Intimoda Edit
New Flagship Store Etam Haussmann
05 February 2020
Last fall, Etam opened the doors to its new luxury flagship store, 500m2 in size, located in the 9th arrondissement of Paris
11 months of work, 80 tons of metal, 100m3 of concrete, 12 km of cable, 27.5 tons of glass: these were the materials needed to create an exceptional building that offers a new concept for exciting shopping. In an exclusive interview with Intima Media Group, Karine Tarica, Head of the Etam Communication Department, will talk about this new, innovative concept that touched relevant topics of sustainable development and inclusiveness.
How is this new concept characterized in terms of atmosphere and design?
The brand invested in a very beautiful, ten-meter tall, building that will surely catch your eye wherever you are on Haussmann Boulevard. The Dutch architect Winy Maas, from the MVRDV agency, completely reworked the design of the premises, located on three floors, after having come up with the main idea: to reveal volumes and impressive shapes to present the modern vision of the new generation store. The result was an amazing combination of materials: rough stone, light wood, and glass complements, with colorful furniture, which gives the space the feeling of a Parisian apartment. The boutique immediately received a very warm welcome from our customers. I must say that it is located in one of the most touristic areas of the capital, close to the Paris Opera.
Tell us about the innovative services that you offer in the new boutique?
The boutique, which occupies more than 500 m2, welcomes customers with collections of corsetry, sleepwear, sportswear, and loungewear. Here, we offer them an innovative and technological type of shopping, in order to make this the easiest and most comfortable experience. All fitting rooms are equipped with a system that allows you to request a size-change or product replacement on the spot, without waiting for the sales assistant. The same goes for payment. We have provided all the assistants with mobile payment terminals, so you can pay for goods anywhere in the store, which significantly reduces the queue at the checkout.
What departments do you have inside the boutique and how are collections organized?
The ground floor of the store was designed as an area for events, which presents a collection of underwear, as well as nightwear. A collection of sportswear is also present on this level, which is emphasized by special mannequins. On the -1 floor, there is a very beautiful space, Le Comptoir, that includes a collection of bras of various shapes and sizes, where any woman can find a suitable product for herself. There are also collections of clothes for home and sport. And on the first floor is our atelier, where customers can personalize any product. There is also a pleasant relaxing area for those who want to take a break from shopping ...
Does this Flagship store have also a collection of Etam swimwear?
A collection of swimwear will be available in the boutique from April to August. For the rest of the year, the winter cruise collection is available on our website, which can be ordered directly from the store using an iPad.
Do you offer other brands?
Yes, on the first floor we have plans to regularly host guest brands. Until December, we welcomed the jewelry brand Emma & Chloé.
According to you what new trends should we expect in the world of lingerie?
Comfort, of course, is one of the main trends in 2020. The demand of the clients in the eco-friendly products is also growing.
What is Etam’s commitment in sustainability?
In September 2019, as part of the Live Show, we launched our WE CARE label to support eco-friendly development models in the world of fashion. In this context, at the beginning of 2020, we will present our exclusive Chérie Chérie lace made from recycled material, as well as an assortment of eco-friendly swimwear, not to mention the organic cotton and viscose for Lenzing Ecovero nightwear.
Your last Live Show paid tribute to diversity. Do diversity and inclusion have a special place in your communications?
Absolutely. Our #FEELFREE back-to-school campaign was featured in our Live Show as well as in our social media. Inclusion will continue in Etam’s offerings, and we have endeavored to widen our range of products and sizes. Of course, the 2020 Spring-Summer campaign and collection will also continue this #FEELFREE vision.
Etam Group
Founded in the early 20th century, Etam remains a family business. Etam is a key player in the intimates field, its revenue in 2018 amounted to 938 million euros. The group develops unique relationships with its customers through its brands such as Etam, Maison 123 and Undiz, as well as the latest openings of LIVY and Ysé, through 1,400 stores in 55 countries. In lingerie alone, under the Etam brand, the group distributes its collections in 50 countries through a network of 900 single-brand stores.
Key dates
1916 The first boutique opens in Berlin. It sells synthetic stockings.
1924 Etam starts producing underwear.
1928 First French boutique opens in Paris, at 376 rue Saint-Honoré.
1963 Etam launches first prêt-à-porter collection.
1964 The underwear starts to be produced from cotton.
1965 Etam invents the concept of automatic just-in-time restocking.
1975 Etam launches the nightwear collection made from jersey.
1981 Etam launches folded panties sold in boxes.
1983 The ready-to-wear brand 1.2.3 is created.
1985 Etam creates a seamless cup bra.
1994 The group is developing internationally and launches stores in China.
1997 Etam is listed on the Paris Stock Exchange.
2001 Etam launches its website.
2007 Brand Undiz is created. With its interesting and creative offer of underwear, swimwear, and loungewear, the brand aims to conquer Generation Z.
2008 Europe's largest lingerie store opens on rue de Rennes in Paris.
2011 Etam launches la boîte à culotte.
2012 Etam Launches new So Chic Underwear Concept Store and new items like Sublimizer and Pure Fit that revolutionize the world of lingerie.
2013 Etam is expanding its offer of legwear.
2014 Launch of the makeup line Push up your Beauty.
2015 New concept of Undiz Machine.
2016 Etam is celebrating its 100 anniversary with the Etam Live Show, a very sexy and spectacular show.
2017 Undiz’s Creative Director Lisa Chavi launches brand LIVY.
2019 Brand 1.2.3 becomes Maison Cent Vingt Trois. Etam Group launches Ysé.
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