Spying more room for “alternative” lingerie brands in the U.S., French giant Etam is finally entering the competitive market, starting with Nordstrom.
The Etam Groupe, which expanded into ready-to-wear and other categories in recent decades, refocused its flagship Etam brand on lingerie, touting its French origins and style, and formidable savoir-faire thanks to 60 bra specialists based in Lille, some boasting 40 years of experience.
Milchior said Etam enters the U.S. market with a wealth of retail expertise, omnichannel selling tools and high-tech razzmatazz, including connected fitting rooms. But also with humility. At home, Etam is a force, boasting an 11 percent share of the French lingerie market, according to Milchior. Lori Marten, vice president and divisional merchandise manager for men’s and women’s active, swim and specialized apparel at Nordstrom, said the retailer has been a fan of Etam for years, discovered on its travels in Europe.
In order to say “bonjour” to Americans and introduce its brand, Etam plans to dispatch flower trucks across New York City from Tuesday until April 4 to offer free bouquets and shopping vouchers.
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