The lingerie company, owner of brands Undiz, Madison 123, stated that the founder of Ysé will continue in the company.
Etam expands its portfolio. The lingerie company, owner of brands Undiz and Maison 123, has acquired a major share in the equity of intimal apparel brand Ysé, an operation which cost is unknown.
The company has explained in a press release that Clara Blocman, founder of Ysé, will continue in the company as the president. “This merge gives us the means to accelerate our expansion while strengthening our expertise”, Blocman stated.
Etam has a goal to strengthen its positioning in the underwear and lingerie market
With this acquisition, Etam’s goal is to strengthen its positioning in the lingerie market. Apart from this, the brand opened in 1983 as 1.2.3, renamed as Madison 123 in 2018. In 2007, the group introduced Undiz and in 2017 acquired a stake in Livy.
Acquiring Ysé happens a few months after Etam decided to let go of its Chinese market. This division and its more than 1,600 retailers in 300 Chinese cities switch hands to the investor Jinguo Zhou, located in Hong Kong.