Princesse tam.tam lingerie, homewear on sale also at select Uniqlo stores in Europe

By

Marion Deslandes

Translated by
Nicola Mira

Published
Aug 28, 2018

After a few joint initiatives, notably for swimwear, Uniqlo and Princesse tam.tam, both owned by Japanese group Fast Retailing, are forging closer links via a new retail collaboration project. From September 13, a selection of Princesse tam.tam homewear and lingerie sets will in fact be available at Uniqlo stores.

The idea is to boost the visibility of the French lingerie label, whose performance has been slowing down slightly, giving it a new, European dimension. “Princesse tam.tam hopes to attract more customers to its stores, to discover the full collection, since only a selection of products will be available [at Uniqlo],” Princesse tam.tam said to FashionNetwork. 

It is also a way for Uniqlo to further broaden its apparel range, which is designed to target the whole family. Uniqlo already has a lingerie range, focused on comfortable bras in a classic design, and on sport bras. By introducing Princesse tam.tam items, Uniqlo adds a little more zest to its range. The products selected are the ‘Monica’ lace underwear set, the ‘Lovely Heattech’ underwear line, featuring Uniqlo’s signature garment technology, and a modal pyjama with lace details on the shoulder. They will be showcased in two display counters in the homewear and underwear area within eleven Uniqlo stores in Europe.

Four of France’s Uniqlo stores have been picked for this operation, two in Paris and one each in Montpellier and Lyon. But the operation will tap Uniqlo’s international retail network too. Princess tam.tam, outside of France, also operates stores in Belgium but, apart from two retail corners in Italy, it has no other shops in European cities. Through this initiative, Princess tam.tam will reach the Uniqlo stores in Antwerp and Brussels in Belgium, and those in Barcelona, in London (the Regent Street and Oxford Street stores) and in Berlin and Cologne in Germany.

The initiative will also be featured on the web, as the Uniqlo sites in France, Germany, the UK, Spain, and the European site too, will be selling the Princesse tam.tam items selected.  An additional online showcase for the French lingerie label founded in 1985 and currently operating 130 stores, which was bought by Fast Retailing in 2005.  

Last April, the French subsidiary of Fast Retailing began to restructure its organisation, and deployed a voluntary redundancy plan for its office staff which, according to the group, should not impact the retail organisation.