Eres & Selfridges

By Alice Cavendish

Eres is set to open its first store in the U.K. on 4th November, an in-store boutique at Selfridges. 
Selfridges, which has been selling select intimates and swimwear by Eres for several years, will also feature the upscale brand in its Oxford Street window on 5th November for a 'big launch that should start the season very well,' said Sebastian Manes, director of lingerie, accessories and swimwear at Selfridges. 
'We are very excited about Eres because the brand represents tradition, true luxury and exclusivity. We had been talking for a couple of seasons about doing an in-store shop, and we decided to make space for it,' said Manes, who noted the 378-square-foot shop environment will be ensconced on the third floor, which houses a 23,000-square-foot lingerie department, as well as luxury accessories brands such as Louis Vuitton and Chanel. 
'We are taking lingerie very seriously. Selfridges has a very strong domestic lingerie customer as well as a growing foreign market of consumers. We've been building exclusivity by bringing more prestige brands to consumers, and we are also getting the younger crowd,' said Manes.