The Etam Group is looking to attract new start-ups to its accelerator

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The Etam Group is putting out a call for applications for WeDareLab, its startup accelerator, for its fifth intake. The French business, which owns the Etam, Undiz, Maison 123, and Livy brands among others, is searching for start-ups to assist in their expansion. Thirteen businesses in the lingerie, fashion, and technology sectors—among them Albertine, We Are Jolies, Liberare, Lolo Paris, Chlore, Flair, Brarista, and others—have benefited from the program since its inception in 2021.

Start-ups that are interested in applying must do so by June 30, 2024. A panel of Group experts will choose up to five start-ups to be part of the WeDareLab. The program is scheduled to begin in November, and the decision is expected to be announced in September.

Eight months of assistance on two or three major growth projects, such as sourcing, acquisition strategy, and building their first store, will be provided to participating start-ups. They gain from access to offices, a workshop, and a fabric laboratory, as well as guidance (mentoring, coaching, workshops, etc.).

“We are incredibly proud to have business owners visit our location from all across Europe, where they can take advantage of our knowledge, connections, and century-old experience. Our family business is based on the principles of sharing and passing on. Additionally, these younger start-ups are a great source of inspiration for us and have a lot to teach us,” says Etam Group Deputy Managing Director Alexis Gurdjian.

WeDareLab began catering to lingerie manufacturers exclusively, but last year it extended to tech start-ups as well. Among these are Recyc’elit, which has created a patented method for recycling all kinds of textile waste derived from polyester, and Elyn, which provides a tool for streamlining the handling of e-commerce returns by providing options other than refunds.

Several of the 13 start-ups that received incubation have advanced significantly and are still operating today. For instance, the 60 bra size brand Lolo Paris intends to launch pop-ups in Paris, open in multiple Etam stores, and create a showroom in Paris in 2024.


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Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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