BrilliA Establishes Cooperation Framework with Top French Luxury Brand and Lands European Introduction for In-House DIANA Brand

Rhea-AI Summary

BrilliA Inc (BRIA) has announced two significant developments: a cooperation framework with French luxury lingerie brand Maison Lejaby and plans to introduce its in-house DIANA brand in Europe. The Maison Lejaby partnership, through subsidiary Bra Pro , involves supplying intimate apparel products with an anticipated value up to €10 million. The agreement covers bras, panties, bodysuits, sleepwear, and swimwear.

Maison Lejaby currently operates in France, Spain, Italy, the UK, Israel, and Russia, with plans to expand globally within three years. Additionally, BRIA will launch its premium luxury DIANA brand in Europe by 2027. Both opportunities were secured during the Salon International De La Lingerie and Interfilière Paris trade show in January 2025.

Positive

• Secured partnership with established luxury brand Maison Lejaby worth up to €10 million
• Expansion into European luxury market through DIANA brand launch by 2027
• Access to Maison Lejaby's existing market presence across six countries
• Potential for increased revenue and profit margins through premium market positioning

Negative

• Extended timeline for DIANA brand launch (by 2027)
• Partnership value based on projected needs, not guaranteed orders

Insights

Luxury Fashion Market Analyst

The announced framework agreement with Maison Lejaby represents a strategic pivot for BrilliA into the premium luxury segment. The potential €10 million supply value is particularly significant for a company with a $79 million market capitalization, potentially representing a substantial portion of their revenue stream.

The partnership's strategic value extends beyond immediate financial implications. Luxury lingerie typically commands gross margins of 60-70%, substantially higher than mass-market products which average 30-40%. This margin expansion opportunity, combined with Maison Lejaby's planned market expansion beyond their current six-country presence, suggests strong potential for revenue growth and profitability enhancement.

The planned introduction of the DIANA brand in Europe by 2027 represents a calculated move into brand ownership, marking a significant evolution from BrilliA's traditional role as a solutions provider. This vertical integration strategy could drive higher margins and provide better control over the value chain, though it requires careful execution given the competitive European luxury lingerie market, dominated by established players like La Perla and Agent Provocateur.

Several key factors warrant attention:

• The framework agreement's structure suggests a gradual ramp-up rather than immediate revenue recognition
• European market entry timing coincides with projected post-pandemic luxury sector recovery
• The dual strategy of manufacturing for established brands while developing an in-house brand creates natural hedging against market risks

The timing of these announcements, following the prestigious Salon International De La Lingerie trade show, indicates strong market validation of BrilliA's capabilities in the premium segment. However, investors should note that success in the luxury market requires significant investment in quality control, design capabilities, and brand building - elements that could impact near-term margins despite higher revenue potential.

SINGAPORE, Feb. 14, 2025 (GLOBE NEWSWIRE) -- BrilliA Inc (“BRIA” or “the Company”), a one-stop service cross-border solution provider for ladies' intimate apparel brands, announced that it has established a cooperation framework with the iconic French luxury lingerie brand Maison Lejaby, with an anticipated supply value of up to €10 million based on projected needs. Under this arrangement, BrilliA Inc., through its subsidiary Bra Pro Limited, will supply intimate apparel products—including bras, panties, bodysuits, sleepwear, and swimwear—aligned with Maison Lejaby’s evolving requirements.

Maison Lejaby, currently sold in France, Spain, Italy, the UK, Israel, and Russia, has announced plans to expand into additional global markets within the next three years.

In addition, BrilliA Inc. has also secured an opportunity to introduce its own premium luxury DIANA brand in Europe no later than 2027. According to the Company, this introduction is expected to "generate incremental profit margin, further strengthen BrilliA’s market position, and contribute to its mission of empowering women through exceptional lingerie.”

Both opportunities were secured during the Company’s participation in the annual Salon International De La Lingerie and Interfilière Paris trade show, held in Paris from January 18–20, 2025.

“We are excited about these opportunities. These opportunities should not only increase our revenue flow and profitability but also allow us to diversify our offerings for a new class of customers. The Company’s collaboration with Maison Lejaby will further reinforce the Company’s reputation as a top solutions provider for leading global brands, ultimately delivering substantial value to shareholders,” said Company CEO Kendrew Hartanto.

CAUTIONARY NOTE REGARDING FORWARD-LOOKING STATEMENTS

Certain statements in this press release are “forward-looking statements” as defined under the federal securities laws, including, but not limited to, the Company’s expectations regarding the completion, timing and size of the proposed Offering and statements regarding the use of proceeds from the sale of the Company’s shares in the Offering. These forward-looking statements involve known and unknown risks and uncertainties and are based on the Company’s current expectations and projections about future events that the Company believes may affect its financial condition, results of operations, business strategy and financial needs, including the expectation that the Offering will be successfully completed. Investors can find many (but not all) of these statements by the use of words such as “believe”, “plan”, “expect”, “intend”, “should”, “seek”, “estimate”, “will”, “aim” and “anticipate”, or other similar expressions in this press release. The Company undertakes no obligation to update or revise publicly any forward-looking statements to reflect subsequent occurring events or circumstances, or changes in its expectations, except as may be required by law. Although the Company believes that the expectations expressed in these forward-looking statements are reasonable, it cannot assure you that such expectations will turn out to be correct, and the Company cautions investors that actual results may differ materially from the anticipated results and encourages investors to review other factors that may affect its future results in the Company’s registration statement and other filings with the SEC.

About BrilliA Inc

BrilliA is a one-stop service cross-border solution provider for ladies' intimate apparel brands, managing sales and customer relationships with major clients like Fruit of the Loom, Hanes Brands Inc and H&M, with the expertise in handling sourcing, design, prototyping, supply chain to logistic management as well as quality control of products manufactured by independent third party manufacturing facilities for their customers worldwide.

For further information, please contact:

BrilliA Inc Contact:
220 Orchard Road, Unit 05-01, Midpoint Orchard
Singapore 238852
(+65) 6235 3388
Email: info@brilliaincorporated.com 

Investor Relations Inquiries:
Skyline Corporate Communications Group, LLC
Scott Powell, President
1177 Avenue of the Americas, 5th Floor
New York, New York 10036
Office: (646) 893-5835
Email: info@skylineccg.com 

FAQ

What is the value of BRIA's partnership with Maison Lejaby?

The partnership has an anticipated supply value of up to €10 million based on projected needs.

When will BRIA launch its DIANA brand in Europe?

BRIA plans to launch its premium luxury DIANA brand in Europe no later than 2027.

Which countries currently sell Maison Lejaby products?

Maison Lejaby products are currently sold in France, Spain, Italy, the UK, Israel, and Russia.

What products will BRIA supply to Maison Lejaby?

BRIA will supply intimate apparel products including bras, panties, bodysuits, sleepwear, and swimwear.

Where was the BRIA-Maison Lejaby partnership announced?

The partnership was secured during the Salon International De La Lingerie and Interfilière Paris trade show, held in Paris from January 18-20, 2025.