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Boux Avenue confirms Oxford Street store

Lingerie retailer Boux Avenue has confirmed it will open a flagship store on London’s Oxford Street in September or October this year.

The 3,000 sq ft store will offer lingerie, swimwear, nightwear and accessories with boudoir style fitting rooms and smart lighting settings.

Boux Avenue was established in 2011 and has 25 stores in the UK including one in Westfield London. By 2016, the retailer is targeting 28 stores in the UK as well as significant expansion overseas.

“Taking our place in the fashion capital on Oxford Street will amplify our position in the market, as well as further cement our status as the ultimate lingerie destination,” said owner Theo Paphitis. “It’s a real milestone especially for such a young brand but really highlights how far the brand has come in such a short period of time.”

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