First Look: French lingerie giant opens first U.S. store

Marianne Wilson
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A century-old brand has made its U.S. brick-and-mortar debut.

Etam has set up shop at Simon’s Dadeland Mall in Miami. The 3,100-sq-ft. store has a modern look, with nude tones, blonde woods, waxed concrete walls with electric neon touches and brushed brass furnishings. The design strikes a balance between the feminine and urban universes. 

Product benefits and brand messages are inlaid on every wall, along with and customer reviews to guide customers in their selection choice and better understand the brand.

“Etam is a global brand that we believe has a strong brick-and-mortar future in the U.S. said Zach Beloff, VP of leasing at Simon, in an April release. “We hope to see them expand throughout our portfolio."

“Opening a store in Miami is a strategic turning point for the group,” said Laurent Milchior, CEO of Etam., in the same release.

Founded in 1916, the storied — and affordable — French is known for its stretch lace, mix-and-match lingerie sets. It also offers swimwear, sleepwear and loungewear. With more than 850 stores throughout Europe, Middle East, Latin America and Asia, the company is aiming to open two more U.S. stores by the end of the year, reported Women’s Wear Daily.

Etam first entered the U.S. market in 2022, starting with an online presence and making its products available in select Nordstrom locations and on the retailer’s website.  

In 2020, Etam unveiled its sustainability program WeCare and announced its participation in The Fashion Pact, a global environmental coalition of leading fashion and textile brands.

Etam opened its first Paris boutique in 1928 on Rue-Saint Honoré.

Serving the rapidly growing Miami market, Dadeland Mall currently ranks among the top retail properties in the U.S. and has served as a point of introduction for several international brands recently including Mango, Bimba y Lola, Razer and Tous, among others.