Brett Blundy, through his company BBRC, is set to introduce a new global lingerie, sleepwear, and beauty brand called Léays. The brand aims to revolutionize the concept of lingerie, sleepwear, and beauty products tailored for the contemporary woman. With a focus on innovation and exceptional retail experiences, Léays is assembling a top-tier team to materialize its vision.

The brand’s CEO, Linda Whitehead, previously held a senior position at Jay Jays, while Julie Hastings, the former global CEO of Honey Birdette, serves as the COO. Léays recently initiated the search for a store manager, marking progress towards its operational setup. Despite these developments, BBRC has not yet made any official announcements regarding its plans for the new label.

However, industry experts have noted that the brand name, Léays, has sparked some confusion among consumers. The pronunciation of the name has become a topic of discussion, with some suggesting it could be interpreted as a reference to a popular American potato chips brand. Others speculate that it may allude to the word ‘lace,’ which would be more contextually relevant in the lingerie industry.

BBRC’s history includes ownership of the lingerie chain Bras N Things, which was eventually sold to the US-based Hanes group for $500 million in 2018. Recent reports have highlighted Brett Blundy’s collaboration with Mark McInnes, BBRC’s global chief executive of retail, as they venture back into the lingerie and sleepwear sector. The duo is said to have been actively recruiting former staff from Bras N Things and Honey Birdette to support their new endeavor.

The launch of Léays signifies a strategic move by BBRC to re-establish a foothold in the intimate apparel market, leveraging past experiences and industry expertise. As the brand prepares to enter the competitive lingerie landscape, the emphasis on brand identity and consumer perception, starting from the name pronunciation, will play a crucial role in shaping its market positioning and success.

Overall, the unveiling of Léays under Brett Blundy’s BBRC umbrella represents a significant development in the lingerie industry, signaling a potential shift in the sector’s dynamics and consumer preferences. With a blend of seasoned professionals and a commitment to redefining traditional norms, Léays is poised to make a mark in the global lingerie market, offering a fresh perspective on intimate apparel and beauty products for the modern woman.