Hosker Moore & Kent creates Etam flagship

The new face of Etam was unveiled in the UK last week, following trials in Rome, Brussels and the outskirts of Paris. The flagship store on London’s Oxford Street is designed by Hosker Moore & Kent, which created the European store interiors.

The two-storey, 752m2 shop is nearly twice the size of the first new-look store in Rome. Its feel is “feminine and relaxed”, says an Etam spokeswoman. “We aim to provide our female customers with a pleasurable shopping experience,” she adds.

HM&K senior designer Chris Hampshire says the designs are based on a concept it is still perfecting, before opening a Paris flagship store next spring. “We try to bring a touch of each individual city into the stores to add some style to the buildings,” he adds.

The Oxford Street store features a dedicated lingerie department – a “big step” for Etam, says Hampshire.

According to Etam business development manager Steve Lees, the UK store is more upmarket than existing Etam stores in the UK. He says it has benefited from the prototype trials abroad in terms of seeing what works with consumers and what does not.

“We will wait around six months to see the reaction of the public in the UK before rolling out the concept further,” he adds.