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Boux Avenue to open new store at Chapelfield


Lingerie & nightwear retailer Boux Avenue has announced today that it will soon open a brand new store at the Chapelfield shopping centre in Norwich.

The brand, founded by TV personality and experienced retailer Theo Paphitis, has already opened eight shops in the UK since launching in April last year, and will unveil the new store at the Chapelfield site, owned by Capital Shopping Centres (CSC), in around two months time.

Two further stores are to due to open before April, making the Chapelfield unit, 2,670 sq ft in size and situated on the centre’s Uppermall adjacent to Superdrug and Levi’s, the retailer’s 11th shop to open in the UK.

Theo Paphitis, Owner of Boux Avenue, said: “I am really excited to be opening our 11th Boux Avenue store at the Chapelfield centre in Norwich, in the same month we celebrate the brand’s first birthday.

“We have already brought the Boux Avenue shopping experience to lingerie lovers in four other CSC centres across the UK, where we’ve had an incredibly positive reaction.

“So we thought it was only fair to give shoppers in East Anglia the chance to experience the same excellent customer service and pleasing price points within our stunningly glamorous store environment.”

The other CSC centres which currently boast a Boux Avenue store are Lakeside, The Trafford Centre in Manchester, St David’s in Cardiff and Newcastle’s Metrocentre.

Other additions to Chapelfield in the last six months include a 7,530 sq ft H&M Kids store and new shops from both Menkind and Trespass.

Martin Breeden, Asset Management Director for CSC, commented: “Boux Avenue is yet another example of an exciting new brand that we have introduced into Chapelfield over the last 18 months.

“Other recent debuts for the city at Chapelfield have included new stores for Superdry, Hollister, Apple, and Ark all of which have provided significant uplifts in footfall and sales and confirming that Chapelfield is the place to be.”

Published on Tuesday 14 February by Editorial Assistant

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