Boux Avenue is set to launch its flagship store in Westfield London on April 19.
The official opening will take place at 12 pm and will be attended by Theo Paphitis and a ‘special’ celebrity guest.
The store will be Boux Avenue’s 11th outlet in the UK and it has reportedly been designed to wow, with a massive shop front and an impressive press lounge featuring an onsite bar.
Theo Paphitis told Lingerie Insight: "It’s going to be brilliant. It’s such a great location. We can do press event s in our own store; it’s a very exciting development for us. If people are going to know who we are, we have to be in these places.
“I am a massive, massive fan of the shopping malls. I love shopping malls… 25 to 30 stores will give you a huge swathe of the population… Historically, we used to need 200 stores to have a cross representation across the UK. Now, you’ve got 25 to 30 power centres where you need to be. The rest of it you’ll do online. You don’t need those other 170 stores in high streets anymore.”