Christmas lingerie sales soar at Boux Avenue

Trading at the new lingerie concept store Boux Avenue is on the rise, with results from the Christmas trading period, which covered the period from 1 November to Christmas Eve, showing a like-for-like increase of 54.3% and 79.4% when combined with online sales.

Launched in 2011 by the former La Senza entrepreneur and Dragon’s Den member Theo Paphitis, Boux Avenue now has 17 stores in the UK and three set-ups in overseas franchise stores. The UK stores and online store showed a 182% increase over the comparable period last year, with the UK website seeing more than a threefold increase on the launch year.

Boux Avenue began trading in April 2011, with six stores and a website. The global lingerie retail brand sells its own designed and manufactured product. In its first 18 months of trading, the brand has created over 500 new retail jobs.

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Over the course of 2013, Paphitis wants to see a further ten stores overseas, as well as adding to the number of UK stores, to make 25.

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