The Etam lingerie store, located in the heart of Saint-Étienne, will close its doors for good on September 21. This closure is not linked to a lack of attractiveness of the city center, but is part of a plan to reduce points of sale on a national scale. When passing in front of the store, the people of Saint-Étienne can already see large yellow posters announcing the closure with the message “Permanent closure, everything must disappear”, indicates the local news site 42info. However, the premises will not remain vacant for long, because the Normal brand is ready to move in in the following weeks.
Residents of Saint-Étienne are familiar with Normal, a brand already present at the Centre-Deux shopping center. Originally from Denmark, Normal has established itself in Europe with more than 775 stores in various countries, including France, Norway, Sweden and Spain. The brand stands out for selling everyday products at low and fixed prices.
Etam, for its part, had tried in 2021 to revitalize its stores with a new concept. The objective was to create a more welcoming and qualitative space for its customers, encouraging purchasing and discovery in a pleasant setting. “The idea was to give a more qualitative setting to the brand and its products,” explained Patricia Tranvouëz, CEO of Etam, in 2021. Despite these efforts, the concept did not meet with the expected success in France, leading to the closure of (…)
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