BrilliA buys majority stake in Malaysia's Neubodi to enter Southeast Asian retail
What's the deal? BrilliA IncorporatedDealroom has a profile for this one. Try Dealroom → (NYSE American: BRIA), a Singapore-based supplier for ladies' intimate apparel brands, has acquired a majority equity interest in Malaysian lingerie brand Neubodi Holdings, effective August 1, 2026. The deal value was undisclosed.
Who is Neubodi? Founded in 2008, the brand is known for a holistic bra fitting approach and a range of 72 bra sizes, spanning cup sizes A to I and band sizes 65 to 100. It operates 11 retail stores across the Klang Valley, Penang, and Johor, plus e-commerce and social media channels.
Why now? The acquisition marks BrilliA's move into branded specialty retail in Southeast Asia, broadening the company beyond its existing B2B supply and design operations.
What's the endgame? BrilliA plans to pair Neubodi's retail and consumer capabilities with its own global sourcing, design, and supply chain expertise. Neubodi also provides a new distribution channel for BrilliA's intimate apparel portfolio, including its DIANADealroom has a profile for this one. Try Dealroom → brand.
What changes? Co-founder Tan See See will stay on as chief executive officer of Neubodi, and Ooi Kit Joyce remains part of senior management. For the financial year ending December 31, 2026, Neubodi is targeting net sales of roughly $3 million at a net profit margin of 10% to 12%.
"Neubodi represents an important milestone in BrilliA's evolution from a B2B intimate apparel supply and design provider into a more diversified business with a growing presence in branded consumer retail," said Kendrew Hartanto, chief executive officer of BrilliA.
What could go wrong? BrilliA cautioned that the timing and extent of any benefits depend on market conditions, execution, and its ability to integrate and grow the business. The financial targets are management expectations, not guarantees.
The signal: The deal reflects how B2B apparel suppliers are pushing downstream into consumer-facing retail to capture more of the value chain. With the Malaysia lingerie market valued at roughly $287 million, BrilliA is betting that fitting expertise and a physical store network can anchor a broader regional retail platform.
Read more: AP News
Image credit: Generated with Gemini
