Etam Selects Miami For Its First U.S. Mall Shop

On the Etam website: left, Josephine plunge push-up bra, $59.95; right Amaryllis balconette, $ 64.95 with lace hipster $18.95.

Etam, the French lingerie brand which claims to operate “more than 850 stores” in 50 countries throughout Europe, the Middle East, Latin America and Asia, announced it will open its first U.S. shop in the Dadeland Mall in Miami this summer.

Among the approximately 160 retailers Etam will join at Dadeland are lingerie specialists Victoria’s Secret, Pink and Intimissimi as well as such retailers as Lululemon; American Eagle, owner of the Aerie brand; and swimwear retailer Everything But Water.

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

In April 2022, Etam announced it had opened nine pop-up shops within Nordstrom stores in the U.S. and said that it planned to also open as many as two dozen additional free-standing U.S. stores over the next three years.

The Dadeland shop will offer “connected fitting rooms and a mobile checkout system,” and feature “pink and nude colors with brass finishings to create a feminine and intimate atmosphere.” — NM