User blog comment:AriusKill/A Possible New Brand In Aikatsu Stars/@comment-28417557-20161122090422/@comment-24761427-20161122143853

I think it could be really that they want Lily to fulfill her dream of creating a brand but if she was to join S4 it would make it impossible for Laura to join S4. What I mean is that it looks like they leave the S4 cool type spot for Laura and the own brand to lily.

Does that even make sense??? Öö

I could also imagine that they add new brands on demand as it is rather boring to have only 4 brands and all PRs exclusive to S4 compared to the original aikatsu which had so many brands and each main character got at least one PR, I can really agree to this theory Dorayaki mentioned below ^^