Australian distributor Concept Brands is ramping up growth for its recent local license acquisition of French lingerie brand Passionata.
Concept Brands manages a selection of lingerie and swimwear labels in the country, with the Passionata license signed in 2025 on the back of stockist deals with The Iconic and Myer, and 20 independent specialty retailers shortly after distribution began.
The Passionata deal – done in collaboration with global textile manufacturer and the brand’s owner, Delta Galil – came alongside another deal with select Adidas ranges and American lingerie brand Natori.
Altogether, Concept Brands manages 20 brands locally, including Polo Ralph Lauren, Miraclesuit Shapewear and Bestform.
Passionata commented on Concept Brands’ local distribution, claiming this will be further strengthened in 2026 with a renewed strategic focus on the brand’s key best-selling lingerie ranges.
“The 2026 relaunch will place a strong emphasis on the brand’s proven best sellers, ensuring a clear, commercial offer tailored to the expectations of Australian and New Zealand consumers,” Passionata shared.
“This partnership has enabled Passionata to establish itself quickly within key retail environments across the region. Concept Brands’ in-depth knowledge and understanding of both markets and their clientele has been instrumental in accelerating the brand’s introduction to leading fitting stores and boutiques.
“We are excited to continue building on this partnership as we reinforce Passionata’s presence in Australia and New Zealand, with a clear focus on our most iconic and best-performing collections.”
Concept Brands is the exclusive Australia and New Zealand distributor for Passionata, operating a state-of-the-art Melbourne warehouse to drive rapid local delivery. The company offers both wholesale and integrated dropship partnerships.