Beauty and Fashion Dubai

Dubai, UAE (May, 2014): Launched in April 2011, Boux Avenue has made beautiful lingerie accessible to every woman in the UK and is now set to do the same around the world.

Boux Avenue has developed a strong foundation in the UK where it has twenty one successful stores.  The brand will continue with its success where it will open four stores within the Middle East this summer.

Owned by successful businessman and longtime BBC Dragons’ Den star Theo Paphitis, Boux Avenue has been designed with a woman’s mood in mind. The new spring/summer 2014 collection embraces the season with a selection of on-trend bikinis and kaftans as well as gorgeous lingerie and nightwear. The brand, aimed at lingerie lovers looking for quality beautiful underwear at affordable prices, prides itself on superior fit, outstanding customer service and an inclusive size range, which sets the brandapart from other lingerie retailers.

Exceptional customer service is paramount at Boux Avenue. In store, women are offered a free concierge service with complimentary expert bra fittings that make shopping a pleasurable and personal experience.  To complete the ultimate lingerie shopping package, Boux Avenue also offers a free gift-wrap service with every purchase.

Our Boux Avenue stores are beautifully designed with a contemporary stylish feel in chic monochrome; lingerie is cleverly displayed in drawers according to size, and three different light settings in the fitting rooms that emulate day, dusk and night are key features that make the Boux Avenue in store experience truly unique.

The brand will be launched by the award winning UAE based retailer, Al Ghurair Retail. Speaking about the occasion, Mr. Keith Flanagan, General Manager of Al Ghurair Retail said “We are pleased to announce the entry of Boux Avenue, one of the UK’s leading lingerie brands, to the UAE market. The brand is set to open its first store during Ramadan, and will be expanding in the UAE market this summer, where it will open an additional three stores. We are very positive that the brand will be loved and adored by women in the UAE and they will find many reasons to keep visiting Boux Avenue stores time and time again.”

He further added, “Boux Avenue is a stylish and innovative lingerie brand which focuses on offering a personalised shopping experience, making it an irresistible shopping haven for lingerie, nightwear and swimwear which means it is perfectly matched for the UAE customer.”