Young Ladies About Town

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Boux Avenue

Posted by Young Ladies About Town
Young Ladies About Town
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on Thursday, 26 April 2012

Boux Avenue is reminiscent of the old M&S television adverts. It’s sexy and top quality…all that is missing is a guy playing a bass guitar in the background as you browse around the store. This isn’t just a lingerie store; this is a Theo Paphitis lingerie store. 

Last week Theo opened his newest branch of Boux Avenue at Westfield W12.


When he dreamt up the idea of Boux Avenue, Theo had one thing in mind: “excellence in service. We want everyone to feel special when they shop here.”

And it’s hard not to feel special as you look around the store. Beautiful lighting frames the stunning décor and lusciously displayed lingerie. You can feel a hole being burnt in your purse as your eyes glance over one beautiful garment to another!


Theo explained.  “It took a year and three months from idea to the first store opening…and double my budget!”

But with such a great location and such a fabulous looking store, no one could argue that it wasn’t all worth it.


In a market that is dominated by women, how does a man get to be such a success when it comes to knickers? Well Theo has one key piece of advice there:  “I may own Boux Avenue, but I let women run it. I teach my sons that women are in charge.”

On top of that “You need to have a product that people actually want.”


And with such high quality products, at great prices, it’s hard to imagine anyone not wanting to purchase something from Boux Avenue. So with the end of the month and payday looming, head to Boux Avenue and treat yourself!

Words by Melonie Clarke.

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