OuiHours editorial shot by Albert Watson

OuiHours is introducing a lingerie registry.

Starting this week the online intimate apparel retailer is offering the new service to customers, who cofounder and creative director Marc Balet said are becoming annoyed by lingerie gifts that don’t suit their taste.

“Women are getting horrible lingerie,” said Balet, who was the former creative director at Interview magazine during the Andy Warhol years. “I know someone who said she always thought her friends knew her until they bought her lingerie and she realized they don’t know her at all.”

OuiHours president Alex Dulac said the Millennial bride is looking for more of an experience. Instead of simply creating a wish list that people can see, a function that’s provided by multiple e-commerce sites, on OuiHours the bride can create a personalized page with her own background that she can make public or private.

“It’s an opportunity to build their dream drawer of lingerie,” said Dulac.

According to Dulac, everything on the site, which includes intimate apparel and sleepwear from brands such as Cosabella, Araks and Morgan Lane, is available for the registry program.

Dulac told WWD that since launching the site about a year ago, the OuiHours offering has grown from 60 to 90 brands. The site, which is merchandised by former Ralph Lauren and Barneys New York executive Bonnie Pressman, focuses on rich editorials — shot by photographers including David LaChapelle and Patrick Demarchelier —  that feature the product. OuiHours holds no inventory and takes home 50 percent of a product’s sales.

Dulac said a OuiHours line is set for later this year and a brick-and-mortar experience is planned for early next year.

“We wanted to focus on building out this neighborhood,” said Dulac. “We want to see what our woman is buying and use that as a laboratory for building our own line and store.”