Brillia Incorporated has officially debuted Jockey-branded apparel across Indonesia through its operating subsidiary, PT Mirae Asia Pasifik, initiating a five-year exclusive trademark licensing agreement. The commercial rollout introduces essential underwear, bras, and loungewear lines directly to consumers via a dedicated e-commerce portal, major digital marketplaces including Shopee and Tokopedia, and established wholesale channels. Company executives indicate, supplementary categories such as shapewear, activewear, and sleepwear will roll out sequentially to capture growing demand in Southeast Asia's retail hubs.

Navigating macroeconomic headwinds and market scale

The brand introduction targets an expanding Indonesian apparel economy valued at over US$ 22 billion annually, offering a crucial growth vector for Brillia as it offsets recent export compression in North American markets caused by regional tariff adjustments. There is a significant opportunity to expand the brand in one of the region's largest and most dynamic markets, states Kendrew Hartanto, CEO, Brillia Incorporated. By aligning local operational capabilities with established retail networks, the company aims to scale distribution efficiency while strengthening supply chain resilience across the region.

Supporting long-term retail licensing with stable financial growth

Brillia Incorporated operates as a comprehensive service provider managing design, sourcing, and supply chain logistics for major international intimate apparel brands. Concentrating primarily on global fashion markets, the company pursues an asset-light expansion model underpinned by localized component alliances in Southeast Asia. Despite recent revenue adjustments from international trade policy shifts, the firm maintains a stable financial standing to support its long-term retail licensing roadmap.