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PARIS — Groupe Chantelle is pressing reset.
The French lingerie-maker will now focus on selling all of its labels under the Chantelle masterbrand and launch a new brand under the Chantelle X moniker in the fall.
The move is intended to capitalize on work that has been ongoing since 2017 for the group, based just south of Paris, and profit from the renown of the Chantelle brand in international markets.
It follows the sale, last October, of the Orcanta multibrand lingerie retail network and of the Chantal Thomass brand, revealed last week.
“We wanted to develop an offer that could capitalize on the notoriety of the Chantelle brand internationally, which was harder with Chantal Thomass, and that explains the birth of this new brand,” explained Renaud Cambuzat, the group’s image director.
“We attempted to evolve and grow Chantal Thomass and to seduce new customers, especially internationally, but in parallel, Chantelle’s strength internationally, linked to its repositioning over the past four or five years, has encouraged us to develop, in the high-end seduction segment, this new brand with a creative, original and innovative vision.”
Chantelle X will debut in September, and will offer a high-end selection of lingerie as well…
PARIS — Groupe Chantelle is pressing reset.
The French lingerie-maker will now focus on selling all of its labels under the Chantelle masterbrand and launch a new brand under the Chantelle X moniker in the fall.
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The move is intended to capitalize on work that has been ongoing since 2017 for the group, based just south of Paris, and profit from the renown of the Chantelle brand in international markets.
It follows the sale, last October, of the Orcanta multibrand lingerie retail network and of the Chantal Thomass brand, revealed last week.
"We wanted to develop an offer that could capitalize on the notoriety of the Chantelle brand internationally, which was harder with Chantal Thomass, and that explains the birth of this new brand," explained Renaud Cambuzat, the group's image director.
"We attempted to evolve and grow Chantal Thomass and to seduce new customers, especially internationally, but in parallel, Chantelle's strength internationally, linked to its repositioning over the past four or five years, has encouraged us to develop, in the high-end seduction segment, this new brand with a creative, original and innovative vision."
Chantelle X will debut in September, and will offer a high-end selection of…
Chantelle Group, the 133-year-old French bra company, celebrated the 60th anniversary of the Chantelle brand at La Grenouille in Manhattan last month.
Patrice Kretz, president of the $500 million business, hosted the luncheon on May 15 for some 40 members of the media, where models strolled and posed along a balcony and stairwell wearing a number of embellished Chantelle bras and undies. Also on display were visuals of ad campaigns throughout the decades, including one highly successful ad from the Sixties that had a tag line saying “On Aimes les Seins,” or “We Love Breasts.”
Kretz is a third-generation owner of Chantelle lingerie, which traces its roots back to 1876 as a maker of elastic knits, became a corset specialist in 1902 with stretch elastic fabrics and introduced the first Chantelle bras in 1961. Kretz said the Chantelle name was inspired by either a village or a woman.
“My grandfather spent some time in a village called Chantelle, which he was very fond of,” said Kretz. “But then, he also had a mistress named Chantelle. It’s still a mystery.”
Chantelle’s operations in the U.S. began with Neiman Marcus in the late Fifties, when the brand started marketing and selling shapewear…