French Lingerie Brand Etam Celebrates the Opening of New Boutique in Zürich

For some, lingerie is an effortless way to add allure to the bedroom. For others, slipping into lace each morning transforms into a ritual— an immediate confidence boost that impacts how they carry themselves throughout the day. 

As women worldwide understand, lingerie is more than mere fabric; it is a statement of self-expression, empowerment, and femininity. Few comprehend this better than the French, who view lingerie as a form of liberation. It serves as a means toembrace sensuality while feeling confident and authentic.

In a world where women have long fought for independence, lingerie remains a symbol of expressing one’s sexuality. However, it is not merely about seduction; it encompasses comfort, self-love, and celebrating one’s beauty. The right lingerie does not simply adorn a woman; it elevates her, allowing her to feel elegant, sophisticated, and, most importantly, content with herself. The delicate touch of silk, the caress of soft lace, and the craftsmanship of each piece transform lingerie into a sensorial luxury. Receiving the gift of lingerie brings genuine pleasure, one that enhances not only how a woman appears but also how she feels. 

As France’s leading lingerie brand and a renowned name worldwide, Etam has dedicated over a century to perfecting the art of intimate apparel, understanding women’s desires, and empowering them with soft fabrics and exquisite designs. With a rich legacy of expertise and innovation, Etam inspires women to embrace their freedom and express their individuality by selecting lingerie that reflects their personality.

Etam continues to strengthen its nationwide presence, with 25boutiques established throughout Switzerland and further expansion planned in the German-speaking regions. Following successful openings in Basel, Lucerne, St. Gallen, and Bern, the brand achieves a new milestone by launching its first boutique at Zürich Hauptbahnhof. The boutique is situated within the shopping mall of Zürich’s central train station and perfectly positioned for busy commuters.

‘We had been searching for a location for some time, and when the opportunity arose in the station galleries, we seized it without hesitation. Declared the best train station in Europe in December 2023, Zürich Hauptbahnhof is also recognised as one of the city’s most prominent shopping destinations. Everything aligns to make Zürich’s station the next Etam success story in Switzerland and to captivate the city’s residents.’  – states Selma Galland, Country Manager for Etam Switzerland. 

Zürich Hauptbahnhof is Switzerland’s largest railway station and one of the busiest in Europe. It welcomes thousands of international travellers from major cities such as Paris, London, and Milan daily. Its central location makes it a key hub in the heart of Europe. In addition to an extensive lingerie collection, the boutique offers luxurious loungewear, stylish leggings, and silk pyjamas— ideal for travellers seeking chic, last-minute essentials. 

Numéro Switzerland attended the store’s grand opening on a bustling Wednesday afternoon. Guests sampled the festive collection, with women of all ages embracing the brand’s French luxe aesthetic. A DJ set the mood while champagne flowed, creating a lively and celebratory atmosphere. Conversations naturally shifted to the influence of French lingerie on the Swiss market, emphasising the importance of Etam’s arrival in Zürich.

The Swiss lingerie market is diverse yet distinctly segmented. On one end, luxury brands cater to those willing to invest in high-end design, while on the other, mainstream retailers offer more accessible yet often traditional options. Etam effectively bridges this gap by providing lingerie that balances elegance, comfort, and affordability. With its signature French allure, the brand delivers a fresh perspective, offering women stylish, high-quality aesthetics that feel both indulgent and achievable.

Women can impose limitations on themselves through self-created barriers, whether they feel constrained by traditional beauty standards or believe that lingerie isn’t “for them.” Etamaims to dismantle these barriers, crafting lingerie that celebrates all women, irrespective of body type or societal expectations. It is not designed solely for supermodels or created exclusively with heterosexual appeal. Instead, it is lingerie made for women, by women, and deeply rooted in the essence of French liberté.

Etam encourages women to embrace their freedom and be whoever they wish. While it may seem simple in theory, genuine self-assurance is not always easy in practice. Confidence encompasses more than just looking good; it entails owning your narrative, celebrating your individuality, and genuinely standing in your power. 

By creating lingerie that enhances a woman’s appearance while ensuring her comfort, Etam empowers women to embrace their best selves. They reject uniformity because true confidence is not about blending in but about recognising one’s strength, femininity, and, above all, identity.