Boux Avenue opened its most central London store yesterday at 494-496 Oxford Street.
The 3,000 sq ft store – the chain’s 28th – offers the full range of lingerie, nightwear and swimwear in sizes from 28A-38G and features boudoir-style fitting rooms with smart light settings so customers can try on styles in day, dusk and night lighting.
Former BBC Dragons’ Den star Theo Paphitis, who launched Boux Avenue in 2011, said: “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.
“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.”
Paphitis is no stranger to the lingerie business having formerly owned the now defunct La Senza chain in the UK, which he sold to a private equity firm for £100m in 2006, before it fell into administration in July last year.
He said: “The UK lingerie market has changed tremendously over the years and now you can buy lingerie from anywhere. But it is a specialist product and specialists can do it better.”
Boux Avenue has 11 stores overseas, which it plans to expand to up to 100. The Middle East is likely to be the biggest area for growth in future.
Burlesque dancers Miss Polly Rae and L’Sheila Sisters surprised shoppers with a performance in new store’s windows to celebrate the launch.