Boux Avenue boosts global growth with new wholesale partnerships

Boux Avenue has signed two new wholesale partnership deals with international retailers, as it continues to drive global growth.

The lingerie and swimwear brand has agreed deals with German ecommerce giant Zalando and US retailer Nordstrom for AW17, after having launched on ASOS, Very, Lipsy and Littlewoods last year, reports Drapers.

The news comes after Boux Avenue opened its first dedicated warehouse and distribution facility in Crewe last week.

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Lingerie Insight reported in April that the company had broken ground on the 70,000ft2 warehouse, with work set to complete before Christmas.

Boux Avenue had previously shared a warehouse with business owner Theo Paphitis’ stationery brand Ryman’s. The brand’s new warehouse is located next door.

“It’s come of age,” said Paphitis at the time, referring to his lingerie and swimwear brand, which launched in 2011. “It’s almost like its moving away from home and into its own place.”

The CEO said he is “very confident” that a big share of Boux Avenue’s growth will come from overseas this year, after having recently launched an international website.

“International, for us, has shown huge growth, delivering all around the world, not just in Europe, but the USA, Australia, New Zealand. You name it, we are doing business there, and hence why we had to build a new warehouse,” Paphitis said.

Boux Avenue opened a new franchise store in the Czech Republic last week, taking its international store count to nine, reports Drapers.



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