Boux Avenue records surge in Christmas sales

Boux Avenue has recorded an uplift in sales for the Christmas trading period.

The lingerie retailer, which was launched five years ago by Theo Paphitis, said like-for-like sales rose 16.6% in the six weeks to December 24, accelerating growth from 8.9% last year.

Paphitis, who also owns Ryman and Robert Dyas, said the results were driven by a growth of online sales.

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“Once again, we observed the further shift of our customers to purchasing online with growth in this channel across the group being over 50% ahead of last year. Retail is facing many challenges, particularly with a decline in footfall on many high streets, but at the same time we see opportunities that come with the continued development of technology that makes shopping as convenient for customers as it has ever been,” he added.

“Having started the Boux Avenue business only five years ago, even in this relatively short space of retail history, we have seen our business plan adjusted to take into account the momentous changes in shoppers’ habits.”

Boux Avenue’s total UK sales for the year ending March 26 increased by 21.5% from £36.5m to £44.4m, assisted by strong like for like sales of 13.4%, the company revealed.

The new financial year has seen further avenues for growth through the sale of Boux Avenue product on,, and

Focus has also been increased on developing international sales through our website; which will be assisted by new technology being introduced through our new platform, as well as continuing to develop our franchise business.



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