Etam revisits Be+, its sports collection, with the launch of 2 new lines. One dedicated to yoga and  softs sports, the other, more oriented training and running.

A collaboration with Le Coq Sportif was therefore ideal to complete it for an air of”French Liberté”. The result of this meeting is a unique customization of the iconic urban sport shoe Omega X.


The Group Etam, one of the European leaders in lingerie, opened an exceptional flagship on the Champs Elysées the most beautiful avenue of Paris, capital of fashion. A 500 m² store that joins the best of French lingerie, Etam’s “French Liberté” and Undiz’s “cool_lingerie”.

This unique concept offers to the cosmopolitan and demanding customers of the Champs Elysées a pop, cheerful and connected shopping experience.

This choice confirms the Group’s international dimension and offers an exceptional visibility to the French know-how and the collections of the two brands on one of the world’s most touristic avenue.


With French Liberté as a theme, it is the brand’s opportunity to reaffirm strategic choices: placing greater emphasis on lingerie and corsetry expertise and increasing its market share.

This positioning is also evident in the store’s window displays, with even more fashionable and creative lingerie. Through new shapes, new laces and new colours, the bodysuit is making a stronger-than-ever comeback in the corsetry collections.


Ready-to-wear is going to be upscaled in style, material quality and detailing. It’s also important to place greater emphasis on articles that are more legitimate coming from a lingerie company: blouses, t-shirts and knits, focusing on higher quality materials and details.


Everywhere outside France, ETAM seeks to establish the French Liberté and the French way to be sexy in order to become a world reference in lingerie. She moved to new countries, with a remarkable arrival in Thailand. The opening of a 200 m2 shop in the centre of Madrid was an important milestone.

Heading for Russia, where the brand, which already has 38 points of sale, intends to continue its growth. Every opening is now an opportunity to organize an event bringing together clients, bloggers and the press.


In customer services, work continues to ensure to provide a seamless experience online and in-store. Now with two new services: three-hour e-delivery available from the Paris locations on rue de Rennes and rue de l’Hôtel de Ville, and a system to make to return items purchased online from the customer’s own mailbox.

Shortly before the Live Show, ETAM offered fans two new digital novelties: an enhanced website, faster and more efficient, optimized mobile app, enabling them to follow their loyalty programme and discover new offers. And for its Belgian and Polish customers, two new entirely local sites, developed thanks to the new e-commerce platform.