This transition is expected to be finalised in January 2024. Credit: Photo by Andreas Rentz/Getty Images for Platform Fashion.

Delta Galil, which already licenses fashion brands Calvin Klein, Tommy Hilfiger and Columbia, said the deal is expected to be finalised in January 2024 with the Chantelle Group retaining sole licensee rights for Passionata until 2024 to “ensure a smooth transition”.

The Passionata brand will be led by Antonio Iandolo, president of Delta Textile France which is part of Eminence Group’s holding and it will be managed by an international team based in France with support from Delta Galil’s back-office.

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Delta Galil Industries CEO Isaac Dabah said: “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.”

He added that Passionata is a unique and valuable addition to the company’s global brand portfolio based on its “strong” appeal with millennial women.

Chantelle Group CEO Guillaume Kretz remarked: “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 instore presence.”

Passionata is a French lingerie brand known for its fits and vast range. It was launched in 1988 and is said to have a solid online presence as well as global footprint across all wholesale channels in Europe, Asia and the Americas.

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In August, Delta Galil Industries announced plans to reduce its operational footprint in China following a 10% decline in sales for its second quarter and first half year results, which ended 30 June 2023.