Theo Paphitis launched the 12th of his Boux Avenue stores in Bath yesterday in the Southgate store once occupied by La Senza.
The glamorous label will set lingerie lovers’ hearts racing with its sultry styles and flirtatious fabrics – making it an irresistible lingerie, nightwear, and swimwear haven for Bath shoppers.
Owned by the Dragons’ Den star Theo Paphitis, the lingerie label has been designed with a woman’s mood in mind. The Summer 12 range features an array of flirty fabrics, pretty prints, pastel hues and block brights as well as every day bra solutions.
The Summer lingerie collection is modeled by face and body of the brand, professional dancer and TV personality, Ola Jordan. Aimed at women looking for beautiful quality lingerie at affordable prices, Boux Avenue prides itself on attention to detail, superior customer service, and inclusive size offering – all of which set the brand apart from other lingerie retailers.
We spoke to Theo and he told us: “I want to give the people of Bath a unique shopping experience. It’s nonsense to put your lingerie in a shopping basket with your coleslaw, it’s just not right and this is what Boux is all about; changing all of that.”
Stores are beautifully designed with a contemporary stylish feel in chic monochrome. Three different light settings in the fitting rooms that emulate day, dusk and night, as well as lingerie cleverly displayed in drawers according to size, are just two of the key features that make the Boux Avenue in store experience truly unique.
