Groupe Chantelle Unveils New Direction – WWD

PARIS – Groupe Chantelle is hitting reset.

French underwearThe manufacturer will now focus on selling all of its labels under its main brand Chantelle and launching a new label under the Chantelle X moniker in the fall.

The move is to capitalize on the work that has been going on since 2017 by the group, which is based just south of Paris, and to profit from the internationally renowned Chantelle brand.

It follows the Orcanta multi-brand acquisition last October underwear retail network and of the Chantal Thomass brand, was revealed last week.

Renaud Cambuzat, group image director explains: “We wanted to develop an offer that could capitalize on the worldwide reputation of the Chantelle brand, which was more difficult with Chantal Thomass, and that explains it. the birth of this new brand.

“We tried to grow and develop Chantal Thomass as well as attract new customers, especially internationally, but at the same time, Chantelle’s strength internationally, involved repositioning within The last four or five years, have encouraged us to develop, in the luxury glamor segment, this new brand with an innovative, original and innovative vision. ”

Chantelle X will launch in September, and will offer a wide selection of high-end lingerie as well as a number of ready-to-wear products with a focus on a contemporary vision of glamor, Cambuzat said.

“With Chantelle X, we want to go in a new direction, with a specific territory that will appeal to some of our existing consumers, but will also allow us to attract new ones.” he explained. “It has a distinctive artistic universe that will take root in the Chantelle ecosystem and notably benefit from the strength and reputation of the brand worldwide.”

Chantelle X will offer three product lines – Essential, Signature and Couture – with prices ranging from around 70 euros to 120 euros for the most expensive ones.

Fashion photographer Cambuzat has joined the company, founded in 1876, in 2018, responsible for updating its marketing and positioning to attract more consumers and address their concerns. thinking is changing about underwear.

“We repositioned our brands to target all women,” he explains. “We were pretty brave, we touched the representation of women in lingerie. We are a forerunner. Since then, that has been filtered into our collection. With several product launches, we are striving to provide comprehensive products that can accompany women through different life stages, such as pregnancy, maternity and menstrual periods, and we are starting to look at menopause,” Cambuzat said. “That drives our innovation.”

In 2017, the company grouped all of its brands together under the name CL (for Chantelle Lingerie), which was used on the store sign (the company refurbished 24 old Orcanta stores under the banner). new language and this was not part of last year’s sale) and on its website. Last year, these brands carried the Chantelle mark, as did the Passionata and Femilet brands, with the new main brand now being placed under each person’s logo.

“The aim has always been for Chantelle to have that role in the long term, as an umbrella brand as well as a product brand,” explains Cambuzat. “To do that required an intermediate stage where we were able to evolve Chantelle so it could live in the wider world, and the results of that paid off. Now it has matured, and we can replace CL”.

Groupe Chantelle registers annual sales of around 350 million euros (excluding operations that were sold last year), Cambuzat said, a figure that has been relatively stable since 2019.

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