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.