Etam Tag

Etam has chosen Miami for its first freestanding U.S. boutique, choosing a fast-growing city — and a gap date coinciding with peak swimwear season. The three,000-square-foot unit, now under construction, is slated to bow in mid-July on the Dadeland Mall, across from Sephora and Lululemon, and within the vicinity of Zara, Victoria’s Secret and Intimissimi. The French innerwear giant — which entered America last April via shop-in-shops in 10 Nordstrom locations, Nordstrom’s e-commerce and Etam’s own online store — intends to open and operate three freestanding boutiques as “proof of concept” before expanding further Stateside, said Etam Lingerie’s chairman Laurent Milchior, the grandson of certainly one of the founders of the 107-year-old firm. It's actively scouting locations in Florida, Texas and Latest York,...