Hamashbir Lazarchan launches standalone Etam lingerie stores in Israel

Hamashbir Lazarchan, Israel’s leading department store chain, has launched its first independent store for the French lingerie brand Etam. The new flagship store, covering approximately 110 square meters, recently opened in Eilat's Queen of Sheba Mall with an investment of NIS 1 million. The store offers a range of lingerie, pajamas, nightwear, and women’s swimwear. Following this Eilat location, Hamashbir plans to open additional Etam branches in the Azrieli Holon Mall and the Ir Yamim Mall in Netanya. These new stores join Hamashbir’s existing Etam boutique corner in Ramat Gan’s Ayalon Mall, which features exclusive international brands and luxury cosmetics.

Etam’s new Eilat store is its flagship in Israel, with the brand previously available only in select Hamashbir corners across 36 nationwide branches and through Hamashbir's e-commerce platform, Three Sixty-Five. Even with the new standalone store, Hamashbir will continue to sell Etam items at its branches and online, alongside other exclusive fashion brands like the American label Kenneth Cole, French brand Morgan, Spanish women’s brand Punt Roma, and children’s brand Okaïdi-Obaïbi.

Founded in 1916, Etam has grown to be a leading global player in the lingerie market. Today, it is France's top lingerie brand and among the world’s largest, with over 1,300 stores across 57 countries and an annual revenue of €880.2 million.

"We are thrilled to open Etam’s first store in Israel. I’m confident this new location will significantly boost the brand's presence in the country," said Rami Shavit, Hamashbir’s controlling shareholder and CEO. "Etam is highly sought after and has seen impressive growth in Europe, thanks to its trendy, high-quality items offered at competitive prices. Over the next year, we’ll continue to invest in the brand’s expansion in Israel through additional store openings while continuing to promote it across Hamashbir branches and our online platform.”