Boux Avenue to open at Bullring

Published:  20 February, 2012

Boux Avenue, the lingerie brand owned by Theo Paphitis, will be opening its first store in the midlands at Bullring in March.

The glamorous lingerie brand is taking a 2,800 sq ft store in the Hammerson managed shopping centre and will feature Boux Avenue’s signature chic store fit.

Launching on March 22 2012, the store which is aimed at lingerie lovers looking for quality underwear at affordable prices, will offer a range of lingerie, nightwear, accessories and swimwear, and its sales staff will offer the superior customer service the brand prides itself on.

Sheila King, Hammerson director for Group Retail Leasing said: “Lingerie has continued to perform well as consumers treat themselves with special purchases.  The popularity of Boux Avenue has highlighted the demand within the lingerie sector and we are delighted to have signed their first store within our portfolio at Bullring.”

Boux Avenue’s signing follows the recent announcement that the new concept store from Foot Locker, Locker Room, would also be opening at Bullring in time for Easter.

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