EXCLUSIVE: Groupe Chantelle Reboots With New Store Concept

PARIS — Groupe Chantelle hopes to give its brands a lift. The French lingerie company is gathering its half-a-dozen labels into the same store, in a concept designed to respond to challenges posed by the increasing importance of online commerce. The first store is scheduled to open at the end of November in Italy.
“We have a certain number of brands, and are undertaking a considerable shift in terms of repositioning the image of our array of brands, with a group vision,” said Renaud Cambuzat, the group’s image director. The group’s new identity will fall under the name Chantelle Lingerie, or CL, he added.
The French company, privately owned by the Kretz family, counts six brands, including Chantal Thomass, Passionata, Darjeeling and Femilet, a Danish group it acquired around six years ago.
“We want to lean on ideas and not a demographic target, so instead of saying that’s the CL woman, that’s the Chantelle woman, that’s the Passionata woman, [we tell] ourselves that we are talking to the woman of today in a larger sense,” said Cambuzat.
The fashion photographer, who joined the company about a year ago, added that he finds the lingerie sector often plays on stereotypes that are based on seduction

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