French lingerie chain Etam is setting a new course with the opening of a new store concept in Paris. CEO Marie Schott wants to turn Etam into “a true global brand name.”
New store concept
The store that opened its doors at the end of August in Paris’ 15th arrondissement is considered a blueprint for renewal. “We designed a store that puts the customer at the center. With zones that each show a different universe, fewer products on the floor and an experience that is much brighter and calmer.” Etam also introduced its own fragrance and music signature.
