groupe etam
Groupe Etam is a privately held French intimate apparel and women's fashion retailer, founded in 1916, selling lingerie, sleepwear, swimwear, ready-to-wear, and accessories through owned boutiques, e-commerce, and mobile apps across 50+ countries, serving broad female demographics including specialty segments such as post-mastectomy, maternity, and plus-size.
- Company typePrivate
- Founded1916
- HeadquartersClichy, France
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What groupe etam does
Groupe Etam is a French intimate apparel and women's fashion retailer, founded in 1916 and headquartered in Clichy, France. The company operates the Etam brand across lingerie (bras, underwear, shapewear, invisible, comfort, sexy, plus-size up to G cup, maternity, post-mastectomy, menstrual, and sports), sleepwear, swimwear, ready-to-wear, hosiery, and accessories, complemented by premium sub-lines (Private haute lingerie), sustainable sub-lines (WeCare), and seasonal collaborations (Etam x Rouje).
The business model is direct-to-consumer retail, monetized through one-time unit-priced sales across budget to premium tiers (€5 entry-level panties to €180 outerwear), with multi-item promotional bundles, percentage discounts, and 3x interest-free payment plans above €30. Distribution is omnichannel: owned boutiques, the etam.com e-commerce storefront, and native iOS/Android mobile apps tied to the Etam Connect loyalty program, operating across 50+ countries with primary markets in Western Europe.
Underlying technology is conventional retail infrastructure — no proprietary AI/ML stack, no public API, and limited disclosed integration partners (ShopRunBack for returns, QR Server for QR generation). The company's differentiation rests on 110 years of French heritage, the Pure Dentelle signature lace collection, PURE FIT wireless technology, waterless lace dyeing innovation, and 2025 B Corp certification, with documented sustainability outcomes including a 42% reduction in scopes 1–2 GHG emissions since 2019, 60% responsible-fiber integration, and €1.7 million+ donated to women's associations. Etam is part of the privately held Groupe Etam holding structure and is not publicly traded.
groupe etam firmographics
Firmographics- Name
- groupe etam
- Legal name
- Etam
- Website
- https://etam.fr
- Company type
- Private
- Founded year
- 1916
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Groupe Etam is a privately held French intimate apparel and women's fashion retailer, founded in 1916, selling lingerie, sleepwear, swimwear, ready-to-wear, and accessories through owned boutiques, e-commerce, and mobile apps across 50+ countries, serving broad female demographics including specialty segments such as post-mastectomy, maternity, and plus-size.
- Ownership category
- akta.pro rank
groupe etam industry classification
Industry- Product category
- Women's Intimate Apparel & Lingerie
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industries
- Shapewear & Body Contouring (CRAAAIAC), Intimates Accessories (Hosiery, Garters, Lingerie Care) (CRAAAIAI)
Keywords
Where groupe etam is headquartered
LocationHeadquarters
- HQ city
- Clichy
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
groupe etam business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales: Etam generates revenue through direct sales of lingerie, sleepwear, swimwear, and ready-to-wear clothing via owned retail stores and e-commerce platform. The company offers products across multiple price points with promotional offers such as '5 for 39.99€' bundles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lingerie and basics |
| Unit Pricing | Pay-as-you-go | Premium and specialty collections |
| Unit Pricing | Pay-as-you-go | Ready-to-wear |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
groupe etam product offering
Product offeringCore offering
Groupe Etam designs and sells its own branded women's lingerie (bras in cup sizes A through G, briefs, thongs, shapewear, post-mastectomy and maternity lines), sleepwear, swimwear, sportswear, ready-to-wear apparel, outerwear, hosiery, and accessories. Products are sold through owned physical retail boutiques, the etam.com e-commerce platform, and dedicated iOS and Android mobile apps, with the Etam Connect loyalty program driving repeat purchases across 50+ countries.
Product overview
Groupe Etam is a French intimate apparel and women's fashion retailer offering a comprehensive product portfolio centered on lingerie (bras, underwear, shapewear, post-mastectomy, maternity, and sports), supplemented by sleepwear, swimwear, and ready-to-wear clothing. The core Etam brand is complemented by premium sub-brands including Private (haute lingerie), WeCare (sustainable collections), and Pyjamas Essentiels. Strategic collaborations like Etam x Rouje expand the swimwear offering. The company also operates loyalty programs (Etam Connect), digital gift cards, and a mobile application, providing an omnichannel retail experience across e-commerce and physical boutiques.
Differentiator
Problem solved
Functional benefit
Brands
- WeCare: Sustainability program structured around three pillars: women, planet, and innovation.
Quantifiable outcome
- 42% reduction in greenhouse gas emissions (scopes 1 and 2) since 2019
- +4 more outcomes
Companies that use groupe etam
Customer profileSegments5 records
Ideal customer profiles5 records
groupe etam technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
groupe etam partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- RoujeminorEtam collaborated with Rouje (fashion brand founded by Jeanne Damas) on a limited edition swimwear collection, combining Etam's lingerie expertise with Rouje's signature French-girl aesthetic.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
groupe etam competitors and assessment
Company assessmentDirect peers
- Chantelle: French heritage lingerie brand founded in 1876, designing and retailing bras, underwear, and shapewear globally. Direct comparable as a French-founded intimate apparel specialist with omnichannel retail, similar heritage positioning, and overlapping product breadth including specialty lines.
- Princesse Tam Tam: French lingerie and loungewear brand with stores across France and Europe. Highly comparable as a French specialty intimate apparel retailer targeting the same mass-to-mid female consumer with bras, underwear, sleepwear, and homewear.
- Aubade: French luxury lingerie and corsetry brand, part of the same historical parent ecosystem as Etam. Comparable through French intimate apparel heritage, premium positioning, and overlapping product range in bras and corsetry.
- Intimissimi: Italian lingerie and intimate apparel brand owned by Calzedonia Group, with thousands of stores across Europe and beyond. Direct peer with similar mass-to-premium positioning, broad lingerie assortment, and global retail footprint.
- Hunkemöller: Dutch lingerie and intimate apparel retailer with ~750 stores across Europe. Closely comparable as a European specialty lingerie chain targeting the same broad female customer with bras, underwear, sleepwear, and sportswear.
- Calzedonia: Italian intimate apparel, hosiery, and beachwear brand with thousands of stores across Europe and internationally. Comparable as a European specialty intimates and swimwear retailer with significant store footprint and similar category breadth.
Broad incumbents
- Victoria's Secret: Global lingerie and intimate apparel leader with extensive retail and e-commerce presence. Comparable as a large-scale specialty intimate apparel retailer targeting the same female demographic, though at larger scale and with a different (American-anchored) brand positioning.
- La Perla: Luxury Italian lingerie and intimate apparel brand with global retail presence. Comparable as a heritage intimate apparel brand operating in the higher price tier, with overlap in premium bra and lingerie collections.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
groupe etam social profiles
Digital presencegroupe etam compliance and trust
Trust signalCompliance1 record
groupe etam financial estimates
Financial estimateRevenue estimate
Valuation estimate
groupe etam leadership team
Management profileNumber of profiles
groupe etam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
groupe etam M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about groupe etam
What does groupe etam do?
Groupe Etam designs and sells its own branded women's lingerie (bras in cup sizes A through G, briefs, thongs, shapewear, post-mastectomy and maternity lines), sleepwear, swimwear, sportswear, ready-to-wear apparel, outerwear, hosiery, and accessories. Products are sold through owned physical retail boutiques, the etam.com e-commerce platform, and dedicated iOS and Android mobile apps, with the Etam Connect loyalty program driving repeat purchases across 50+ countries.
Is groupe etam a public or private company?
groupe etam is a private company. It is classified as corporate owned and is currently operating.
When was groupe etam founded?
groupe etam was founded in 1916. It employs 5,001 to 10,000 people.
Where is groupe etam based?
groupe etam is headquartered in Clichy, France, in the Europe region.
How does groupe etam make money?
One revenue line is on record: retail Sales.
Who are groupe etam's main competitors?
Direct peers on record are Chantelle, Princesse Tam Tam, Aubade, Intimissimi, Hunkemöller and Calzedonia. Broad incumbents are Victoria's Secret and La Perla.
Does groupe etam have an API?
No public API is recorded for groupe etam.
What industry is groupe etam in?
groupe etam's product category is Women's Intimate Apparel & Lingerie. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAIAC, Shapewear & Body Contouring. Its NAICS code is 45811 and its SIC code is 5621.