Boux Avenue has revealed the opening date for its new Trafford Centre Flagship store in Manchester.

The lingerie and nightwear retailer is launching its new 175sqm shop on 12 November at 11am.

The new store will be located on the ground floor of the shopping centre, next to Space NK and New Balance.

To celebrate the opening, from 11am Boux Avenue will be offering goodie bags worth £30 to the first 50 shoppers who spend over £10 on its opening day. 

Additionally, the first 50 customers will be able to receive smoothies from Acai cafe The Plant Blends. 

Throughout the day, shoppers will experience a live DJ set along with a “personalisation station” for free embroidery on their purchases between 11am to 6pm.

The “personalisation station” will remain in the flagship store from 4pm to 8pm on 13 and 14 November, and from 3pm to 7pm on 15 November.

Customers who spend over £25 at the store will be eligible to play Spin to Win on 14 November from 4pm to 8pm and 15 November from 3pm to 7pm.

The Spin to Win game will offer shoppers the chance to win a selection of prizes, including free beauty gifts and gift cards.

The new flagship opening follows the company launching a new unit in Manchester Arndale in August, marking the brand’s return to the city centre under a 10-year lease agreement.

The new Trafford Centre store will feature a “clean and contemporary new shopfit” for the brand, including “luxurious” fitting rooms, complete with concierge buttons and bespoke lighting options.

In April, Boux Avenue reported a return to the profit for the year to March 2024, with the brand rising more than £2m on its previous year and £7m over the last two financial years in EBITDA terms.

The retailer said its results were “driven by great product and strong impactful marketing around key trading moments, such as Valentine’s Day and Christmas”.

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