Boux Avenue has announced it will be opening a flagship store on Oxford Street this September/October, which is set to be a key location in the brand’s portfolio. Owned by successful entrepreneur Theo Paphitis, the brand has built a reputation for offering luxurious yet affordable lingerie, swimwear, nightwear and accessories, and by 2016 will have 28 stores in the UK.
Theo Paphitis comments: “I feel very proud that we are in a position to be able to bring Boux Avenue to one of the most prestigious High Streets in the world. Taking our place in the fashion capital on Oxford Street will amplify our position in the market, as well as further cement our status as the ultimate lingerie destination. It’s a real milestone especially for such a young brand but really highlights how far the brand has come in such a short period of time.”