Boux Avenue to open Oxford Street store

Lingerie retailer Boux Avenue has announced that it will open a flagship store on London’s Oxford Street, later this year.

The 3,000 square foot store will become the most central London store for the retailer and is expected to open as early as September or October. It will offer the brand’s full range of lingerie, swimwear, nightwear and accessories.

Commenting on the Oxford Street store opening, owner Theo Paphitis said: “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.”

Boux Avenue was founded in 2011 and has 25 stores in the UK. By 2016, the retailer is targeting 28 stores in the UK as well as significant expansion overseas, with countries including Russia, Australia, New Zealand and Brazil earmarked for possible locations.