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The first Boux Avenue stores opened this spring, bringing new competition to the lingerie market. Founded by Dragon’s Den entrepreneur Theo Paphitis, Boux Avenue offers gorgeous lingerie, nightwear and swimwear at great prices. Theo decided that he wanted to start a new lingerie chain two years ago when he spotted a gap in the market for mid priced lingerie on the High Street. If M&S lingerie is the mum and La Senza is the teenager, then Boux Avenue is the fashionable 20-something.
It’s not the first time Theo has played shop with lingerie, as he used to own High Street chain La Senza. With experience and money behind him, he was able to jump straight onto the High Street offering a competitive alternative to the previous minimal mid-market offering. Stores have already opened in Bluewater, Lakeside, St. David’s Cardiff, Trafford Centre, Meadowhall and Buchanan Galleries Glasgow.
The brand has two delightful trend stories running for S/S, Burlesque Boudoir and Vintage Garden Party, and bras cater for a large size range from 30A to 40G. Burlesque Boudoir is all about glamorous lingerie looks with rich colours, satin and contoured boning. The Provocative Lace range draws on classic sexy black lace over a lavender under layer (from £10) and the Valentine satin corset (£50) is simple but pretty with bow detailing. Vintage Garden Party has a softer retro inspired look as seen on the Georgia mesh balconette bra and briefs (from £12). In dusky rose or indigo, the set is made from sheer polka dot fabric with ruffles and bows.
The range is available online as well as in store. The site is easy to navigate and certainly makes a purchase tempting. The site stocks everything you might need to create a fantasy boudoir, from cute nightwear to vintage inspired photo frames and sweet smelling candles. You can watch Boux TV, get advice from the fitting guide, and check out the Miss B blog. There’s even a men’s buying guide for all the thoughtful gents out there. Boux Avenue is a welcome addition to the High Street and with thirty more stores planned for this year, look out for one opening near you soon!
