Lingerie & Fashion Retail · Australia · Founded 2006
Isabella’s Passion was an Australian lingerie and intimate apparel business that evolved from a traditional bricks-and-mortar retail operation into a major online fashion retailer.
Founded in 2006, the business initially operated through physical retail locations in Queensland, including Robina, Pacific Fair, Westfield Carindale, Surfers Paradise, Hyperdome and Toowoomba. As consumer shopping habits began to shift toward online retail, Isabella’s Passion transitioned its focus to e-commerce in the early 2010s.
The online business developed into an extensive lingerie and fashion destination, offering a broad range of women’s apparel including lingerie, bras, bra-sized swimwear, sleepwear, bridal and maternity collections, as well as selected men’s underwear.
The business carried numerous established brands, including Blush Bras and Lingerie, and developed a strong reputation for catering to women across a broad range of sizes, including larger cup sizes.
Isabella’s Passion also built its online customer base through VIP promotions, special offers and international shipping.
As the Australian retail environment became increasingly challenging, the decision was made to close the remaining physical stores and concentrate on the online business.
The e-commerce operation was subsequently sold, releasing capital for further investment into other ventures and opportunities.
2006
Lingerie & Fashion Retail
Bricks-and-mortar to e-commerce
Australia & International