Undiz changes its image with new management at the helm | kbnmart

A new director and a new image boost for Undiz, the lingerie retailer targeting young women and part of the Etam group. Marie Delahaye, formerly of Zadig & Voltaire and Lacoste, took over as general manager last May, and this fall she is presenting the first fruits of her labor. She has set her sights on a Californian (US) vibe, with a focus on humor, sunny yellow and a logo with more rounded letters. The goal is to broaden the customer base.

According to Marie Delahaye, the new brand identity “accompanies a major shift: Ondés is now a young brand, no longer aimed at young people. This change reflects the reality on the ground. In addition to our customers aged 18 to 25, whom we want to retain, a large proportion of our customers have grown up with the brand and are still very attached to it. (…) In the stores, I have noticed that women sometimes accompany their daughters. This new identity also responds to these intergenerational and mother-daughter values,” she explains.

From now on, Ondeze’s messages will be divided into monthly chapters, punctuated by the twelve months of the year, “to express a color, a mood, a silhouette, or to celebrate a collaboration.” The first chapter focuses on second-skin products and lemon-hued floral lingerie, worn by a blonde model with a very golden tan.

The campaign will be launched via billboards across France, as well as hanging banners and social media sites.

This change in image is also reflected in the collections. “The visual identity is deployed at every stage of the customer experience, and our collections are at the core of this experience,” the CEO continues. “As the campaign shows, Undiz is a multifaceted brand. The brand’s tailoring expertise is used to satisfy the different moods and desires of our customers: sometimes a desire for comfortable basics, other times a desire for sexy lingerie, or even a desire to wrap up in comfortable pajamas.”

Furthermore, the men’s collection will be highlighted in a few months. “Men represent a large proportion of our customers. In 2025, a dedicated campaign and an expanded collection, especially in homewear, will be dedicated specifically to them.”

The Undiz network consists of nearly 200 stores in 20 countries, employing around 1,200 people. The company, which does not disclose its turnover, was founded within the Etam Group in 2007.