Boux Avenue is a British lingerie retailer specialising in lingerie, nightwear, swimwear and accessories. The company was founded in 2011 by entrepreneur Theo Paphitis and is headquartered in London, England.
Boux Avenue aims to empower women by offering high quality, fashionable lingerie and nightwear at affordable prices. Their product range includes bras, knickers, bodies, basques and corsets, robes and kimonos, nightdresses and chemises. They also sell swimwear, shapewear and hosiery. Their lingerie styles cater to different needs – from everyday comfort to provocative looks. The brand places a strong emphasis on fit, comfort and quality of materials.
As of 2022, Boux Avenue operates over 400 stores across the UK, Ireland and continental Europe. While the majority of their business comes from physical retail stores, the brand also has an e-commerce website and mobile app for online shopping. Their online platform provides an immersive, personalised shopping experience with bra fit advisors and style advice.
Boux Avenue frequently collaborates with celebrities and influencers on exclusive lingerie collections. They work with high profile ambassadors like Denise Van Outen, Millie Mackintosh and Sarah Jayne Dunn. These collaborations, along with integrated marketing campaigns and social media engagement, have helped Boux Avenue connect with their target demographic of 16-35 year old females.
In summary, Boux Avenue is a popular British lingerie brand providing stylish, comfortable and affordable undergarments for women. Through omni-channel retailing and strong branding, Boux Avenue has carved a distinct niche in the competitive UK lingerie market.
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