Boux Avenue’s new retail concept rollout continues with two more store upgrades

British lingerie, nightwear and swimwear retailer Boux Avenue is marking the next phase of its new store concept rollout with the refurbishment of its stores in Guildford and Belfast.

First introduced at Boux Avenue’s store at the Trafford Centre in November 2025, then followed by its store at Bluewater in Kent in March 2026 and its store at Westfield London (White City) in May 2026, the new concept includes a complete refit, a redesigned frontage “with improved sight lines”, more contemporary signage and enhanced digital displays.

The Guildford store will relaunch on 28 August, having closed for the refurbishment on 1 August, while the existing Belfast store will close on 22 August and reopen in its refreshed format on 5 September.

Alex Paphitis, Chief Operating Officer of Boux Avenue, and son of Boux Avenue owner Theo Paphitis, said: “Investment in our physical retail estate remains a key part of Boux Avenue's long-term growth strategy, and we're committed to continually evolving our stores to ensure every customer enjoys the very best Boux Avenue experience.

“Guildford and Belfast are the latest stores to showcase our new retail concept, which has been designed to create a brighter, more contemporary environment to enhance the customer shopping experience.

“These latest investments reflect our continued confidence in our stores and the important role they play within our omnichannel strategy, combining an inspiring retail environment with the personalised service and expert bra fitting experience for which Boux Avenue is renowned.

“As we continue to expand our retail portfolio, we're excited to welcome both new and existing customers into these newly refitted spaces for years to come.”

Customers visiting the newly refurbished Guildford and Belfast stores will be able to discover Boux Avenue's AW26 collections, including the romantic new ‘Rococo Romance’ lingerie and nightwear collection alongside the luxurious ‘Chocolate & Roses’ nightwear range.

The new stores follow the reopening of its 1,840 sq ft store at Westfield London following a major refurbishment.