Israel's Delta Galil acquires Chantelle Group's Passionata brand

The Chantelle Group, a globally recognised pioneer in the world of lingerie, launched Passionata in 1988, and the brand has been a beacon of daring and a celebration of femininity in the lingerie world since. After initially making waves by democratising fine lingerie in France, the brand reached international prominence by 2000, especially in Germany, while its Passio line became a byword for daily comfort. By 2012, Passionata had embraced a more playful, seductive image, solidifying its online presence and expanding its global footprint across all wholesale channels in Europe, Asia and the Americas. The brand is renowned for offering some of the best fits in the market coupled with a unique touch of sexiness and sophistication. Passionata enjoys high global awareness thanks to its vast range of shapes that have been specifically adapted to the expectations of consumers in different regions all over the world.

“This is a unique and valuable addition to our global brand portfolio, as Passionata resonates so strongly with millennial women who are confident expressing their sensuality,” said Isaac Dabah, CEO of Delta Galil Industries. “We have a long history of growing brands, enhancing in-store and e-commerce experiences, and reaching target audiences through effective advertising, and we’re excited to strengthen our position in women’s intimates as we accelerate Passionata’s growth across 18 different countries and all distribution channels.”

The Passionata brand will be led by Antonio Iandolo, president of Delta Textile France, the Eminence Group’s holding. The brand will be managed by an international team based in France and will benefit from Delta Galil’s state-of-the-art back-office support.

“The decision to transition Passionata aligns with the Chantelle Group’s vision of strengthening and unifying its brands under the formidable Chantelle name,” said Guillaume Kretz, CEO of Chantelle Group. “Our aim is to bolster our brands collaboratively, venture into fresh markets and categories, and enchant a newer clientele. Delta Galil will reinforce Passionata’s multicategory product offer, unique selling proposition and purpose by investing in marketing and elevating the brand’s e-commerce and in-store presence.”

The transaction is expected to be finalised in January 2024. To ensure a smooth transition, Chantelle Group will retain the sole licensee rights to manage the brand until July 2024.

Fibre2Fashion News Desk (RR)