The Mashbir has opened a second independent store for the French lingerie brand Etam. The new store, spanning an area of approximately 80 sq.m., opened at the Azrieli Mall in Holon with an investment of about NIS 1 million.
This is the second independent store that The Mashbir has opened for the Etam brand. The first store opened at the Queen of Sheba Mall in Eilat in 2024, also with an investment of NIS 1 million. Alongside the new store in Holon, Etam products are also sold at The Mashbir's boutique branch at the Ayalon Mall in Ramat Gan, which offers exclusive international brands and luxury cosmetics brands.
The new store offers the full range of items from the French brand: Bras, underwear, sleepwear, and pajamas in various styles, with an emphasis on lace and rotating collections.
In addition to the independent stores, the brand continues to be sold at branches of The Mashbir chain, which operates 36 branches nationwide, as well as on its e-commerce website. The Mashbir will continue to market Etam alongside other exclusive fashion brands such as the American brand Kenneth Cole, the French fashion brand Morgan, the Spanish women’s fashion brand Punt Roma, and the children's clothing brands Okaïdi-Obaïbi.
The Etam lingerie brand was founded in 1916 and over the years has become a global key player in the lingerie field. Today, Etam is the leading lingerie brand in France and one of the leading brands worldwide. The Etam Group operates more than 1,300 stores in 57 countries and generates an annual turnover of 880.2 million euros.
Sa'ar Shavit, Deputy CEO of The Mashbir, said: “We are very excited to open the second independent Etam store in Israel, a move that indicates significant growth of the brand in the country.” According to him, “Etam is a highly sought-after and rapidly growing brand in Europe thanks to the fact that it offers trendy items of excellent quality at competitive prices. In the coming year, we will continue to invest in introducing the brand in Israel through the opening of additional stores alongside continued marketing of the brand in The Mashbir branches and on our online website.”