Sunday, December 5, 2021

Boux Avenue to open at Friary Centre

Lingerie and nightwear retailer Boux Avenue is set to launch its eighth UK store later this month, as the brand continues its focus on expansion.

The business is owned by Surrey-based Dragons‘ Den star and retail entrepreneur Theo Paphitis who launched the stores and accompanying website in April this year.

Set to open on November 24th 2011 at the Friary Centre in Guildford, Surrey, the store will stock the brand‘s Christmas range and offer expert fittings and advice to customers.

The upcoming opening is the latest in a string of upgrades to the shopping centre, which is jointly owned by Westfield and Hermes Real Estate. Earlier this year, the site saw the development and redesign of its units for HMV, Primark and Topshop.

Compelling in-store design is an important aspect of the new Boux Avenue store, which has a luxury boutique feel and black and white walls. Lingerie is displayed in drawers according to size and three different light settings in the fitting rooms emulate day, dusk and night.

A digital presence is also important to the retailer, which has concentrated on digital screens displaying flashing imagery in previous stores in order to emphasise the importance of multichannel offerings for the brand as it expands its store portfolio.

Sizing options range from 30A to 40H while collections range from flirty, jewel-coloured fabrics to everyday bra solutions that the brand feels set it apart from competitors.

“Boux Avenue offers unrivalled service both in-store and online at,” Paphitis said.

“The Westfield brand is going from strength to strength in the UK and the re-development of The Friary made it the perfect home for the 8th Boux Avenue store. The fact it‘s on my doorstep is fantastic!”


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