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Boux Avenue to open seventh store in Metro Centre

Boux Avenue, the fledgling lingerie chain owned by retail entrepreneur Theo Paphitis, is to open its seventh store in September.

The retailer announced today that it will open its next store in the Metro Centre in Gateshead, Newcastle, sometime in September but did not confirm the date.

Boux Avenue, which is positioned as mid-market with bras priced between £14 and £34, opened six stores at the beginning of April and the transactional website went live at the same time.

Paphitis has previously said that Boux Avenue’s website was as important to the business as the stores. He said: “As excited as we are about the stores, we’re just as excited about the website.”

Boux Avenue’s existing stores are located at Glasgow’s Buchanan Galleries, Meadowhall in Sheffield, The Trafford Centre in Manchester, St David’s in Cardiff, Bluewater in Kent and Lakeside in Essex.

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