being sold to the U.S. underwear group Hanes for $500 million in 2018. In September, the Australian Financial Review reported that Blundy was collaborating with BBRC’s global chief executive of retail, Mark McInnes, in a strategic move to re-enter the lingerie and sleepwear markets. The recruitment efforts have also included attracting talent from the ranks of Bras N Things and Honey Birdette, underscoring the firm’s commitment to quality and experience as it endeavors to carve out a space in the competitive lingerie and beauty sector.
Source: Noah Wire Services
