By Stephen Jackson - Published on September 04, 2014.
The Hayes Valley boutique boom continues with this week's opening of Eres, a French import featuring a variety of swimwear, lingerie and more, at 471 Gough Street.
Part-owner Magie Crystal is behind the venture: no lingerie newbie, she's also behind Alla Prima's locations in North Beach and Hayes Valley (the latter is located at 539 Hayes).
The new store represents a partnership with Eres, which has granted Crystal the exclusive rights to sell the company's products in Northern California. “They understand that this is an exclusive brand and they can’t open one up in every city, so they are not looking to expand," she told us. "They might open another store here or there, but that would be just as likely to not. They really want to be in the right locations.”
Scheduled to open on August 18th, the store's debut was delayed when its furniture, imported from France, got held up in customs. The furniture arrived on Friday evening, and they hustled to open up shop on Monday, September 1st.
As for Eres' offering, Crystal tells us that the company is known for being elegant, sophisticated, modern, and understatedly sexy. “It’s a favorite brand of celebrities and anyone who doesn’t like an embellished or overstated look."
Eres is now open Monday to Saturday, 11am-7pm, and Sunday noon-5pm.
