The Israeli textile group Delta Galil Industries Ltd. expands its brand portfolio.
The parent company of the traditional German brand Schiesser is taking over the Passionata lingerie label, which belongs to the Chantelle Group. The brand will be led by Antonio Iandolo, President of Delta Textile France, Chantelle announced on Tuesday.
Delta Galil is planning a realignment of the 1988 lingerie label. The focus is particularly on strengthening the cross-category product range and investing in brand communication. Online and offline marketing should also be improved.
“With our expertise in brand development, retail, online and media experiences, we are excited and look forward to supporting Passionata on its growth path in 18 countries, across all distribution channels,” said Isaac Dabah, CEO of Delta Galil Industries.
For the Chantelle Group, the sale of Passionata is part of the vision to strengthen and unite its remaining brands – including Chantelle and Chantelle X, Darjeeling and Femilet.
A preliminary agreement has already been signed and the transaction is scheduled to close in January 2024. To ensure a smooth transition, the group will continue to retain licensing rights to the brands until July 2024. Both groups have also entered into a comprehensive industrial and commercial agreement to facilitate the gradual adoption of the brand.
“Our top priority is to ensure a transparent and smooth transition for all of our international customers,” said the two managing directors.