The lingerie brand is testing its new store concept with a completely renovated point of sale at the 4Temps shopping centre in La Défense.
The 365sq m store has been punctuated by curvaceous furniture that is made of oak wood and metal and has been enhanced with brass interests and touches of velvety fabrics. The spaces dedicated to each category, including panties, pyjamas and swimwear are clearly defined by signs at the top of the shelves.
Furthermore, nude shares are utilised throughout the store that are reminiscent of the skin. The layout of the store has been designed by the Saint-Lazare agency and is a nod to the historic past of the brand which was born in 1916.
Patricia Tranvouëz, CEO, Etam, said: “The original idea was to give a more qualitative setting to the brand and its products, where the customer feels more comfortable to buy, discover and even have fun.”
