Boux Avenue unveils first Welsh store in St David’s

7th April 2011

New lingerie brand Boux Avenue has opened its first store in Wales at St David’s in Cardiff.

The brand, fronted by retail guru Theo Paphitis, is an exciting new shopping experience offering a broad range of sizes and outstanding service.

Boux Avenue is located within Grand Arcade of St David’s in Cardiff and further enhances the shopping centre’s reputation as a fashion destination as well as complementing its existing lingerie offering.

Boux Avenue places an unrivalled emphasis on detail and fit and focus on sizing options that range from 30A to 40G initially and later all the way to K. This will ensure that women can buy beautiful styles that fit perfectly. Customers will be offered expert fittings and exceptional advice that will make shopping a pleasurable and personal experience. Service will always be paramount and the online (www.bouxavenue.com) and retail store environment will give Boux Avenue its truly unique appeal.

Boux Avenue is about making beautiful and exquisite lingerie accessible to every woman. From everyday bras, to seductive chemises and playful teddies to frilly knickers, it is the perfect destination to give your lingerie drawer a new lease of life.

Boux Avenue owner Theo Paphitis said, “Boux Avenue will offer an amazing lingerie and nightwear shopping experience for women who are looking for something truly special. Our research tells us that this is what women want and will now have, both online and in retail stores nationwide. Boux Avenue will provide outstanding service and a superior fit that will be unrivalled in its approach. I can guarantee the show will be spectacular.

The initial collection focuses on three key stories Vintage Garden Party, Burlesque Boudoir and Body Language with loungewear and nightwear complementing each story.

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