French lingerie giant Etam to open its first U.S. store — here’s where

Etam expanding its fledgling U.S. presence.

Simon announced that Etam will open its first U.S. store, at Dadeland Mall, Miami, in summer 2023. Founded in 1916, the storied — and affordable — French brand is best known for its lingerie, but also offers swimwear, sleepwear and loungewear. Etam currently operates more than 850 stores throughout Europe, Middle East, Latin America and Asia.

The upcoming Dadeland location will feature Etam's latest store concept. The customer experience will be at the heart of the experience, which will include connected fitting rooms and a mobile checkout system. The store design features pink and nude colors with brass finishings, creating a feminine and intimate atmosphere.

“Opening a store in Miami is a strategic turning point for the group,” said Laurent Milchior, CEO of Etam.  “We are thrilled to partner with Simon for this opening and look forward to bringing our French lingerie expertise to the U.S. market,"

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 web site.

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.

"We are excited to work with Etam to bring its French twist on fashion to Dadeland Mall,” said Zach Beloff, VP of leasing at Simon.

“Etam is a global brand that we believe has a strong brick-and-mortar future in the U.S. We hope to see them expand throughout our portfolio."

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.