Paphitis chooses St David's for Boux debut
Published: 01 February, 2011
Theo Paphitis's new lingerie chain Boux Avenue is to open one of its first UK stores at St David’s, Cardiff, at the end of March
Boux Avenue will open a 2,771-sq ft store on the lower ground floor of St David’s, Cardiff at the same time as five other flagship stores at the Trafford Centre, Lakeside, Bluewater, Buchanan Galleries and Meadowhall. Paphitis plans a chain of 30 stores in the first year.
Theo Paphitis, chairman, chief executive and owner of Boux Avenue said St David’s was a crucial location for the launch of the new concept. “St David’s is a key part of our strategy of opening in premier shopping centres across the UK. It covers a big swathe of the country and to open in Wales St David’s was the place to be,” he said.
The opening of Boux Avenue follows a series of high profile lettings in St David’s with the centre going from 81 stores trading in January 2010 to 116 at the year end after 37 new deals.
Joanne Skilton, retail and leasing director of Capital Shopping Centres, on behalf of St David’s Partnership, said: “The fact that such an exciting new retailer as Boux Avenue has chosen St David’s for one of its debut stores shows that St David’s really is top of retailers’ shopping lists. In fact after our recent spate of successful lettings the centre is proving so popular that we are now 81 per cent let and have only 12 units left to let.”
E J Hales, Lunson Mitchenall and Cushman & Wakefield are the letting agents for St David’s. Boux Avenue was represented by Jones Lang LaSalle.
