New course for Passionata

November 14, 2023 - The Chantelle Group , a world-renowned pioneer in the lingerie industry, is selling its Passionata brand to Delta Galil Industries, Ltd (DELG/Tel Aviv Stock Exchange ), a world leader in the marketing and manufacturing of underwear, sportswear and jeans for men, women and children.     

Since its creation in 1988, Passionata has been a symbol of boldness and femininity in the lingerie industry. The brand made its name in France, democratizing fine lingerie, before establishing itself internationally, particularly in Germany, in the 2000s. The "Passio" line quickly became an icon for its comfort, available in a multitude of colours. Since 2012, Passionata's more playful and seductive image has helped the brand strengthen its online and retail presence in Europe, Asia and America. Internationally, Passionata is recognized for its cuts and its varied range, adapted to consumer needs. 
 

Isaac Dabah, CEO of Delta Galil Industries , said: “ With our expertise in brand development, in-store, online and media experiences, we are excited and looking forward to supporting Passionata's growth in 18 countries across all channels of distribution.” Delta Galil intends to offer a new vision of Passionata, strengthen its multi-category product offering and maximize investments in communication by improving online and in-store marketing.The brand will now be managed by Antonio Iandolo, President of Delta Textile France - holding of the Eminence Group , which in turn is managed by an international team based in France. The brand will also benefit from the international support of the Delta Group.     

  

The sale of Passionata is part of the Chantelle Group's vision to strengthen and unify its brands under the umbrella of the eponymous brand, thus consolidating its leading position in the sector. “ Our goal is clear: to consolidate our brands, explore new markets and categories and attract new customers ,” says Guillaume Kretz, CEO of the Chantelle Group .     

A first agreement has already been signed and the transaction will be finalized in January 2024.
To ensure a smooth transition, the Chantelle Group will retain the exclusive management licensing rights of the brand until July 2024. Furthermore, the two groups have entered into an industrial agreement and complete commercial to facilitate the gradual acquisition of the brand. “ Our top priority is to ensure a seamless transition for all our international clients ,” added Guillaume Kretz and Antonio Iandolo . Chantelle and Delta Galil look forward to this new chapter, confident that it will lead Passionata into a bright future, in line with the strategic objectives of both companies.