Brett Blundy, through his company BBRC, has recently unveiled a new global lingerie, sleepwear, and beauty brand known as Léays. The brand, as described on its LinkedIn profile, is on a mission to redefine the concept of lingerie, sleepwear, and beauty for contemporary women. With a focus on assembling a top-tier team to materialize their vision, Léays is dedicated to offering innovative products and a premium retail experience that is both inspirational and transformative.

Heading the brand as CEO is Linda Whitehead, previously the group GM of apparel label Jay Jays, while Julie Hastings, the former global CEO of Honey Birdette, assumes the role of COO. Recently, Léays initiated the search for its store manager, as revealed in a LinkedIn post by Bri Brown, the head of people and culture.

Despite the excitement surrounding the launch of this new brand, there has been some confusion regarding its pronunciation. A retail expert, who chose to remain anonymous, expressed concerns about the name causing initial ambiguity. The expert highlighted the importance of a brand name being easily recognizable and correctly pronounced to establish strong market positioning and brand awareness from the outset. Speculation about the pronunciation of Léays varies, with some likening it to a popular American potato chips brand, while others suggest a more plausible association with the word ‘lace’.

BBRC, under Brett Blundy’s leadership, has a history in the lingerie sector, having previously owned the lingerie chain Bras N Things, which reached a milestone of 200 stores before being acquired by the US-based underwear group Hanes for $500 million in 2018. Reports from last September indicated Blundy’s collaboration with BBRC’s global chief executive of retail, Mark McInnes, as they laid the groundwork for a reentry into the lingerie and sleepwear market. The duo was said to be actively recruiting talent from Bras N Things and Honey Birdette for their new venture.

The launch of Léays represents a strategic move by BBRC to tap into the global lingerie market, leveraging the expertise and experience of industry veterans to carve a niche for the brand. With a strong emphasis on innovation and customer experience, Léays is poised to make waves in the lingerie industry, offering a fresh perspective on intimate apparel and beauty products tailored to the needs of the modern woman.