Brayola
 | |
| Industry | Lingerie, Intimates |
|---|---|
| Founder | Orit Hashay |
| Defunct | July 2021 |
| Fate | Integrated with Bare Necessities |
| Headquarters | |
| Products | Bras, intimates, lingerie, pajamas, swimwear, athletic wear, shapewear, panties |
| Parent | Delta Galil |
| Website | www.brayola.com |
Brayola functioned as an online lingerie platform designed to assist consumers in discovering bras that offer improved fit. Utilizing its bra analyzer and data extractor, the company identified bras according to dimensions, design, hue, cost, materials, intended use, quality, and other features. This data fueled Brayola's recommendation system to connect users with additional bras sharing similar fit characteristics.[1][2] In July 2021, its parent firm Delta Galil consolidated Brayola with Bare Necessities.[3]
History
Orit Hashay established Brayola; she previously founded the Israeli platforms Mit4Mit (a wedding services review site) and Ramkol (a local reviews portal). The concept for Brayola emerged during her pregnancy as a solution to simplify bra shopping for herself and countless women worldwide.[4][5]
At its inception, Brayola introduced #bModel, a feature enabling users to crowdsource fitting feedback from the platform’s community (excluding faces for privacy). Subsequently, Brayola developed a proprietary algorithm that utilized collected data to recommend bras purchased by women with comparable tastes and sizes, thereby reducing return rates due to improper fit.[6][7]
In December 2019, Delta Galil acquired Brayola for $1.1 million.[8] Later in July 2021, Delta Galil merged Brayola into another of its subsidiaries, the online lingerie retailer Bare Necessities.
The Brayola Boutique
In 2016, Brayola introduced the Brayola Boutique, a platform designed to showcase collections from independent designers.
Funding
In February 2016, Brayola secured $2.5 million in Series A financing from investors including Firstime Venture Capital, Haim Dabah, HDS Capital Venture, and Jonathan Benartzi. The following year, the company attracted an additional $5 million in Series A funding from The Firstime Fund, Ilan Shiloah, Nir Tralovsky, Jonathan Benartzi, Shahar Waiser and Roi More—the founders of Gett (formerly GetTaxi)—alongside Haim Dabah.
Acknowledgements
After achieving $10 million in sales during 2016, Brayola earned a spot on Internet Retailer's Hot 100 list, boasting a return rate below 8% and a conversion rate exceeding 5%.
Hashay has garnered recognition as one of Forbes’ 10 Female Founders to Watch in Israel and was highlighted by TechCrunch as one of the Three Israeli Femme-preneurs to Keep an Eye On in 2013. Additionally, she featured among Globes Israel’s Top 50 Most Influential Women and was included in the Girls in Tech Network’s list of Europe's top 100 Girls in Tech in 2012.
References
- ↑ Gustke, Constance (February 24, 2017). "Crowdsourcing to Get Ideas, and Perhaps Save Money". The New York Times.
- ↑ "Brayola Wants To Help Women Find The Perfect Bra". February 28, 2012.
- ↑ Ell, Kellie (2021-06-07). "EXCLUSIVE: Delta Galil Plans to Merge Bare Necessities and Brayola". WWD. Retrieved 2023-06-28.
- ↑ "Entrepreneur who launched a start-up and had a baby at the same time now set to make $30 million". CNBC. February 24, 2017.
- ↑ "The Key to Pitching Bras to Male VCs? Guts and Patience". The New York Observer. June 8, 2017.
- ↑ "Boobs? Brayola Wants You To Snap A Pic Of Your Bra For The World's Viewing And Judging Enjoyment". May 10, 2013.
- ↑ Gustke, Constance (February 24, 2017). "Crowdsourcing to Get Ideas, and Perhaps Save Money". The New York Times.
- ↑ Yefet, Orna (2020-01-20). "Online Lingerie Retailer Brayola Lost up to $4 Million a Year, Says New Owner". CTECH - www.calcalistech.com. Retrieved 2020-03-08.