Etam Unveils Chic New Boutique Concept in Paris as Brand Revitalization Continues
This autumn, Etam is embarking on a significant revitalization of its retail presence, commencing with the unveiling of a pioneering boutique concept. The renowned lingerie brand has meticulously renovated its store situated on Rue du Commerce in Paris. Reopening its doors on August 28 at number 74 of this prominent 15th arrondissement thoroughfare, the expansive 218-square-meter outlet has been meticulously redesigned to present a "brighter, more contemporary and refined" image, setting a new benchmark for the brand's physical retail experience.
The innovative design of this flagship space was expertly crafted by Studio Saint Lazare, an acclaimed firm with bases in both Paris and New York. Their vision for the store manifests through a sophisticated interplay of elements: blonde wood panels elegantly punctuate the space, complemented by soft, powdered wall tones and distinctively organically shaped furniture. This careful curation results in an environment that is intentionally "neutral and structured," strategically designed to allow the product itself to take center stage, captivating the customer's attention. Furthermore, the incorporation of modular systems offers the flexibility to adapt the layout, ensuring the store can evolve and refresh its presentation as required.
To enhance the shopping journey, the revitalized store features several clearly defined zones, each meticulously arranged to visually segment Etam's diverse offerings. Customers can easily navigate through distinct areas dedicated to comfort products, a section showcasing more fashionable pieces and intricate lace designs, and finally, a dedicated space for nightwear. This thoughtful segmentation not only improves product discoverability but also creates a more intuitive and enjoyable browsing experience for shoppers.
Beyond the visual appeal, Etam has also focused on elevating the in-store sensory experience. A brand-new soundtrack, meticulously imagined by the French collective Radiooooo, permeates the space. This carefully curated musical backdrop is described as "eclectic, joyful and cosmopolitan," specifically designed to evolve and punctuate the different times of the day, creating an ever-changing atmosphere. Complementing the auditory experience, a bespoke olfactory signature has been developed exclusively for this location, a unique blend featuring notes of white pepper, delicate jasmine, and warm cashmere wood, adding another layer of immersive brand identity.
This pioneering retail concept is not merely an isolated initiative; it represents a strategic blueprint destined for a widespread rollout across Etam's extensive global network. The brand currently boasts 660 outlets, with a significant presence of 420 stores located within France alone. Guiding this ambitious trajectory is Marie Schott, who assumed leadership of the company in 2023. Looking ahead, Etam is also preparing for a prominent event, organizing its next highly anticipated live show on September 30 in Paris, which is set to mark the grand opening of Paris Fashion Week.
In terms of its financial landscape, recent accounts filed indicate that Etam Lingerie generated sales of 471 million euros during its 2024 financial year. This figure represents a slight decrease compared to the 480 million euros reported in 2023. The company also recorded a net loss of 16 million euros. Earlier in the year, Etam undertook a significant operational adjustment by closing its 'Tech Center' located in the Nord region, a design and innovation site that had been in operation since its inauguration in 2017, signaling a strategic recalibration in its business approach.
