Theo Paphitis has announced the launch of his fourteenth UK Boux Avenue lingerie store, due to open in Liverpool mid October 2012.
Paphitis said: “The wait is finally over, Merseyside; Boux Avenue is coming to Liverpool. Liverpool One houses the best retailers this vibrant city has to offer and is the ideal home for our next store. Boux Avenue offers a completely unique shopping experience – from stunning stores to our expertly trained staff, it’s the perfect destination for Liverpool’s ladies who want to look and feel special.”
Launched in 2011, Boux Avenue offers a range of lingerie, swimwear, nightwear and accessories in sizes sizes 30A to 40H and 6 to 20.
Last month, it launched an ‘Embrace Your Curves’ campaign, modeled by size 16 Australian supermodel, Robyn Lawley; an ambassador for healthy body shapes, who has recently graced the pages of Italian Vogue and French Elle.
The company will also be introducing a new affiliate programme, this week. The new programme will see Boux Avenue work with partners (affiliates) who can promote Boux Avenue online via their website.