The French lingerie brand Etam, previously available only within Hamashbir Lazarchan department stores in Israel, is making an independent move with the opening of a standalone store at the Queen of Sheba Mall in Eilat. This milestone marks a new chapter for Etam in the Israeli market, with an investment of nearly one million shekels. Following this opening, Etam plans to establish additional locations at Holon’s Azrieli Mall and Netanya’s Ir Yamim Mall.
Hamashbir Lazarchan department stores have launched their first flagship Etam store in Israel. The new store, covering around 110 square meters, was inaugurated at Eilat’s Queen of Sheba Mall, requiring a significant investment of approximately one million shekels. As part of the brand’s expansion plan, two more stores are set to open soon—in Azrieli Mall, Holon, and Ir Yamim Mall, Netanya. This expansion complements the existing Etam presence at a boutique-style Hamashbir Lazarchan corner in Ayalon Mall, Ramat Gan.
The newly opened Eilat store offers a broad selection of women’s lingerie, pajamas, nightwear, and swimwear. Until now, Etam products were sold in designated sections within 36 Hamashbir Lazarchan stores across Israel, as well as through the chain's e-commerce platform, THREE SIXTY FIVE.
Founded in 1916, Etam has grown to become one of the world’s leading lingerie brands, boasting over 1,300 stores across 57 countries and generating an annual revenue of €880.2 million. The brand dominates the lingerie market in France and holds a prominent position globally.
Rami Shavit, CEO and controlling owner of Hamashbir Lazarchan, expressed his enthusiasm about Etam’s expansion in Israel: “We’re thrilled to open Etam’s first standalone store in Israel. I am confident this new store will drive substantial brand growth locally. Etam is highly desirable and rapidly expanding in Europe due to its trendy items, excellent quality, and competitive prices. Over the coming year, we’ll continue to invest in establishing the brand in Israel by opening additional stores and promoting it through our Hamashbir Lazarchan branches and online platform.”