Boux Avenue sets date for Northern Ireland debut

Boux Avenue has set the date for the launch of its first ever store in Northern Ireland.

The company will open on Thursday 22 October after securing retail premises in Belfast’s Victoria Square.

Lingerie Insight first revealed that Boux Avenue was planning to enter the Northern Irish market back in June. The store, which will begin trading in time to take advantage of the pre-Christmas shopping market, will become the 28th UK store in the brand’s portfolio.

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Boux Avenue plans to mark the launch with a series of customer initiatives, including an exclusive VIP shopping event before the doors officially open to the public. Shoppers will also have the chance to win free lingerie for the year, while goody bags will be handed out to the first 50 customers who make a purchase.

Boux Avenue owner, Theo Paphitis, said: “I’m thrilled to be opening our 28th store in the UK, and our first ever store in Northern Ireland. It’s a really exciting time for the brand. Victoria Square is a fantastic, modern shopping centre in a thriving city, so I’m excited to see what the future will bring here in Belfast.”

Since its launch in 2011, the retailer has built a reputation for offering luxurious yet affordable lingerie, nightwear, swimwear and accessories, in a glamourous ‘boudoir inspired’ store environment.



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