Boux Avenue opens in Plymouth

Boux Avenue opened a new store at Drake Circus in Plymouth on Thursday.

Created and owned by Theo Paphitis, Boux Avenue has built a reputation for offering affordable luxury, by capturing the essence of contemporary to vintage designs for women, to enjoy body- beautiful inner confidence.

With customer experience central to Theo Paphitis’s philosophy, Boux Avenue captures the essence of luxury lingerie and nightwear - whether you are looking for the sensuality of hand-trimmed lace, the decadence of silk or this season’s go to colours.

Boux Avenue’s boudoir-style décor provides an amazing personal customer shopping experience. They offer ‘easy to find size’ drawers, a personal bra fitting concierge service and luxurious fitting suites, equipped with three body complimenting smart light settings to replicate day, dusk and night.  It’s all designed and combined to make sure you walk out with the perfect fit, style and colour.

Lingerie ranges include day to night sets including the ever popular  “Chloe” that provides an enviable cleavage, whilst maintaining a natural shape.

Boux Avenue has the full works from body contouring shapewear solutions, sizes 30A to 38G and over 60 styles and shades of individual knickers. Plus gorgeous silk and satin wedding sets, including the celebrity favourite “Mrs” diamond motif silk kimono, as worn by former Miss England, Georgia Horsley, on her wedding day to McFly’s frontman, Danny Jones.

At the Boux Avenue store launch, the first 50 customers received a goodie bag with purchase, and exclusive discount golden envelopes were handed out by the “Boux Belle’s” throughout the day.

Theo Paphitis said: “Plymouth is a thriving shopping destination and being home to a popular university it is a hub for student activity, so it was a simple choice to open the 24th store in this buzzing city.”

With service being at the heart of Boux Avenue’s format, the success of the Plymouth store will indeed be a great ambassador for beautiful lingerie, swimwear and nightwear accessible to every woman.

In just three years 23 Boux Avenue stores have opened throughout the UK.