Boux Avenue’s ‘Tunnel of Love’ collection drives sales surge

British lingerie retailer Boux Avenue delivered improved profitability for the year ending March 2025, with an EBITDA of £6.4 million following a 6.9% growth in sales and improved margins.

It comes as the brand reports "strong" trading in the current year ending March 2026, which saw double-digit sales growth in February and an improvement in its EBITDA to at least £4 million, with Valentine’s sales across this period seeing a 30% growth year-on-year.

The lingerie retailer reported growth across all channels, including stores, e-commerce and partnerships over the last two years, which it credits to its ranges and marketing campaigns resonating with customers and translating commercially.

Theo Paphitis, owner and Chairman of Boux Avenue, said: "It is clear that our customers are responding to the enhanced product range and the next-level aspirational nature of the brand, across our stores online and our partnerships, resulting in Boux Avenue growth across the board.

"We have had numerous sell-through product ranges; which has continued into this current year; a testament to the customer loyalty, product design, marketing campaigns and social media focus - as well as the great procurement strategy in place."

The brand shared that it had also invested in its store network, having opened a new store in Manchester Arndale in September 2025, and an improved relocated store in Liverpool. It also announced further retrofits to its stores over the next year, with the renovation of its Bluewater store already underway and Westfield London to be started in the coming weeks.

Paphitis added: “Boux Avenue has come of age and this is reflected in the continuing results, showing that our customers are actively seeking out the brand. I am delighted with the performance of Boux Avenue over recent years as it continues to  deliver growth in sales and a significant improvement in profitability, now a compelling brand in the marketplace.

"We have made further progress in the current year which sees previous investment in the brand rewarded by double digit growth on top of the 6.9% sales growth of the prior year. The brand continues to resonate with consumers, with the customer love continuing into February with a stand out Valentine’s campaign."

Boux Avenue's Valentine’s Day trading strategy focused on its ‘Tunnel of Love’ collection, which launched in January and was designed to drive early-year demand across stores and online.