Marie Delahaie, a French lingerie brand, has been named Managing Director. With a background in luxury homes and premium labels, this product specialist is taking on a new challenge as the head of the Etam group’s youthful lingerie brand, which targets Gen-Z in particular with its affordable models. Isolde Andouard, who left to take over at the Parisian label Iro, is replaced by her.
Her current goal is to revitalise the brand. This entails improving its reputation while simultaneously growing its clientele, which is primarily composed of young ladies. “Undiz has a lot of promise; his DNA is incredibly positive, vibrant, impulsive, and approachable. Its inventiveness shouldn’t be a barrier because it can appeal to all demographics”, she adds, adding that “it’s crucial to involve the teams and consider things from all perspectives (offer, merchandising, windows, etc.) in order to make a brand identity shine.”
In the next months, the newly appointed CEO will present her plan after making several field visits, including to factories and retail stores. “It’s important to know who comes into the shop, and why, and who no longer comes to Undiz,” she explains.
Established in 2007 as a component of the Etam group, the business withholds its sales statistics. It operates 200 stores in 20 nations. It has 6.5 million customers and employs close to 1,200 people.
Bharat Tex Special Report 2026 
