French lingerie brand Etam has opened its first retail store in Super Brand Mall, Shanghai.

The 100 sqm store features a tasteful black, white and pink color scheme, displaying the sophisticated array of elegant French-designed underwear for women marketed under the tagline “so sexy, so chic”. It also stocks Etam’s swimwear, sportswear and legwear.

Etam started selling its clothing in China in 1994 through wholesale channels and the market now accounts for about one third of its total sales.

But despite the importance of the country to its business, it has not until now opened its own stores there.

Founded in 1916, Etam is now sold in 4400 stores in 48 countries. The Shanghai store will sell the same lines as in Paris.

China marks a major strategic expansion for the company which to date has only opened stores in Asia in the Philippines. Its store network is largely concentrated on Europe and the Middle East.