View source for Brayola

{{Short description|Online lingerie retailer}}
{{Orphan|date=March 2024}}
{{Infobox company
| name = Brayola
| logo = Brayola_logo.png
| type =
| industry = [[Lingerie]], [[Intimates]]
| hq_location_city = [[New York City]]
| founder = Orit Hashay
| defunct = {{End date|2021|07}}
| fate = Merged with [[Bare Necessities (company)|Bare Necessities]]
| products = Bras, intimates, lingerie, pajamas, swimwear, athletic wear, shapewear, panties
| parent = Delta Galil
| website = [http://www.brayola.com www.brayola.com]
}}
'''Brayola''' was an online [[lingerie]] retailer that helps shoppers find better-fitting bras. Its bra analyzer and extractor identify bras based on size, style, color, price, materials, purpose, quality and attributes. The information powers Brayola's engine to match shoppers with more bras that will fit in a similar way.<ref>{{cite news| url=https://www.nytimes.com/2016/05/12/business/smallbusiness/crowdsourcing-to-get-ideas-and-perhaps-save-money.html|title=Crowdsourcing to Get Ideas, and Perhaps Save Money|work=The New York Times |date=February 24, 2017 |last1=Gustke |first1=Constance }}</ref><ref>{{cite web| url=https://techcrunch.com/2012/02/28/brayola-wants-to-help-women-find-the-perfect-bra|title=Brayola Wants To Help Women Find The Perfect Bra|date=February 28, 2012}}</ref> In July 2021, parent company Delta Galil merged Brayola with [[Bare Necessities (company)|Bare Necessities]].<ref>{{Cite web |last=Ell |first=Kellie |date=2021-06-07 |title=EXCLUSIVE: Delta Galil Plans to Merge Bare Necessities and Brayola |url=https://wwd.com/fashion-news/intimates/bare-necessities-brayola-merger-1234836266/ |access-date=2023-06-28 |website=WWD |language=en-US}}</ref>
==History==
Brayola was founded by Orit Hashay, the founder of Israeli wedding services review site, Mit4Mit, and Israeli local reviews site, Ramkol. Hashay came up with the idea for Brayola while pregnant to make bra shopping easier for herself and millions of women around the world.<ref>{{cite web| url=https://www.cnbc.com/2017/02/24/entrepreneur-who-launched-start-up-and-baby-set-to-make-30-million.html|title=Entrepreneur who launched a start-up and had a baby at the same time now set to make $30 million|website=[[CNBC]] |date=February 24, 2017}}</ref><ref>{{cite web| url=http://observer.com/2017/06/brayola-bras-orit-hashay-women-in-tech/|title=The Key to Pitching Bras to Male VCs? Guts and Patience|website=[[The New York Observer]] |date=June 8, 2017}}</ref>
Initially, Brayola developed a tool #bModel, which helped shoppers crowd-source feedback from its online community about whether a bra was a fit or not (with faces excluded for privacy). Later on, Brayola leveraged proprietary data to build an algorithm that matched shoppers with bras bought by other women with similar preferences, minimizing the need for returns due to sizing.<ref>{{cite web| url=https://techcrunch.com/2013/05/10/boobs-brayola-wants-you-to-snap-a-pic-of-your-bra-for-the-worlds-viewing-and-judging-enjoyment|title=Boobs? Brayola Wants You To Snap A Pic Of Your Bra For The World's Viewing And Judging Enjoyment|date=May 10, 2013}}</ref><ref>{{cite news| url=https://www.nytimes.com/2016/05/12/business/smallbusiness/crowdsourcing-to-get-ideas-and-perhaps-save-money.html|title=Crowdsourcing to Get Ideas, and Perhaps Save Money|work=The New York Times |date=February 24, 2017 |last1=Gustke |first1=Constance }}</ref>
In December 2019, Brayola was acquired by holding company Delta Galil for $1.1 million.<ref>{{Cite web|url=https://www.calcalistech.com/ctech/articles/0,7340,L-3778250,00.html|title=Online Lingerie Retailer Brayola Lost up to $4 Million a Year, Says New Owner|last=Yefet|first=Orna|date=2020-01-20|website=CTECH - www.calcalistech.com|access-date=2020-03-08}}</ref> In July 2021, Delta Galil merged Brayola with another one of its holdings, online retailer Bare Necessities.
===The Brayola Boutique===
In 2016, Brayola launched the '' Brayola Boutique'', a marketplace for independent designers.<ref>{{cite web| url=https://www.forbes.com/sites/debraborchardt/2017/02/10/lingerie-retailers-bond-with-fifty-shades-darker/#75b9669c6cd5|title=Lingerie Retailers Bond With 'Fifty Shades Darker|website=[[Forbes]] |date=February 10, 2017}}</ref>
===Funding===
Brayola raised $2.5 million in Series A funding from Firstime Venture Capital, Haim Dabah, HDS Capital Venture, and Jonathan Benartzi in February 2016. In 2017, Brayola received an additional $5 million for its Series A round of financing from The Firstime Fund, [[Ilan Shiloah]], Nir Tralovsky, Jonathan Benartzi, Gett (formerly GetTaxi) founders Shahar Waiser and Roi More, and Haim Dabah.<ref>{{cite web| url=https://techcrunch.com/2016/04/21/brayola-gets-2-5-million-in-series-a-support-unveils-a-marketplace|title=Brayola gets $2.5 million in Series A support, unveils a marketplace|date=April 21, 2016}}</ref><ref>{{cite news| url=http://www.globes.co.il/en/article-online-bra-fitting-co-brayola-raises-5m-1001179521|title=Online bra-fitting co Brayola raises $5m|newspaper=Globes |date=March 6, 2017}}</ref>
===Acknowledgements===
Brayola was named to Internet Retailer's Hot 100 list after generating $10 million in sales in 2016, with a return rate of less than 8% and a conversion rate of over 5%.<ref>{{cite web| url=https://www.internetretailer.com/2016/12/01/bigger-better-now|title=bigger, better, now|date=December 1, 2016}}</ref><ref>{{cite web| url=https://www.cnbc.com/2017/02/24/entrepreneur-who-launched-start-up-and-baby-set-to-make-30-million.html|title=Entrepreneur who launched start-up and baby set to make $30 million|website=[[CNBC]] |date=February 24, 2017}}</ref><ref>{{cite web| url=https://techcrunch.com/2016/04/21/brayola-gets-2-5-million-in-series-a-support-unveils-a-marketplace|title=Brayola gets $2.5 million in Series A support, unveils a marketplace|date=April 21, 2016}}</ref>
Hashay has been recognized as one of Forbes’ ''10 Female Founders to Watch in Israel'' and TechCrunch’s ''Three Israeli Femme-preneurs to Keep an Eye On in 2013''. She was also listed as one of Globes Israel’s ''Top 50 Most Influential Women'' and top ''100 Girls in Tech'' throughout Europe by Girls in Tech Network in 2012.<ref>{{cite web| url=https://techcrunch.com/2016/07/31/its-a-new-era-for-female-israeli-entrepreneurs/|title=It's a new era for female Israeli entrepreneurs|date=July 31, 2016}}</ref><ref>{{cite web| url=https://www.forbes.com/sites/women2/2013/12/23/10-female-founders-to-watch-out-of-israel/#331febff311f|title=10 Female Founders To Watch Out Of Israel|website=[[Forbes]] |date=December 23, 2013}}</ref><ref>{{cite web| url=https://techcrunch.com/2009/08/02/three-israeli-femme-preneurs-to-keep-an-eye-on|title=Three Israeli Femme-preneurs To Keep an Eye On|date=August 2, 2009}}</ref><ref>{{cite web| url=http://www.globes.co.il/en/article-1000754136|title=4 Israelis make Girls In Tech 100 in Europe|date=June 4, 2012}}</ref>
== References ==
<references />
[[Category:Clothing retailers of the United States]]
[[Category:Online retailers of the United States]]
[[Category:Companies based in New York City]]
[[Category:Lingerie retailers]]