Minor launches French 'Etam' lingeries

The brand highlights its unique designs, quality lace and will be 100% imported. Big budget will allocated for the opening of 8 more new outlets, bringing the number of outlets to 20 by the end of this year. “Etam” is targeted to snatch Bt1 billion in sale revenue in three years on confidence that fashion products and lingerie demand will continue to rise. 
Chak Chalermchai, vice president for new business development and real estate, Minor Corporation, a leading distributor of international fashion, lifestyle and kitchenware brands, disclosed that the company is materializing its vision to create new segments in lifestyle brands. 
Throughout 2017, the company will officially inaugurate “Etam” - premium lingerie from France boasting the quality French embroidery, unique styles and patterns that are suitable for Thai women, as well as a great selection of nightwear. The new products are targeted to reap Bt1 billion in sales revenue in three years by undertaking market penetration strategy throughout the year to fight fiercely in the Thai lingerie market which is valued more than Bt12 billion. 
“Etam” has been the best-selling lingerie brand in France for four consecutive years (2013-2016) and the brand that has inspired women across the world for more than a century. 
“Thailand’s lingerie market is huge and shows constant growth. The growth rate tends to exceed that of the men’s wear and women’s wear market, particularly in the premium segment. Consumers aged 25-35 years with high purchasing power demand brand name lingerie products boasting lavish designs and innovation. This is rare in Thailand which is mainly dominated by functional lingerie. “Etam” offers more than lingerie with French lace design, embroidery and patterns. It also has an internationally-recognized high quality French standard. Notably, all “Etam” products will be 100 per cent imported,” Chak said.