Innovation & Empowerment: Etam’s Lingerie Legacy

Etam, founded in 1916, is a family-owned, independent brand with a rich heritage rooted in France. For over a century, the brand has empowered women with high-quality lingerie that combines comfort and elegance. Selma Hassan-Galland stepped into the role of Country Manager of Etam Switzerland at the beginning of 2020, bringing a wealth of expertise from her background in fashion, jewelry, and watches. Despite the challenges of the pandemic, Etam continued to thrive under her leadership, with a strong focus on e-commerce and innovative strategies. Today, Etam is expanding globally, bringing the expertise of French lingerie design to women all over the world.

Safar: Selma Hassan-Galland, could you tell us a bit about your background and how you came to Etam?
Selma Hassan-Galland: I joined Etam as country manager in January 2020, just as COVID began. A few weeks later, I discovered I was pregnant, and soon after, everything shut down due to the pandemic. Despite these challenges, Etam trusted me and allowed me to complete my trial period from home. I managed the business remotely, working with the teams and growing website turnover. Their support during such uncertain times made me realize I had found the right place. The focus on e-commerce during COVID allowed us to grow despite the circumstances.

What key milestones has Etam achieved since 1916?
Etam’s main success is in making women happy and offering products that cater to almost every woman’s needs. We strive to ensure that every woman who walks into our stores finds something that makes her feel good and confident.

How many stores does Etam have in Switzerland, and where would you like to expand?
We currently have 17 stores and eight shop-in-shops at Manor in Switzerland. Our goal is to expand into the German-speaking part of the country, which makes up 60% of the population and presents significant growth potential. We already have stores in Basel, Bern, Lucerne, St. Gallen, and Zurich, and we’re focusing on Zurich as a key market. The Zurich store, located at the main train station, has great traffic and international customers.

What is your vision for Etam?
Our main goal is for Etam to become the number one lingerie brand in Switzerland. I believe that if we succeed in Zurich, we can succeed anywhere, as the market there is highly competitive and full of opportunities. We aim to open more stores in both the French- and German-speaking regions of Switzerland.

What is the biggest challenge facing the lingerie business today, and how can you overcome it?
The biggest challenge is the competition, as we’re entering an already crowded market. To stand out, we focus on innovation and clear communication about the value of our products. Many customers associate lower prices with inferior quality, so we focus on showing the reasons behind our pricing and highlighting the quality of our products. We aim to differentiate ourselves from brands like Victoria’s Secret by emphasizing our innovations.

How does sustainability factor into Etam’s products?
Sustainability is a top priority. Our goal is for 100% of our products to be made with recycled materials. Currently, 75% of our products are made from recycled materials. We design and develop our products in Northern France, and they’re produced in Asia and Tunisia. Since COVID, we’ve moved production closer to Europe, which is why we opened a factory in Tunisia two years ago, now responsible for 20% of our collection. Our products are transparent, and customers can scan a QR code in stores to watch videos of how their products are made. Currently, 99% of our manufacturers are audited to ensure compliance with legal and ethical standards.

Could you explain how Etam’s recycling program “Petit Geste Joli Soutien” works?
Customers can bring in their old bras, from any brand, to our stores and receive a 10% discount on a new one. The bras are collected by Démarche, a company in Lausanne. Bras in good condition are donated to organizations like Caritas, while the rest are recycled through Texaid. This program promotes sustainability by addressing the challenge of recycling bras, which contain various materials like metal, lace and plastic. This initiative continues to grow, with around 1,200 bras donated annually.

How did you push digital marketing during COVID, and what strategies helped Etam stand out from competitors?
Early on, I realized  that we needed to localize our approach in Switzerland and tailor it to the Swiss market. We began by collaborating with local influencers, starting with the French-speaking part of Switzerland  to align with our brand’s roots. Over time, we expanded our efforts, launching local campaigns featuring Swiss personalities. For example, we created a campaign for our Period Panties, which featured local influencers like Valentine Caporale from Geneva. Additionally, we focused on digital acquisition for stores, running a one-month campaign on window displays.

What are some key innovations of Etam?
Many innovations emerged during the COVID period. We saw a trend where women felt bras were no longer necessary, so we developed  the bralette-style 24-Hour bra for ultimate comfort. This versatile product  can be worn for a variety of activities, from work to yoga or even swimming. Another key innovation is our period panties,  a market leader that was named “Best Product” by the Fédération romande des consommateurs. We also offer maternity bras for expecting and breastfeeding mothers, made from 100% cotton with delicate  lace details, combining  comfort and affordability. Additionally, our post-operation bras, designed for breast cancer patients, have received recognition from hospitals across Switzerland. We’re continuing  to improve these products, adding lace details to empower and make  women feel  sexy and confident after their surgery.