Yesterday I was lucky enough to attend Theo Paphitis's new lingerie store opening, Boux Avenue. The best way to describe it is a lingerie store like no other! At the door you were greeted by the gorgeous Boux girls giving out Boux sweets and treats. Inside it's like a boutique filled with underwear for everyone. You'll find beautiful lingerie displayed on the walls and tables, each with drawers underneath so you can find your perfect size, about time someone thought of this brilliant idea, right ladies? The press were also very kindly  given a Boux Avenue gift bag, which contained a gift card, a pair of knickers, hand cream, lip balm and a memory stick! Very spoiled indeed. After a good look around I met and interviewed Theo Paphthitis (yes I interviewed a dragon! Who actually is very lovely), here's what he had to say:

Where did the name Boux Avenue come from, does it mean anything?
We came across a young lady in Monaco named Boux, and she epitomised everything about the store and what it looked like, obviously very french.

You're no stranger to the lingerie business but what's special about Boux, what sets it apart from its competition?
There isn't anything like Boux in the UK, its a very special mass market product. It's a wonderful service, the experience and the environment from the changing rooms to the staff and the way you're treated - it's all about you. Boux's not a me-too store, it's been designed from top to bottom from a clean piece of paper by people that live, breathe lingerie - girls that understand it. I sat down and said to them what would be your ultimate lingerie store and this is it.

Boux obviously isn't aimed at one target market, why is it important to cater for everyone?
It is mass market or we wouldn't be able to survive, while its a wonderful project it's also a money-making project. We have to have a wide, broad appeal, not age driven, mental state driven. You could be sixteen or sixty, its about how you feel.

What was the inspiration behind the layout of the store?
Our inspiration was how you'd like to buy your lingerie. Classical and technology fits together, with the classical shop fittings we put screens in. This allows me to change promotion instantly without printing. Its about being commercial, joining the 21st century retail with a classical bend to it. 

This is your 13th store opening, and Boux Avenue's been open for over a year now, are you pleased with the customer reaction so far?
Ecstatic with the customer reaction with the loyalty and VIP scheme we're running, so much so we've actually accelerated our store opening plan. It's the 14th next week in Liverpool, there will be 18 before Christmas and 21 by March. The reaction's been superb, its all stations go now its looking great and the customers think so too.

Being a blogger myself, I noticed Boux also has its own blog, as well as being active on other social media platforms. How important do you think the new media is to the fashion and retail industry?
New media is everything, not just to the fashion and retail industry. We just talked about the technology that's in the store, we lead our lives now with accelerated changing at such a rapid rate. Its an experience in any of our lifetimes.

Is there anything the lingerie buisness has taught has been helpful in any of your other ventures?
It has actually, lingerie because its such a personal product, the way you interact with your customer and client is in such a nice way and personal way and that's certainly something I can replicate. 

Watch out for Theo on series 10 of Dragons Den, now showing.


Yesterday I was lucky enough to attend Theo Paphitis's new lingerie store opening, Boux Avenue. The best way to describe it is a lingerie store like no other! At the door you were greeted by the gorgeous Boux girls giving out Boux sweets and treats. Inside it's like a boutique filled with underwear for everyone. You'll find beautiful lingerie displayed on the walls and tables, each with drawers underneath so you can find your perfect size, about time someone thought of this brilliant idea, right ladies? The press were also very kindly  given a Boux Avenue gift bag, which contained a gift card, a pair of knickers, hand cream, lip balm and a memory stick! Very spoiled indeed. After a good look around I met and interviewed Theo Paphthitis (yes I interviewed a dragon! Who actually is very lovely), here's what he had to say:

Where did the name Boux Avenue come from, does it mean anything?
We came across a young lady in Monaco named Boux, and she epitomised everything about the store and what it looked like, obviously very french.

You're no stranger to the lingerie business but what's special about Boux, what sets it apart from its competition?
There isn't anything like Boux in the UK, its a very special mass market product. It's a wonderful service, the experience and the environment from the changing rooms to the staff and the way you're treated - it's all about you. Boux's not a me-too store, it's been designed from top to bottom from a clean piece of paper by people that live, breathe lingerie - girls that understand it. I sat down and said to them what would be your ultimate lingerie store and this is it.

Boux obviously isn't aimed at one target market, why is it important to cater for everyone?
It is mass market or we wouldn't be able to survive, while its a wonderful project it's also a money-making project. We have to have a wide, broad appeal, not age driven, mental state driven. You could be sixteen or sixty, its about how you feel.

What was the inspiration behind the layout of the store?
Our inspiration was how you'd like to buy your lingerie. Classical and technology fits together, with the classical shop fittings we put screens in. This allows me to change promotion instantly without printing. Its about being commercial, joining the 21st century retail with a classical bend to it. 

This is your 13th store opening, and Boux Avenue's been open for over a year now, are you pleased with the customer reaction so far?
Ecstatic with the customer reaction with the loyalty and VIP scheme we're running, so much so we've actually accelerated our store opening plan. It's the 14th next week in Liverpool, there will be 18 before Christmas and 21 by March. The reaction's been superb, its all stations go now its looking great and the customers think so too.

Being a blogger myself, I noticed Boux also has its own blog, as well as being active on other social media platforms. How important do you think the new media is to the fashion and retail industry?
New media is everything, not just to the fashion and retail industry. We just talked about the technology that's in the store, we lead our lives now with accelerated changing at such a rapid rate. Its an experience in any of our lifetimes.

Is there anything the lingerie buisness has taught has been helpful in any of your other ventures?
It has actually, lingerie because its such a personal product, the way you interact with your customer and client is in such a nice way and personal way and that's certainly something I can replicate. 

Watch out for Theo on series 10 of Dragons Den, now showing.

9 comments

  1. How gorgeous is their underwear! wow!!

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  2. first off congratulations on the interview... and 2nd.. how perfect is your blog!! Its amazing so you have a new follower. I hope you can check mine out and follow back if you like it! http://ashmarshallfashionetc.blogspot.co.uk/

    also if you have twitter, I follow back everyone who tweets me so I know they have visited my blog :) https://twitter.com/ashmarshall23

    ReplyDelete
  3. That store looks really boudour indeed:) It reminds me of Victoria's secret only sexier!!!
    check out some of my looks on BestTrendsForever.com!!
    XOXO
    Ty

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  4. This comment has been removed by the author.

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  5. I NEED to visit this store! One has just opened in Norwich, and I am yet to venture inside. Pretty sure the bf. would appreciate it though...
    http://coquetin.blogspot.co.uk/

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  6. This comment has been removed by the author.

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  7. Oh my gosh, so much cute stuff! Lucky girl. Loving your blog, woud you like to follow each other?

    Eau de Violet

    ReplyDelete
  8. wow looks so lovely and classy :)


    lollylopsx.blogspot.co.uk

    x

    ReplyDelete
  9. This store is great! Although the drawers idea is a steal off Victoria's Secret who have done this for years. The whole decor is pretty much copied

    ReplyDelete

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