Boux Avenue to open Oxford Street flagship

Boux Avenue has announced that it will be open a flagship store on Oxford Street, London, later this year.

It will become the most central London store for the retailer yet and is set to be a key location in its portfolio.

Boux Avenue, owned by entrepreneur Theo Paphitis, has built a reputation for offering luxurious yet affordable lingerie, swimwear, nightwear and accessories, to all women.

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Commenting on the Oxford Street store opening, Paphitis said: “I feel very proud that we are in a position to be able to bring Boux Avenue to one of the most prestigious high streets in the world. Taking our place in the fashion capital on Oxford Street will amplify our position in the market, as well as further cement our status as the ultimate lingerie destination.

“It’s a real milestone especially for such a young brand but really highlights how far the brand has come in such a short period of time.”

Since its inception in April 2011, Boux Avenue has experienced strong growth and has surpassed its original goal of opening 25 UK stores. By 2016, the brand will have 28 stores in the UK and significant expansion overseas.

Boux Avenue’s Oxford Street store is expected to open in September/October.

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