Etam has chosen Miami for its first freestanding U.S. boutique, selecting a fast-growing city — and an opening date coinciding with peak swimwear season.
It is actively scouting locations in Florida, Texas and New York, and aims to open two more locations before the end of the year.“We want to bring our Frenchness, but we have to do it the American way,” Milchior said in an exclusive interview at Etam’s headquarters in Paris.
Milchior noted the lead time to open stores in the U.S. is considerably longer than in France, where only four to six weeks are required. What’s more, “store construction is much more expensive than it is in Europe, it’s double the price,” the executive marveled. “We only want to open in prime locations.”
Like other retailers, Etam is also coming up against inflation and recessionary pressures, causing most average consumers to put the brakes on discretionary spending.Bruno Bebert / Bestimage They also appreciate Etam’s corporate social responsibility credentials, with about 70 percent of its offering eco-conceived in organic or recycled fibers.
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