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Boux Avenue makes instant impact


First-week sales and consumer interest at lingerie and nightwear retailer Boux Avenue have “surpassed expectations”, according to its owner and Dragons’ Den star Theo Paphitis.

The company’s initial six stores opened in retail hubs across the UK last week, with consumers apparently keen on the retail theatre provided by the new shops.

Boux Avenue’s first store opened in Glasgow’s Buchanan Galleries shopping centre on April 1st, and this was quickly followed by the retailer’s arrival in Manchester’s Trafford Centre, Kent’s Bluewater, St David’s Centre Cardiff, Lakeside Thurrock and Meadowhall in Sheffield on different days throughout the week.

A spokesperson for Boux Avenue told Retail Gazette that there are plans to open up to 30 stores in the first year of trading, although a final decision has not yet been made on future locations.

“We need to ensure high footfall so large city centres and shopping malls are perfect for Boux Avenue,” the company representative added.

“The response was overwhelmingly positive from all the stores and the feedback from customers in-store, online and through our customer services has been amazing.”

Paphitis, who also runs stationary specialist Ryman, was present at all six store openings during the course of the week.

Published on Monday 11 April by Editorial Assistant

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