Boux Avenue is revamping its Guildford and Belfast shops under its new retail concept launch.
The lingerie retailer’s Guildford shop will reopen on 28 August and its Belfast site will relaunch on 5 September, as it pushes ahead with its programme of store launches and refurbishments, Drapers reported.
Boux Avenue previously refurbished its Manchester Trafford site in November 2025 and revamped its Bluewater, Kent store in March 2025.
The brand launched a store in Manchester’s Arndale centre last August.
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The revamped shops are set to house a redesigned frontage with enhanced digital displays, updated merchandising fixtures, as well as softer interior finishes.
The company’s shops will continue to sell the latest Boux Avenue lingerie, swimwear and nightwear, including its new Rococo Romance lingerie and nightwear collection and its Chocolate & Roses nightwear range.
Boux Avenue chief operating officer Alex Paphitis said: “Investment in our physical retail estate remains a key part of Boux Avenue’s long-term growth strategy, and we’re committed to continually evolving our stores to ensure every customer enjoys the very best Boux Avenue experience.
“Guildford and Belfast are the latest stores to showcase our new retail concept, which has been designed to create a brighter, more contemporary environment to enhance the customer shopping experience.”
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