Eres continues expansion phase

Monday, 03 February 2014
Luxury swimwear and lingerie label, Eres, is continuing its international expansion plans as the brand prepares to open new stores.

The exclusive French label is set to open three new stand alone boutiques in Hamburg, Munich and Düsseldorf, Germany in the first quarter of the year, according to WWD. The retail locations will be the first stores the Chanel-owned brand opens in the country, although the luxury brand is currently available in a number of multi-brand retailers and will soon be offered in Berlin department store KaDeWe.

Oliver Mauny, managing director of Eres, also revealed to WWD plans to open a stand alone store in London later this year. It will be the second store to open in London, after the brand previously opened a store on Motcomb Street in 2011. "We are looking for a location in Mayfair," commented Mauny. Luxury department store Harrods also currently offers Eres swimwear and lingerie.

As a luxury brand, it is important for Eres to keep a balance between multi-brand and stand alone stores, explains Mauny. Freestanding stores give Eres the freedom to "fully represent the brand and generate sales," adds Mauny.

He also hints at the possibility of opening a stand alone store in the US, although there are currently no definite plans of opening Eres boutiques in the country as of yet. The brand is currently only available at Barneys in the US.

Eres's ongoing expansion plans follows the recent opening of stores in Athens, Amsterdam and Moscow in the second half of 2013. The brand currently runs 36 stand alone stores and franchised retail units around the world.

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