Etam reopens on rue du Commerce: a personalized luxury experience in Paris

Etam unveils its new boutique at 74 rue du Commerce in Paris, designed as a living space where every detail enhances the customer experience.

The famous French lingerie and ready-to-wear brand strengthens its Parisian roots with the reopening of its iconic boutique in the 15th arrondissement. More than just a retail space, this address has become a veritable showcase, inspired by the codes of luxury, where personalization and comfort are at the heart of every interaction.

A boutique designed as a contemporary gallery

From the outside, the sober, elegant lines of the wood and brushed stainless steel façade announce the refined atmosphere of the interior. The space opens onto clear volumes, noble materials and soft hues, creating a refined ambience. Each zone showcases a carefully selected offering: from comfort lines to lace creations, nightwear and the most elaborate pieces.

Created in collaboration with the Saint-Lazare studio, the scenography reflects an elegant, structured approach to retail. It is aimed at customers seeking an experience close to the standards of Parisian luxury houses.

Personalization at the heart of the customer journey

The boutique is about more than aesthetics: it’s about advice and support. The spacious, intimate cabins offer the ideal setting for a personalized chat with our beauty consultants. The signature fragrance, blending white pepper, jasmine and cashmere wood, and the exclusive playlist created by French collective Radiooooo enhance this immersive experience.

Omnichannel is also part of the experience: customers can order online, pick up in-store or access sizes that are immediately unavailable, making shopping more fluid and tailored to every need.

Rue du Commerce, a strong Parisian anchor

Located in the heart of the 15th arrondissement, Rue du Commerce is one of Paris’ liveliest shopping streets. Known for its fashion boutiques, cafés and neighborhood atmosphere, it attracts both locals and visitors in search of Parisian authenticity.

With this in mind, Etam has rethought the design of its boutique: an open, friendly and refined space that blends harmoniously into local life. More than just a shopping address, the space becomes a meeting point where customers can benefit from personalized advice, in a setting conceived as a contemporary gallery but deeply linked to its urban environment.

A live show to celebrate back-to-school

Etam is organizing a live show on September 30 at 9:00 pm. The event, which will not take place in the boutique but on another stage, underlines Paris’ role as the fashion capital of the world. In the tradition of Etam’s great shows, it will combine music, performance and lingerie, offering a spectacular moment eagerly awaited by fashion enthusiasts.

This event is part of the brand’s global strategy to make lingerie not just a product, but an experience in its own right, combining creativity and modernity.

A responsible and committed approach

Last but not least, Etam reaffirms its commitment to CSR with the use of sustainable materials (FSC, PEFC, Ecolabel), low-carbon footprint furniture and collection points for bra recycling. A responsible approach, consistent with the expectations of a Parisian clientele sensitive to environmental issues.