Brett Blundy, through his company BBRC, is introducing a new global lingerie brand called Léays, sparking curiosity about its pronunciation. The brand, as described on its LinkedIn page, is set to revolutionize lingerie, sleepwear, and beauty products tailored for the contemporary woman. With a focus on assembling a top-tier team to actualize their vision, Léays promises a blend of innovative design, product offerings, and an exceptional retail environment aimed at inspiring and transforming its audience.

Heading the brand is Linda Whitehead, a former group GM at Jay Jays, serving as the CEO, while Julie Hastings, the former global CEO of Honey Birdette, takes on the role of COO. Recently, Léays initiated the hunt for a store manager, signaling progress in its operational setup, as shared in a LinkedIn post by Bri Brown, the head of people and culture.

Although BBRC has not officially disclosed details or strategies concerning this new venture, industry experts have raised concerns about the brand name’s potential confusion among consumers. One commentator noted that a complex-to-pronounce name might hinder initial brand recognition and positioning in the market. Drawing parallels to a popular American snack brand or a more plausible association with lace, the ambiguity surrounding the pronunciation of Léays remains a topic of interest.

BBRC’s history includes ownership of the lingerie chain Bras N Things, which flourished to 200 stores before being acquired by Hanes, a US-based underwear conglomerate, for $500 million in 2018. Reports from last September indicated that Brett Blundy, in collaboration with BBRC’s global retail chief executive Mark McInnes, was orchestrating a comeback in the lingerie and sleepwear segment. Notably, their recruitment efforts included talent from Bras N Things and Honey Birdette, showcasing a strategic approach to talent acquisition and industry expertise infusion into the new brand.

The anticipation surrounding Léays’ launch and its potential impact on the lingerie market underscores the industry’s dynamic nature and the strategic maneuvers of key players like Brett Blundy and BBRC. As the brand navigates the intricacies of brand recognition, consumer engagement, and market positioning, its journey will be closely watched by industry insiders and consumers alike for its innovative offerings and unique brand proposition.