Athena
Eminence · France
Athena is a French underwear brand belonging to the Eminence group. Best known for men's underwear, it also offers women's lingerie, hosiery and sportswear, sold mainly through French supermarkets and hypermarkets.
| Country | France |
|---|---|
| Group | Eminence |
| Main channel | French mass retail |
| Women's range | Lingerie, hosiery and sport lines |
| Website | athena.eu |
What is Athena?
Athéna is an underwear brand from France owned by the Eminence group, the French underwear company that also runs the Eminence label. Athena is a long-established name in French mass retail and is particularly associated with men's underwear such as boxers and briefs.
Products and positioning
Alongside its core men's offer, Athena relaunched a women's range that includes:
- Six lingerie lines
- Six hosiery lines
- Three sport lines
Women's sets were priced at up to 30 to 40 euros, placing the brand in the accessible segment of the market. Nightwear was developed under licence. The brand has also run campaigns that brought it advertising awards in France.
Distribution
Athena is sold primarily through grande distribution, the French supermarket and hypermarket channel, where its women's range was present in one in two points of sale. It is also available through online retailers.
Why it matters
Athena illustrates how French underwear groups use separate brands to cover different channels, with Athena serving mass retail while sister brands address department stores and specialist retail.
Frequently asked questions
Who owns Athena underwear?
Athena belongs to the French underwear group Eminence.
Where is Athena underwear sold?
Athena is sold mainly in French supermarkets and hypermarkets, as well as through online retailers.
