Singapore-based Brillia Incorporated has signed a five-year trademark license agreement with Jockey International to design, manufacture, market and sell the brand’s products in Indonesia.
The agreement, made via Brillia’s Indonesian arm PT Mirae Asia Pasifik, grants the exclusive license to offer a broad portfolio of Jockey products in the country, including underwear, bras, shapewear, socks, activewear, loungewear and sleepwear.
Brillia plans to establish a multi-channel distribution framework over the coming months, encompassing wholesale partnerships, licensee-owned retail stores and licensee-owned e-commerce platforms and approved social commerce channels.
“As Jockey celebrates its 150th anniversary this year, we see a significant opportunity to expand the brand in one of the region’s largest and most dynamic markets and we look forward to bringing a compelling product assortment to Indonesian consumers and honouring its legacy through a disciplined, brand-building approach across key channels,” said Kendrew Hartanto, CEO of Brillia.
Chris Smith, EVP of International and Chief Customer Officer of Jockey International, added: “This agreement reflects a disciplined approach to growth and PT Mirae Asia Pasifik brings the local expertise and operational capabilities needed to establish a strong foundation in Indonesia while upholding the quality, innovation and everyday comfort that define Jockey.”
Founded in 1876 and headquartered in Wisconsin, Jockey sells its products to more than 120 countries through retail stores, e-commerce and a global distribution network.
