Boux Avenue to revamp Belfast and Guildford stores
Boux Avenue is set to refurbish its existing stores in Belfast and Guildford, following a programme of new openings and refurbishments throughout 2025 and 2026.
The two stores will feature the lingerie, swimwear, and nightwear retailer’s new concept, which was first introduced at the brand’s northern flagship at Manchester’s Trafford Centre in November 2025, before being brought to Boux Avenue’s southern flagship at Bluewater in March 2026.
The refurbishments follow the opening of Boux Avenue’s Manchester Arndale store in August 2025, and represent the next phase in the rollout of the retailer’s latest store concept across its estate.
Across both locations, the refitted store will feature a redesigned frontage with improved sight lines, contemporary signage, and enhanced digital displays. Inside, the stores will feature new eco lighting, new interior finishes, and updated merchandising fixtures designed to maximise space and product visibility. The concierge area, beside the brand’s fitting suite, has similarly been refitted with a semi circular seating area, where a shopper’s friend or partner can wait while the customer undergoes a bra fitting service.
Alex Paphitis, chief operating officer of Boux Avenue, 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.”