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Lingerie brand Eres opens first UK store

French swimwear and lingerie brand Eres has made its first foray into UK retail with the opening of a standalone store in London last week.

The 532 sq ft store on Motcomb Street in Belgravia follows a 10-year wholesale presence in UK stores including department store Harrods and three independents. The London standalone takes the total number of Eres stores worldwide to 22.

Eres chief executive Olivier Mauny said that while retailers such as Marks & Spencer dominate mainstream lingerie, there is a niche for high-end brands. For Eres, this is a price point similar to La Perla and Agent Provocateur but with sleeker design and more moulding. Retail prices range from £35 to £430 for swimwear and from £52 to £498 for lingerie.

Mauny said: “Our product is much simpler. I would describe it as understated, seductive elegance.”

A source from the lingerie industry said: “I don’t think Eres will have a hard time making an impact on the UK. They’re competing in a high-end space where there isn’t too much competition.”

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