At a time when fashion brands are evaluating retail strategies, Eres continues its aggressive rollout of boutiques worldwide.
This story first appeared in the November 12, 2012 issue of WWD. Subscribe Today.
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.
Last spring, Eres opened its first freestanding boutiques in Crystals CityCenter in Las Vegas and Toronto, launching the brand’s first stand-alone foray into the Canadian market. The Toronto store is located on Cumberland Street in the heart of the city’s affluent residential and professional community.
Mauny added that there are no immediate plans to open a boutique in Manhattan.
“Eres is available at Barneys,” he said.
By the end of 2012, Eres will be operating 31 directly operated boutiques and retail franchises worldwide.