Boux Avenue has seen a huge surge in men buying lingerie for their female partners at Christmas time.
Speaking to Lingerie Insight earlier this week, founder Theo Paphitis said the number of purchases made by men ahead of the 2015 Christmas period shot up 130%, and he’s hoping the business will replicate that figure in 2016.
“Historically, British blokes have failed at shopping for lingerie – they’re not as romantic. There’s all these lovely ladies looking for romance and there’s us boys letting the side down,” he joked.
“But what was interesting last year is that purchases made by men went up 130%. We worked hard on that and I’m hoping that this year we will replicate a similar figure again.”
Paphitis attributed the growth to male consumers becoming more confident in shopping online and Boux Avenue’s relaxing store environment.
“The Boux stores encourage [male confidence] – they’re not intimidating, they’re comfortable and we have the lovely Boux girls who will cater for your needs and are easy to talk to. So we are hoping that the trend continues,” Paphitis said.