• November 2015

Boux Opens in Oxford Street

On the 4th November 2015 Theo officially opened Boux Avenue’s flagship store on London’s Oxford Street.

The new store which is the 27th in the Boux Avenue UK portfolio, is a key location and marks a significant milestone in the brand’s development, so the launch was set to be something spectacular!

The day’s proceedings kicked off at 1pm when the theatrical store window sprung to life with a burlesque performance by the gorgeous Miss Polly Rae and the L’Sheila Sisters. Much to the enjoyment of onlookers, the girls put on a fabulous show whilst showcasing key lingerie styles from the brand’s beautiful winter collection.

The performance was then followed by the official opening by Theo Paphitis who said of the opening: “This is where you get the major footfall and tourists visiting from all over the world. This store will be the shop window for the world and set us on the right foot to expand.”

“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.”

The store, at 494-496 Oxford Street, marks Boux Avenue’s second shop in the capital – alongside its store at Westfield London – since launching in 2011.

For more information and to find your nearest stores click here

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