BrilliA brings Jockey brand to Indonesia under five-year deal
Jockey products are now available in Indonesia through the brand’s dedicated Indonesian website, official storefronts on Tokopedia and Shopee, and PT. Mirae Asia Pasifik’s retail and wholesale distribution network. The Company is also supporting the launch through Jockey Indonesia’s official Instagram channel, which will feature product launches, styling content and marketing campaigns.
BrilliA has launched Jockey branded products in Indonesia through PT. Mirae Asia Pasifik under an exclusive five-year trademark licence.
The roll-out adds an intimatewear and loungewear offer across website, marketplaces, wholesale and retail channels.
The first assortment covers underwear, bras and loungewear, with shapewear, socks, activewear and sleepwear expected later.
The initial assortment includes men’s and women’s underwear, bras and loungewear, with additional categories including shapewear, socks, activewear and sleepwear expected to be introduced as the Indonesian business expands.
The agreement provides Indonesian consumers with access to Jockey’s established portfolio of intimate and everyday apparel, supported by the brand’s 150-year heritage in comfort, quality, innovation and product development. Founded in 1876, Jockey has built a global presence across retail, e-commerce and distribution channels in markets around the world.
PT. Mirae Asia Pasifik expects to expand the Indonesian assortment on a regular basis, introducing new collections across core essentials and seasonal categories throughout the year. The Company intends to use its combination of e-commerce, marketplace, wholesale and retail channels to build broad consumer access while developing Jockey’s presence in Indonesia over time.
“Jockey is one of the most globally recognized brands in intimate and everyday apparel, and we are proud to support its reintroduction to consumers in Indonesia,” said Kendrew Hartanto, Chief Executive Officer of BrilliA Incorporated. “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 honoring its legacy through a disciplined, brand-building approach across key channels.”
“As Jockey continues to expand internationally, the focus remains on building the brand with the right partners in the right markets,” said Chris Smith, Executive Vice President, International and Chief Customer Officer, Jockey International, Inc. “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.”
With a population of more than 280 million people, Indonesia is one of the largest consumer markets and represents a significant opportunity for consumer brands. According to the most recent figures available for 2024 from Statista, the Indonesian apparel market generated approximately $22-23 billion annually, including $10.7 billion in women’s apparel.
Jockey products are available in Indonesia through the brand’s dedicated website, official storefronts on Tokopedia and Shopee, as well as through PT. Mirae Asia Pasifik’s retail and wholesale distribution network. Consumers can also follow Jockey Indonesia’s official Instagram account, for product launches, styling content and marketing campaigns.
The financial terms of the agreement were not disclosed.
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Fibre2Fashion News Desk (MS)