Boux Avenue continues store investment with Guildford and Belfast refits
Lingerie and nightwear brand Boux Avenue is continuing to invest in its store estate with the refurbishment of its Guildford and Belfast stores.
The stores will feature a redesigned frontage with improved sight lines, contemporary signage and enhanced digital displays. Inside, there will be eco lighting, softer interior finishes and updated merchandising fixtures to maximise space and product visibility.
Meanwhile, the concierge area, which is situated beside the brand’s fitting suite with its personalised lighting options and call buttons, has been refitted with a semi-circular seating area.
Subscribe to TRBThe Guildford store will officially reopen on 28 August, while the Belfast shop will relaunch on 5 September.
Boux Avenue refurbished its Trafford Centre store in Manchester in November 2025 and its Bluewater store in March 2026. The brand also opened a Manchester Arndale store in August 2025.
Alex Paphitis, chief operating officer at Boux Avenue, said: “Investment in our physical retail estate remains a key part of Boux Avenue’s long-term growth strategy, and we’re committed to continually evolving our stores to ensure every customer enjoys the very best Boux Avenue experience.
“These latest investments reflect our continued confidence in our stores and the important role they play within our omnichannel strategy, combining an inspiring retail environment with the personalised service and expert bra fitting experience for which Boux Avenue is renowned.
“As we continue to expand our retail portfolio, we’re excited to welcome both new and existing customers into these newly refitted spaces for years to come.”
