PRESENT in China for many years through a broad network of store concessions, French lingerie retail chain Etam opened its first standalone store there in a Shanghai shopping mall. Etam China CEO Jacques Roizen said the wide selection of designs proposed by the chain is well in line with expectations of Chinese consumers. He was quoted by the local press as saying: “Chinese consumers in the past two decades have developed a real taste for new trends. We believe that lingerie is the next frontier in how women think about their appearance, and they will pay more attention to lingerie made outside China.”
The new store is part of an effort to revive the chain’s operations in China, which had begun to stagnate after years of successful growth.