Boux Avenue owner vocalised his concerns after witnessing his most “unforgiving” Christmas trading period to date.
The lingerie retailer invested in a new warehouse and replatforming its website in 2017.
Average site revenues were almost a quarter (23%) higher year-on-year compared to figures from 2016.
The lingerie and swimwear retailer has also opened a dedicated warehouse in Crewe.
The campaign will run across TV, online and social media from next week.
Five major lingerie retailers opened at Westgate Oxford shopping centre this morning.
Faye Mitchell will oversee Boux Avenue, Ted Baker, Ann Summers, Calvin Klein and Heidi Klum among others.
The lingerie retailer is continuing its partnership with Breast Cancer Care.
In new images released this week, the reality star can be seen modelling her favourite pieces from the current range.
The number of shopping trips to Oxford is expected to treble after the centre opens.