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Eberjey Opens First Freestanding Store

The Miami-based lingerie and swimwear company looked no further than its hometown for a light foray into retail.

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Miami-based lingerie and swimwear company Eberjey looked no further than its hometown for a light foray into retail.

Eberjey has opened its first a 350-square-foot boutique at 7209 SW 57th Court in South Miami, an upscale suburb on the mainland. The boutique, which features whitewashed floors and blush walls, is designed to look like a ballet studio with ballet bars to merchandise lingerie.

“We could have opted for New York or Los Angeles, though Miami Beach was always out of the question due to our representation at Journelle,” said cofounder Mariela Rovito. “But in the end, we had a strong personal connection to South Miami, and the size was right.”

Journelle, a multibrand lingerie chain with three units in New York, closed its doors earlier this summer at 1111 Lincoln Road in Miami Beach.

Eberjey will use the boutique to test and showcase new product, best-selling items and exclusives such as girl’s swimwear. Lingerie and loungewear will be merchandised in greater quantities, followed by resortwear and ikat swimwear. Offerings in new colors include the Colette series with chemise, bralette and panty in blush and indigo, retailing for $36 to $78, and summer pajama sets inspired by men’s wear for $102, that debuted this year.

Resort pieces range from an all-over cotton lace poncho in white, nude and natural, selling  for $158, to V-neck caftans in orange or peppermint chevron prints for $163. The owners also curate some of their favorite accessories such as Tocca beauty products, Matta tassel scarves and Citrine by the Stones jewelry.

“Beyond its size, it can’t be a flagship since we offer six collections annually,” said Rovito.

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