Melbourne-based lingerie and swimwear distributor Concept Brands has secured local distribution rights for select Adidas ranges alongside two global lingerie brands Passionata and Natori.
The deal was secured in partnership with global textile manufacturer Delta Galil, which manages Passionata, and New York apparel group Dana-co.
Product lines from each of the brands are already rolling out across leading department stores and major online retailers, which include Adidas Sportswear and Adidas Originals across men’s and women’s underwear, and lingerie ranges across Passionata and Natori.
This is also the first time that US-based Natori will be available to consumers locally, as well as the first time that popular French brand Passionata – previously owned by the Chantelle group – will be available to retailers in the ANZ with locally-held stock.
Customers can already shop Natori lingerie and Adidas Sportswear men’s underwear online at Myer and The Iconic, with the women’s Sportswear counterpart plus the Adidas Originals brand set to arrive in June 2025. Both retailers will additionally be launching Passionata online this month.
“This marks a significant milestone in the premium underwear market across the region, and opens up major opportunities for our local retailers to position themselves at the forefront of multiple exiting launches of highly sought-after brand names, which we fully expect to be just as much a hit with Australia and New Zealand’s consumers as they are internationally,” Concept Brands director Karan Punjabi said.
Natori added that it is delighted to partner with Concept Brands, which also helps distribute ranges from the likes of Ralph Lauren, Bestform, Leonisa, Parfait and Cupid Shapewear.
“Within a short space of time, the in-depth knowledge and understanding that Concept Brands has of both countries and their clientele has meant Natori's introduction to leading fitting stores and boutiques being more quickly established,” the brand shared.
“We are excited to begin our journey with them as we expand into Australia and New Zealand.”