Nudea joins Etam Groupe’s WeDareLab accelerator programme

British sustainable underwear brand Nudea has been selected to join French lingerie giant Etam Groupe’s eight month WeDareLab accelerator programme, beginning this month.

The WeDareLab programme first launched in 2021 and is designed to accelerate eco-responsible and innovative fashion and lingerie companies, through a customised support programme including access to Etam Groupe's "extensive ecosystem" and network of partners.

Priya Downes, Founder and CEO at Nudea, said: "We’re over the moon to be part of Etam Groupe’s WeDareLab accelerator programme. For us, this means invaluable support from industry experts, resources and connections with suppliers and distributors.

"More specifically, we’ll be able to get support in launching a new technical bra in an innovative fabric, where Etam Groupe can help with production, and share expertise in strategy development for marketing in continental Europe, where we currently have no major retailer presence."

Etam Groupe is one of the leading lingerie groups in the world with more than 1,400 stores in 57 countries. Etam is the number one lingerie brand in France and other brands in the group include Undiz, Maison 123, Ysé and Livy.

Since its launch in 2021, the WeDareLab scheme has supported a number of start-up companies in the lingerie, fashion and tech sectors. These include French lingerie and swimwear brand Albertine, organic cotton French lingerie brand We Are Jolies, US lingerie brand Liberare, French swimwear brand Chlore, UK lingerie brand Lemonade, UK digital start-up Brarista, and UK brand Fruity Booty underwear.