Following a programme of new store openings and refurbishments throughout 2025 and 2026, Boux Avenue, the accessible luxury lingerie, swimwear and nightwear retailer, is continuing to invest in its physical retail estate with the refurbishment of its Guildford and Belfast stores. First introduced at the brand’s Northern Flagship store at Trafford Centre in November 2025 and later rolled out to its refitted Southern Flagship store at Bluewater in March 2026, Boux Avenue’s clean, light and contemporary retail concept has been designed to enhance the customer shopping experience.
The Guildford and Belfast refurbishments follow the opening of the brand’s Manchester Arndale store in August 2025 and represent the next phase in the rollout of Boux Avenue’s latest retail concept across its store estate.
Across both locations, the refitted store will feature a redesigned frontage with improved sight lines, contemporary signage and enhanced digital displays. Inside, new eco lighting complements softer interior finishes and updated merchandising fixtures which maximise space and product visibility. The concierge area, beside the brand’s famous fitting suite with its personalised lighting options and call buttons, has similarly been refitted with a semi circular seating area, where the shopper’s friend or partner can wait in comfort while the customer enjoys an expert bra fitting service.
Customers visiting the newly refurbished Guildford and Belfast stores will be able to discover Boux Avenue’s latest Autumn/Winter collections, including the romantic new Rococo Romance lingerie and nightwear collection alongside the luxurious Chocolate & Roses nightwear range.
The Guildford store will officially reopen on Friday 28th August following an exclusive press preview on Wednesday 26th August, while the Belfast store will reopen on Saturday 5th September, with a dedicated press event taking place on Friday 4th September.
“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,” said Alex Paphitis, chief operating officer, Boux Avenue.
