Etam
Etam Group · France
Etam is a French lingerie and womenswear brand and the flagship of the family owned Etam Group, based in Clichy near Paris. Founded as a hosiery shop in Chemnitz in 1916, the group now also runs Undiz and Maison 123 and operates in more than 50 countries. It is led by chief executive Laurent Milchior.
| Founded | 1916, Chemnitz |
|---|---|
| Founder | Max Lindemann |
| Owner | Etam Group (Milchior and Tarica families) |
| Headquarters | Clichy, France |
| Group chief executive | Laurent Milchior |
| Segment | Lingerie and womenswear |
| Website | etam.com |
What is Etam?
Etam is a French brand of lingerie, nightwear, swimwear and sport and leisure wear, sold mainly through its own stores and online. It is the flagship of Etam Group, an independent family owned company headquartered in Clichy, which also owns Undiz and Maison 123 and holds stakes in Ysé and Livy.
History
Max Lindemann founded the Strumpfhaus Etam hosiery shop in Chemnitz, Germany, in 1916. The company's seat moved to France after the German business was liquidated in 1938. In 1958 Etam merged with Setamil, founded by Martin Milchior, forming the basis of today's group. According to French Wikipedia, the Milchior and Tarica families controlled about 68.5 percent of the capital in 2010.
The group expanded strongly in China, where it once operated thousands of stores, before refocusing on Europe. It invested in the digital lingerie brand Ysé in 2019. Etam opened its first US store in Miami in 2023 and appointed a general manager for North America in 2026. Laurent Milchior is chief executive of the group, and Marie Delahaie was named to lead the Etam brand from May 2026.
Products and positioning
Etam targets a broad female audience at mid-market prices. Its offer includes:
- Bras, briefs and lingerie sets
- Nightwear and loungewear
- Swimwear, including a 2026 collaboration with Nensi Dojaka
- Sport and leisure wear
Business model and distribution
Etam Group combines own stores, franchise partners, concessions and e-commerce in an omnichannel model, with more than 1,300 points of sale in over 50 countries. Since 2011 the Etam brand has staged lingerie shows timed with Paris Fashion Week as a marketing platform.
Why it matters
Etam is one of the oldest names in European lingerie retail and a rare independent family group at scale. Its push into the United States and its multi brand structure make it a key competitor to Hunkemöller, Intimissimi and Victoria's Secret.
Frequently asked questions
Who owns Etam?
Etam belongs to Etam Group, an independent French family owned company controlled by the Milchior and Tarica families. Laurent Milchior is the group's chief executive.
Where is Etam from?
Etam was founded in 1916 in Chemnitz, Germany, by Max Lindemann, but moved its seat to France in the 1930s. Today it is a French brand headquartered in Clichy, near Paris.