Rome flagship store for Etam

The new retailing face of Etam is set to be unveiled with the opening of the Italian flagship store in Rome next month. Designed by Hosker Moore & Kent, the new look is “natural, modern and feminine without being pretty-pretty”, says consultancy partner Peter Kent.

The consultancy was originally appointed to revamp the chain’s five-floor 5000m2 Paris flagship, which is due to open at the end of the year. HM&K is also working on a Brussels store.

The Rome outlet is 445m2 and comprises two existing shops. The interior features windows which open, a luxury lingerie department, a cantilevered limestone staircase and natural oak floors. The new concept is designed to be rolled out across Europe, although HM&K has yet to be approached by Etam in the UK. Graphics are being handled in-house at Etam.

There are currently 1020 Etam stores worldwide, 214 of which are in the UK.

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