Etam rebrands with Partners

Etam is poised to implement graphics designed by The Partners into its London Oxford Street flagship store, after completing 90 per cent of its national roll-out this week.

The new look for the 223 stores is focused on graphics. “We are making some minor interiors changes to be put into branches over the next four weeks,” says a spokesman, confirming that these are designed by shopfitter Havelock Europa.

Etam approached The Partners “because of our work with chains such as Dorothy Perkins and House of Fraser”, says Partners design partner James Beveridge, who adds that there was no pitch for the job.

“Etam has in the past had poor high street presence and little credibility. We’ve made it distinctive,” says Beveridge.