The First CL-Chantelle Lingerie

Both a new experience and style, for the first time all of the Chantelle Group's brands come together in their first concept store, CL-Chantelle Lingerie. A preview of the store was unveiled on November 30th at the opening of the CityLife Shopping District. This new shopping mall has been created by architects of international standing and houses a curated mix of premium stores, restaurants, and entertainment venues. Inside the city of Milan, it is Italy's largest urban shopping district. Here, alongside well-known names from the world of international fashion and new brands who were exclusively chosen for the mall, CL- Chantelle Lingerie offers an innovative format which has been created in line with the group's brands' new image. The goal is to use a "contemporary lifestyle" concept to redefine how lingerie shopping is approached and carried out.

This isn't just a store but a creative studio for modern, dynamic design. The space is inclusive and engaging, and consumers are treated to a distinctive, immersive shopping experience.  With an inspiring layout, organized by "story" rather than by product type or brand, CL-Chantelle Lingerie presents a multi-brand and multicategory assortment, with a wide variety of styles and price ranges.  Lingerie, lifewear, nightwear, accessories, and beachwear come together to form a contemporary product offering that is always renewed. Rather than being targeted towards a specific consumer, the store represents the modern women and a new way of buying. The goal is to offer the consumer a dedicated space where they can come in contact with the Chantelle Group's different brands, truly immersing themselves in their universe, and discovering variety and synergy. The key? A fluid, frictionless experience which is achieved through attentive staff, online/offline integration, RFID labels (for quick check-out!) and in-store tablets which allow consumers to always be able to access product information.