Marie Delahaie, recruited from Undiz, is set to steer the French lingerie group into its next chapter, signaling strategic continuity and renewed ambition.

Etam, one of France’s most established names in lingerie and intimate apparel, is preparing for a new phase in its long history with the appointment of Marie Delahaie as managing director. Currently a senior leader at Undiz, Delahaie is expected to take the helm of Etam starting in the coming months, a move that industry observers view as both deliberate and forward-looking.

The appointment comes at a moment when the lingerie market is undergoing profound change. Consumer expectations around comfort, inclusivity, sustainability, and omnichannel shopping have reshaped the competitive landscape. Against this backdrop, Etam’s decision to recruit from within the same corporate ecosystem as Undiz underscores a desire for continuity, while also signaling a willingness to sharpen its strategic focus.

Marie Delahaie has built her reputation at Undiz, a brand known for its youthful positioning, bold marketing, and strong connection with digital-native consumers. During her tenure there, she has been closely associated with brand modernization efforts, agile product cycles, and a retail strategy designed to keep pace with rapidly evolving tastes. Her move to Etam places her at the head of a label with a broader international footprint and a more diversified customer base.

For Etam, the challenge is not reinvention from scratch, but refinement. The brand already enjoys strong recognition in France and abroad, with a network of physical stores complemented by a growing online presence. Delahaie’s mandate is expected to center on clarifying the brand’s vision while reinforcing its relevance across generations. Insiders suggest that this will involve a careful balance between heritage and innovation, preserving Etam’s core identity while updating its codes.

Retail expansion is also expected to be high on the agenda. While Etam has long relied on brick-and-mortar stores as a cornerstone of its strategy, the role of physical retail has evolved. Rather than sheer footprint, the focus has shifted toward experience, services, and seamless integration with digital channels. Delahaie’s background at Undiz, where experimental store concepts and social-media-driven traffic have played a key role, could influence how Etam rethinks its retail environments.

Beyond stores, brand storytelling is likely to receive renewed attention. The lingerie sector has become increasingly values-driven, with consumers paying close attention to representation, body positivity, and responsible sourcing. Etam has already taken steps in this direction, but observers believe Delahaie’s arrival could accelerate these efforts, embedding them more deeply into product development and communication.

Industry analysts describe the appointment as a strategic leadership move rather than a disruptive one. By selecting a leader familiar with the group’s culture and market positioning, Etam appears to be prioritizing operational fluency and strategic coherence. This approach may prove crucial at a time when fashion companies are navigating cost pressures, supply chain uncertainty, and intense competition from both established players and emerging digital brands.

Internally, Delahaie is expected to work closely with existing teams to align creative, commercial, and operational priorities. Her management style, often described as collaborative and data-informed, could help bridge the gap between intuition-led fashion decisions and performance-driven retail metrics. Such alignment is increasingly seen as essential in a sector where margins are tight and consumer loyalty is hard-won.

Externally, the move has been met with cautious optimism. Market watchers note that leadership transitions in fashion can be fraught with risk, particularly when brands attempt to pivot too quickly. In Etam’s case, the choice of Delahaie suggests a measured evolution rather than a radical overhaul. The goal, analysts say, is to strengthen what already works while fine-tuning the brand for the next phase of growth.

As Etam looks ahead, the expectations placed on its new managing director are substantial. From enhancing the brand’s international appeal to deepening its connection with consumers, Delahaie will be tasked with steering the company through a complex and competitive environment. Her success will likely depend on her ability to translate insights gained at Undiz into strategies suited to Etam’s scale and heritage.

For now, the appointment sends a clear message to the market: Etam is investing in leadership that understands both the nuances of modern lingerie retail and the importance of brand legacy. As Delahaie prepares to step into her new role, all eyes will be on how she shapes the next chapter of a French fashion institution navigating the demands of a changing industry.