Etam: A look at the new concept store, unveiled in Paris

This autumn, Etam is bringing a breath of fresh air to its retail network. The lingerie brand has renovated its store on Rue du Commerce in Paris, introducing a brand-new boutique concept. Reopened on August 28 at number 74 of this 15th arrondissement thoroughfare, the 218-square-meter outlet aims to present a “brighter, more contemporary and refined” face.

Studio Saint Lazare, based between Paris and New York, designed the space, punctuated by blond wood panels, powdered wall tones and organically shaped furniture. The space is “neutral and structured”, and “puts the product in the spotlight.”

Modular systems make it possible to modify the layout as required. Several zones have been defined, to visually segment the different offerings: comfort products, more fashionable pieces and lace, and finally nightwear.

As for the in-store experience, a new soundtrack has been imagined by the French collective Radiooooo, which is “eclectic, joyful and cosmopolitan, designed to punctuate the different times of the day.” In addition, an olfactory signature has been designed for this location, blending white pepper, jasmine and cashmere wood.

The concept will be rolled out across the brand’s network of 660 outlets, 420 of which are located in France. The company, headed by Marie Schott since 2023, is organizing its next live show on September 30 in Paris, to open Paris Fashion Week.

According to the accounts filed, Etam Lingerie generated sales of 471 million euros in its 2024 financial year (compared with 480 million in 2023), with a net loss of 16 million euros. Earlier this year, it closed its ‘Tech Center’ in the Nord region, a design and innovation site that had opened in 2017.