Women in Indian cities will now be able to pick up Etam French lingerie, swimwear and innerwear for any occasion, addressing every mood, from a store not too far away.
With Miss India Earth Pooja Chitgopekar showcasing the lingerie collection of Etam, the leading French fashion apparel brand announced its joint venture with Pantaloons Retail (the Future Group) here late Thursday.
Both the companies will have a financial participation of 50 per cent in the enterprise and the clothes will be sold under the brand name 'ETAM Future Fashion Private Limited'.
Etam will open 40 outlets across 20 cities in India with an investment of Rs.900 million. Currently, Etam has seven stores and six shops in stores across five cities in India.
Announcing the joint venture at a press conference at the French embassy, Elisabeth Cunin, CEO, Etam Lingerie, said: "The legacy of Etam goes back 90 years, epitomising style down the ages. We are excited to partner with Pantaloons Retail and have aggressive expansion plans."
Jaydeep Shetty, CEO Etam Future Fashion, added: "We believe the timing is perfect to launch a high fashion lingerie brand, for Indian women, who had limited branded innerwear options in the past."
The Etam lingerie collection is a heady mix of fun and romance combined with elegance and flawless fit. Crafted from satin, silk, cotton and lace, the line compromises delicate patterns, vibrant motifs and fine finish in shades of whites, off-whites, blacks, pinks, reds and blues.