Delta Galil Inks Deal to Buy Passionata Lingerie Brand
Delta Galil Industries has found its new passion.
The acquisitive Tel Aviv-based fashion company agreed to buy the Passionata brand from the Chantelle Group, building out its intimates business with a 35-year-old brand that has a global presence and goes for playful and seductive with its styling.
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Isaac Dabah, chief executive officer of Delta Galil, said: “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. 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.”
Passionata has an online presence and wholesale accounts across Europe, Asia and the Americas.
The brand will be led by Antonio Iandolo, president of Delta Textile France, which is part of the Eminence Group, which the company acquired in 2018. While the brand will be managed by an international team based in France, it will receive back office support from the broader company.
Delta Galil expects the deal to be finalized in January and said Chantelle will retain the sole licensee rights to manage the brand until July.
Passionata will bolster the offering of Delta Galil, which makes a range of branded and private label apparel across several categories, including women’s intimate apparel, men’s underwear and loungewear as well as denim and apparel under the 7 for All Mankind brand.
The deal also furthers the evolution of Chantelle, which sold off both its Orcanta multibrand lingerie retail network and the Chantal Thomass brand over the past couple years.
Guillaume Kretz, CEO of Chantelle Group, said: “The decision to transition Passionata aligns with the Chantelle Group’s vision of strengthening and unifying its brands under the formidable Chantelle name. 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.”
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