Grasping current trends and new market expectations is the ambition of the Etam group with the launch of its brand accelerator. The French number one in lingerie (900 million euros in turnover) has set up a project to support the labels of tomorrow. Young brands, selected according to “the transformation of the sector” they bring, their societal commitment and their desire to change the codes of lingerie, says the company.
“It is our responsibility as a leader, with a hundred-year-old know-how, to help the sector to reinvent itself, declares the Deputy CEO of the Etam group, Alexis Gurdjian. These brands, with their innovations in products, materials or in the way they sell, are also a source of inspiration for us. “
A concrete contribution
Two “promising” brands were selected: LOLO PARIS, which offers tailor-made lingerie, and Albertine with her swimsuits that can be worn on the beach or in the city, with jeans or shorts. The first was created two years ago by two engineers, who created a size selection algorithm. The second was launched ten years ago by two sisters. All of them sell online, and are at a new stage in their development.
With the Etam accelerator, they will benefit from material and logistical support. At its head office in Clichy, the group has provided them with offices, and in the heart of Paris, a showroom space. They will also have access to its R&D center in the North, and to storage spaces in its warehouses in Ile-de-France.
The program also provides targeted support according to their needs. They will thus be able to work with the group’s teams of model makers, those in distribution, or sourcing specialists in order to study the best solutions to grow. The lingerie giant can put them in contact with 450 suppliers in more than 20 countries.
All topics, according to their requests (marketing, finance, omnichannel, etc.), will be discussed with Etam experts and, to guide them, a sponsor. “They will be able to discuss with all our employees in different professions”, indicates the general manager. Very valuable concrete advice.
Up to a year
This support is planned for six months, with the possibility of going to twelve. In total, 5 brands will be able to evolve at the same time within this “ WedareLab ”, a project launched internally by employees. To be selected, these brands must have produced two collections, and have a community on social networks.
Etam does not rule out raising the capital of future talents. “We are very open, continues Alexis Gurdjian. This accelerator will allow everyone to get to know each other. If one day, they organize a round table, we will see if we participate. “
The corset maker has already supported the development of LIVY, launched in 2017, known for breakthrough models, such as transparent tattoo lingerie. In 2019, he took control of the brand Yse, created in 2012 with “the desire to highlight the natural silhouette of women”.