Boux Avenue set to unveil refurbished Bluewater flagship store

British lingerie, nightwear and swimwear retailer Boux Avenue is “officially” reopening its refurbished 2,238 sq ft flagship store at Bluewater Shopping Centre in Kent this Thursday, 26 March.

Located in the Lower Rose Gallery by John Lewis, the store’s “clean and contemporary” new shop fit includes upgraded fitting rooms, complete with concierge buttons and bespoke lighting options, where customers can try on their favourite items and enjoy one of the brand’s renowned expert bra fittings.

The grand reopening is being celebrated from 11am on Thursday, and Boux Avenue will be offering goodie bags to the first 100 shoppers who spend £50+. There will also be refreshments, a live DJ set and a personalisation station offering free embroidery on purchases between 11am-4pm.

Zoe Price-Smith, Chief Design & Product Officer at Boux Avenue, said: “We're delighted to offer our customers a fresh and contemporary new shop fit that is befitting for our southern flagship store just ahead of the Easter break.

“Our expert and friendly bra fitting team is on hand to help customers find their perfect fit, and customers will be able to discover our famous craftsmanship, with new and exclusive lace and embroidered lingerie, solutions underwear ready for the summer season, along with our cute, comfy nightwear and super stylish swimwear - helping to get you holiday ready.”

James Waugh, Centre Director at Bluewater, added: “It is great to see well-loved brands like Boux Avenue investing in their offering at Bluewater, reinforcing our status as a leading retail destination.

“The brand’s newly refurbished store serves as their southern flagship, offering an elevated experience for guests as they browse the latest collections.

“We are sure the new-look space will be a hit, and we invite guests to come down and experience the exclusive activations taking place on the opening day.”

The newly refurbished Bluewater store follows the opening of its northern flagship store at the Trafford Centre in Manchester in November 2025.

Last week, Boux Avenue reported improved profitability for the year ending March 2025, with an EBITDA of £6.4 million following 6.9% growth in sales and improved margins.

Boux Avenue also reported “strong” trading in the current year, with double-digit sales growth in February and Valentine’s sales during this period seeing a 30% increase year-on-year.