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Launched by retail entrepreneur Theo Paphitis, lingerie retailer Boux Avenue has had a strong online focus from day one.

The website is slick and animated, with rotating image galleries and pop-up information blocks scattered throughout.

The design of the site is consistent, with added details such as graphics at the end of the drop-down menu that bring an element of glamour to the design and connotations of quality.

The home page consists largely of image-led content, but is split into sections pointing users to different areas. There are also clear notifications of free delivery options.

The product selection pages have detailed filter options, including one that informs if a product has a matching partner (such as a bra with matching knickers). There are multiple images on each product page as well as video content and a size guide.

Unusually for a lingerie site, collections are grouped by theme.

As Drapers went to press, a ‘Vintage Garden Party’ selection was available.

Overall, the site looks great. ‘Complete the look’ elements encourage customers to move around the site and this, combined with the information given, will ensure drop-offs remain low and basket sizes high.

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