At a time when fashion brands are evaluating retail strategies, Eres continues its aggressive rollout of boutiques worldwide.
The Chanel-owned specialist of luxury lingerie and swimwear will open its first store in Kiev, Russia, Nov. 25, followed by its first store in St. Barth’s on Dec. 1. The Kiev unit will be Eres’ second entry into the Russian market and follows the opening of a dedicated Eres shop area at Tsum in Moscow in August. Eres also opened its doors for the first time in Turkey with a unit in Istanbul in September. Olivier Mauny, managing director of Eres, said the Russian market is ripe with opportunity.
“Based on the traffic of Russian customers in our European boutiques and the size of the lingerie market, we believe Eres has good potential in Russia in both swimwear and lingerie,” said Mauny.
Regarding the appeal of Eres’ upscale products in Turkey, Mauny observed: “The economic environment has been better in Turkey than in European countries. Furthermore, there is a deep ‘seaside’ culture as well as a growing demand for high-end products. We have also noticed that just like with Russia, we have seen an increasing number of Turkish clients in our [European] boutiques....We have fans all over the world and we are trying to service them with stores in key locations.”
Location is key, and Mauny noted that the Istanbul boutique is located in a “very dynamic” shopping mall in Istinye Park, which houses a number of important luxury brands.
As for St. Barth’s appeal to Eres customers, Mauny said, “It’s one of the most beautiful destinations in the Caribbean with a very high-end clientele, a place to be for Eres with a boutique. It is also one the favorite destinations for our designer Valerie Delafosse.”
In other developments. Mauny said Eres entered into a new “partnership boutique” in Antwerp, Belgium, in September. This will mark two locations in Belgium, including Brussels. In October, Eres opened its 10th shop in France in Lille.
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“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia