Lingerie major Etam opens first store in China

26 Nov '15
2 min read

French lingerie brand Etam has opened its first store in China at Shanghai's Super Brand Mall, a leading Chinese newspaper has reported.

The 100-sq m store offers women an intimate shopping experience with a dose of beauty therapy and Parisian sophistication.

Designed around the concept of “so sexy, so chic,” Etam's new lingerie store has been described as an oasis of charm and elegance. Etam offers lingerie inspired by the effortless sexiness French women are known for. Since its very beginning in 1916, Etam designers and stylists have had one goal in mind: to make women feel joyful and chic, whether they're heading to work or hitting the town.

Jacques Roizen, CEO of Etam China, said the wide selection of designs Etam is offering is very much in sync with the expectation of the Chinese market.

“Chinese consumers in the past two decades have developed a real taste for new trends. We believe that lingerie is the next frontier in how women think about their appearance, and they will pay more attention to lingerie made outside China,” the newspaper quoted Roizen as saying.

Etam started in Paris in 1916 as a legwear brand. Now, it is the No.1 lingerie brand in Europe by turnover, with an average of three pieces sold every second. (SH)

Fibre2Fashion News Desk – India

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