In September 1915, Max Lindeman opened his first store selling stockings in the heart of Berlin, Germany. The Etam brand was born...These modern, synthetic stockings were a success due to their popularity with women starting to go out to work. In 1924, the company moved into run-proof lingerie, which enjoyed the same success as stockings. The first Etam store was opened in Paris at 376, rue Saint-Honoré in 1928.As a true forerunner in the sphere of lingerie, the Etam Group has always placed innovation at the heart of its concerns. In 1916 Etam becomes the first lingerie retail chain in Europe. Etam begins to use cotton in its lingerie in 1964. During the 70s Etam launches the first bras on hangers. In 1985 Etam creates the seamless bra. Provocative in the 20's, natural in the 70s, conquering in the 80's, it will take a thousand faces. In the 21st century Etam Group Lingerie collections are all about fun, charm and authenticity. Collections Ready-to-wear symbolize cheerfulness, complicity and fashion.