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Translated by
Nicola Mira
Published
Nov 19, 2019
Reading time
2 minutes
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Etam appoints Patricia Tranvouëz as general manager

Translated by
Nicola Mira
Published
Nov 19, 2019

French lingerie and ready-to-wear retailer Etam, owned by the eponymous group, has a new leader. The label has tapped into the beauty and perfumery industry, hiring Patricia Tranvouëz for the role of general manager. In early November, she replaced Cédric Taravella, who was appointed at the start of 2018 following the departure of Marie Schott.


Patricia Tranvouëz has led the transformation of Kenzo Parfums between 2010 and 2019 - Etam


Tranvouëz, 49, began her business career at Unilever and then moved to L’Oréal, before joining the LVMH group in 2004 as the general manager of Sephora’s own brand. The latter was incorporated two years later into the S+ company, of which Tranvouëz also took charge. Under her aegis, S+ added two further names to its portfolio, skincare brand Rexaline and make-up brand Fred Farrugia.   

Tranvouëz, a graduate of the HEC business school, moved to another position within LVMH in 2010, becoming the general manager of Kenzo Parfums. She worked in this role for nine years, and has now joined mid-market fashion and lingerie retailer Etam.

The brand's owner, the Etam group, co-led by Laurent Milchior, stated that Tranvouëz’s “mission will be to continue to expand Etam, transforming it into an unrivalled brand online and worldwide with a robust innovation strategy, cultivating its creative, disruptive DNA.”

Etam claims to be the leader of the French underwear market, and operates in total nearly 900 monobrand stores in over 50 countries. Approximately 420 of these stores are in France. Etam was founded in 1916, and has been family-run throughout its long history. It recently opened a new flagship store in the Opéra district in Paris and is part of the eponymous group - also the owner of Undiz, Maison 123, Ysé and Livy - which generates an annual revenue of €938 million.

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