Last week Theo Paphitis opened his 14th Boux Avenue store right here in the heart of Liverpool One and LSMedia were lucky enough to attend the opening and have a one-on-one interview with Theo himself.
Boux Avenue was launched in April last year and with its team having, collectively, over 100 years of past experience in the lingerie market they have managed to create fabulous lingerie, swimwear, nightwear and accessories for every woman. With sizes ranging from 6-20 and 30A-40H, each product designed to suit all, great news for the ladies of Liverpool.
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The outside of the store stands out compared to the full glass modern fronts you see around Liverpool One. Boux Avenue?s front has large black framed windows and doors setting the store apart from others. The store looks as though it belongs on a streets of Paris, not one of the UK?s most successful shopping areas.
Walking into Boux Avenue?s store last week, it was difficult not to notice the beautiful d?cor: modern monochrome with a traditional feel, again much like a French boutique. There?s a mix of technology and tradition, with digital frames displaying the beautiful products of Boux Avenue, but vintage furniture and display units. The overall atmosphere feels comfortable and relaxed.
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The company expresses that it caters to every woman and it does just that. From the brilliant customer service shown by the ?Boux Belles? to the beautiful products offered in a variety of fabrics, prints, colours, styles and sizes. Each set is displayed in size order, with drawers underneath that we, as customers, can open ourselves and pick out the size we need. No need for the awkward wait for an assistant to notice us like you find in many retail stores today, alternatively, we can pick the size ourselves, and if the size isn?t there ?Boux Belles? are on hand to get the size needed without pestering you. Theo expressed various times that shopping in Boux ?is all about the experience as lingerie is a very personal product and ladies should leave the shop feeling fantastic? and Boux seems to do just that for each and every customer.
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It is not just the d?cor, the products or Boux Belles that make the store; it?s the whole concept together. Customers are offered free bra fitting consultations from the trained staff in the safety of their own personal fitting room, with fitting rooms named after fabrics used by Boux Avenue, including silk, lace and so on. Inside each room there is a discrete concierge intercom system allowing customers to connect to staff if needed, along with three different light switches, that allows customer to adjust the lighting to their needs, for example an evening light setting for those special occasions.
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After trying the system for myself, I did leave the fitting rooms with not only products that fit perfect, but also a feeling of satisfaction and inner confidence. Items are priced reasonably, and when at the till they are wrapped beautifully in pink tissue paper and placed into a Boux Avenue branded bag, after all, as Theo says ?lingerie should not be placed into a plastic bag along with your frozen chicken and papers?. It?s amazing what great service and a company that prides itself on being ?all about the customer? can do for your self-confidence, which is something all women can do with a boost in from time to time.
If the great service isn?t enough to make us women feel fabulous, their campaign to ?Embrace your curves? is. This Autumn/Winter season, Robyn Lawley was selected as the face of Boux Avenue. Robyn is a size 16 plus sized model from Australia, and I must admit she models the products better than your average size zero models we see far too much of these days. The thought behind it is to make sure women embrace their beauty and with Robyn displaying Boux Avenues beautiful products for us, there is no better way to reinforce the confidence.
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I am over impressed with Boux Avenue as a company, not just as Liverpool?s newest store. We are always crying out for well-priced top quality fitting lingerie for all the different shapes & sizes, and now our prayers have been answered thanks for Boux Avenue. I suggest you go take a peek yourself, I guarantee you will be impressed.
Myself and Theo at the launch
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