On February 14, the Lithuanian company Audimas completed the acquisition of the underwear retail network Etam, though the deal's value has not been disclosed. According to Audimas CEO Daiva Šulienė, this acquisition is crucial for ensuring the continuity of operations and stability of teams, which will also enhance the quality of services. Additionally, this move is accompanied by a long-term collaboration agreement with the international brand Etam, signaling a strategic partnership.

Additionally, earlier in January, Audimas established a subsidiary named House of Brands LT, aimed at creating a platform for developing international brands. This subsidiary will manage the Etam stores but also plans to explore new acquisitions in the future, indicating Audimas's intent to expand its market presence. Currently, there are four Etam stores in Lithuania: three in Vilnius and one in Klaipėda, which could be part of a larger growth strategy.

The acquisition and establishment of House of Brands LT signify a potential shift in the Lithuanian retail landscape, particularly in the fashion and apparel sector. By integrating Etam into its portfolio, Audimas not only diversifies its offerings but also strengthens its competitive position in the market, which may influence consumer choice and the dynamics among retailers in the region.