The lingerie destination brand has opened its first retail spot in the East Midlands.

Boux Avenue, the lingerie and womenswear brand owned by Theo Paphitis, opened a fabulous, 2,000 square ft. store in Nottingham’s intu Victoria Centre, on Wednesday 3rd October.

The store opened with an official launch event and special ribbon cutting by Theo Paphitis, followed by an afternoon of exclusive customer offers. The new location is the brand’s first retail spot in the East Midlands and 30th store in the UK, complementing its ever growing ecommerce business.

Theo Paphitis comments, “I’m delighted to officially open our 30th Boux Avenue store today – and our first in the East Midlands! It’s been fantastic to catch up with the in-store team, and to hear from our customers what they’re already loving about having Boux Avenue in Nottingham!”
This addition to Boux Avenue’s store portfolio has created 21 new jobs, and arrives at an exciting time for the business overall. The brand has recently broken into the Activewear category with flattering crop tops, vests and leggings in a rich autumn palette of grape, khaki and dark neutral shades. Sleek materials, light hidden support and mesh panel details promise comfort and confidence for any workout, while a selection of on-trend prints including marble and palm exude a strong, sports-luxe look.

Boux Avenue’s AW18 collection mixes sophistication with fashion-forward details, for a truly distinctive range that evokes a stylish, premium feel. Offering an extensive size range from 6 – 18 with cup sizes available in 28 – 40, A to G and a complimentary gift-wrapping service on all
purchases, Boux Avenue is proud to offer a truly unique shopping experience. The expert bra fitting service is offered by staff who have been trained under a City & Guilds-accredited programme.

Launched in April 2011, Boux Avenue has made beautiful lingerie, swimwear and nightwear accessible to every woman. From everyday bras to fashion-forward lingerie sets, seductive chemises and luxe loungewear to all your swimwear holiday essentials, it is the perfect destination to give your lingerie drawer a new lease of life.

The Boux Avenue stores are beautifully designed with a contemporary stylish feel. Lingerie is cleverly displayed in drawers according to size, and the fitting suites are equipped with private concierge and three different light settings that emulate day, dusk and night. Boux Avenue is 100% committed to its customers; store staff undergo a bra fit training programme which is accredited by City & Guilds, enabling them to provide an unrivalled in-store bra fitting service to ensure all shoppers walk away with the perfect fit.

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