Translated by
Nicola Mira
Oct 21, 2019
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Etam group wants to launch new fashion label selling on Amazon only

Translated by
Nicola Mira
Oct 21, 2019

French ready-to-wear and lingerie group Etam, owner of Etam, Undiz, Maison 123, Livy and Ysé, is constantly seeking new ways to grow, and testing out new business solutions. Its latest undertaking is to develop a fashion label selling solely on Amazon. Laurent Milchior, CEO of Etam, announced the project on October 16 at Hubforum, a business conference held in Paris for marketing and digital tech decision-makers.

In 2009, Laurent Milchior succeeded his father Pierre at the head of the Etam group - Etam

At the conference, Milchior didn’t provide any further details on the future label Etam is working on. FashionNetwork.com contacted the group, which however declined to comment as the project is still in its infancy. If a shift towards web giant Amazon will take place, it would be something of a new departure for the French group, a long-established operator in ready-to-wear and lingerie distribution that generates 90% of its sales via its brick-and-mortar stores.

Amazon, which recently collaborated with Puma and is working on a denim-themed event in Berlin, is growing steadily on the French market, where in 2018 it produced sales worth €6.6 billion, up from €5.6 billion generated in 2017, according to Kantar Worldpanel.  

“Innovation means constantly trying out new things,” said Milchior, who also illustrated to his audience the omni-channel services recently deployed by the group, such as the try-at-home service by Etam, allowing consumers to order products online and receive them at home without having to pay beforehand.

The Etam group was founded in 1916 and, especially in recent years, it has broadened its horizons. In 2017, it created premium lingerie label Livy under the aegis of designer Lisa Chavy, and last July it acquired lingerie label Ysé .

The group, which recently revealed its plans on the sustainability front, operates 1,500 stores in 55 countries, and in 2018 it generated a revenue of €938 million.

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