BrilliA Incorporated has acquired a majority equity interest in Malaysian lingerie retailer Neubodi Holdings Sdn. Bhd., effective August 1, 2026, marking the Singapore-based intimate apparel supplier's first move into branded specialty retail in Southeast Asia.

The deal hands BrilliA control of an 11-store chain built around a proprietary 72-size bra fitting range. Neubodi operates in the Klang Valley, Penang and Johor, with locations in Mid Valley Megamall, 1 Utama, Sunway Pyramid and IOI City Mall, plus e-commerce and social-commerce channels.

Founded in 2008, Neubodi will keep co-founder Tan See See as CEO. Ooi Kit Joyce remains on the senior management team. BrilliA's wider portfolio includes its own DIANA brand.

What does the deal change for sourcing and supply-chain buyers?

The acquisition shifts BrilliA from a pure B2B design and supply model into a vertically integrated retail platform. BrilliA CEO Kendrew Hartanto framed it as a structural pivot.

"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," Hartanto said.

He added: "By combining Neubodi's retail and consumer capabilities with BrilliA's global sourcing, design and supply chain expertise, we see opportunities to support the brand's continued growth, improve operating leverage and develop additional distribution opportunities for our intimate apparel portfolio."

For vendor partners, the integration creates a route for BrilliA's existing intimate apparel lines, including DIANA, through Neubodi's store and digital channels, though no specific rollout timeline was disclosed.

How does the target pencil out?

Neubodi management's budget for the financial year ending December 31, 2026 points to net sales of approximately US$3 million and a net profit margin of 10% to 12%. Both figures are framed as expectations, not guidance.

The company noted that integration benefits will depend on market conditions, execution speed and BrilliA's ability to grow the retail platform.

What is the addressable market?

According to IMARC Group research cited in the announcement, Malaysia's lingerie market reached roughly US$287 million in 2025. It is projected to surpass US$500 million by 2034, a 6.3% compound annual growth rate across the 2026 to 2034 window.

That growth context underpins both Neubodi's existing specialty retail footprint and BrilliA's expansion thesis. The 72-size range, spanning cup sizes A to I and band sizes 65 to 100, remains the brand's central point of differentiation against general merchandise competitors.

What capabilities does BrilliA now control?

• B2C retail platform: 11 physical stores plus e-commerce and social-commerce channels, an entry to Malaysian consumers BrilliA did not previously serve directly.
• Specialist fitting expertise: proprietary holistic fitting method that anchors the size range and drives conversion in-store.
• Management continuity: founder Tan See See stays as CEO; Ooi Kit Joyce remains senior management.
• Supply-chain leverage: BrilliA's existing sourcing, design and logistics operations can support the retail platform at potentially improved unit economics.

BrilliA's near-term focus will be integrating Neubodi's operations with its B2B infrastructure while pursuing additional Southeast Asian distribution outlets for the combined intimate apparel portfolio through 2027.