Eres will continue to grow its global retail presence in October with three store openings in London, Barcelona and Los Angeles.
The 532-square-foot boutique in London will be the first freestanding unit in the U.K. for the French luxury lingerie and swimwear brand, which already has an in-store shop at Selfridge’s. The 645-square-foot boutique in Barcelona will be the third location in Spain, while the Los Angeles store, which will be 1,141-square feet, has been relocated to another location in Beverly Hills.
Olivier Mauny, general manager of Chanel-owned Eres, said the expansion is based on consumer demand in specific urban locations.
“London is a key city in Europe and one of the cities where fashion happens. It’s also a major city for a luxury brand like Eres, and we know we have many new potential customers in London,” said Mauny. “It will open Oct. 20 and will be located in Belgravia near other luxury boutiques such as Christian Louboutin and Annick Goutal.”
Mauny described Barcelona as a burgeoning market for upscale brands.
“We have been doing business in Spain for quite a while. We opened a boutique in Marbella in May and recently reopened the Madrid store. We also have a strong following at multibrand [specialty] stores in Spain and have a growing base of consumers there. Barcelona represents a market of new opportunity for Eres,” explained Mauny. The Barcelona unit opens Oct. 26.
The success of the Eres brand in Beverly Hills prompted the company to launch its largest Eres store in the U.S., which opens this week [Oct. 3], said Mauny.
Eres’s retail expansion follows its first dedicated in-store space at Barneys New York, which opened in July. The 220-square-foot area houses a full range of Eres lingerie and swimwear and is merchandised in an environment that emulates Eres boutiques with silver chrome and blonde wood fixtures.
The Barneys venture follows the opening of a 430-square-foot Eres store in East Hampton, N.Y., in May.
Eres added a fifth unit in Paris in the trendy Marais district with a soft opening in June. The 320-square-foot boutique reopened in September following the traditional French vacation hiatus.
Eres currently operates 19 boutiques worldwide.
Chanel bought Eres in 1996. Eres was known primarily for its swimwear, but in fall 1998, with the guidance and financial muscle of Chanel, an upscale collection of lingerie bearing the Eres name was launched.