Exclusive opening day celebrations include Chief Design & Product Officer Zoe Price-Smith officially reopening the store, complimentary embroidery, expert bra fittings, goody bags and more
Boux Avenue, the accessible luxury lingerie, swimwear and nightwear retailer, is inviting customers to celebrate the reopening of its Belfast store in Victoria Square Shopping Centre on Friday 25th September from 11am. This follows a two week refurbishment to introduce the brand’s bright new retail concept to the store.
The Belfast store upgrade forms part of Boux Avenue’s continued investment in its physical retail estate, following a programme of new store openings and refurbishments throughout 2025 and 2026. The brand opened a new Manchester Arndale store in August 2025, before introducing its latest retail concept at a new site in Liverpool One in May 2025, a larger site in Manchester’s Trafford Centre for its Northern Flagship store in November 2025, followed by refitting its Southern Flagship store in Bluewater in March 2026
Clean and contemporary, across the newly refitted Belfast store, customers will discover a new frontage design with improved sight lines, contemporary signage and enhanced digital displays. Inside, new eco lighting complements softer interior finishes and updated merchandising fixtures, maximising space and product visibility. The concierge area, adjacent to Boux Avenue’s fitting suites with their personalised lighting options and call
buttons, has also been refreshed with a semi-circular seating area, allowing friends and family to relax while customers enjoy the brand’s complimentary expert bra fitting service.
Chief design & product officer Zoe Price-Smith will officially reopen the store on Friday 25th September at 11am with a ribbon-cutting ceremony, welcoming customers as they discover Boux Avenue’s refreshed Belfast store.
To celebrate the reopening, the first 50 customers who spend £50 or more will receive an exclusive Boux Avenue goody bag. Customers will also have the opportunity to personalise selected purchases at a complimentary embroidery station.
Throughout Friday 25th and Saturday 26th September, Boux Avenue’s team of expert bra fitting specialists will be available to help shoppers find their perfect fit. On Friday, customers can also enjoy live music from DJ and Q Radio presenter Amy McGuckin, alongside complimentary non-alcoholic refreshments for the first hour. Customers can also enjoy complimentary embroidery in store on Friday and Saturday, with the embroidery service available from 11am–5pm on Saturday, adding a personalised touch to their Boux Avenue purchases. Customers visiting on opening day will be among the first to shop Boux Avenue’s Autumn/Winter collection, including the sultry new Rococo Drama lingerie and nightwear collection alongside the luxurious Chocolate & Roses nightwear range.
Ahead of the official reopening, Boux Avenue will host an exclusive press and influencer evening at the newly refurbished Belfast store on Thursday 24th September from 6pm–8pm. Guests will be among the first to experience the new store, with Chief Design & Product Officer Zoe Price-Smith hosting a presentation and product preview, alongside drinks, a live DJ, complimentary embroidery, goody bags and Boux Avenue’s expert bra fitting service.
“We’re delighted to welcome our customers back to our newly refurbished Belfast store and celebrate this exciting milestone with the local community. Our new retail concept has been designed to create a brighter, more contemporary shopping environment, making it even easier for customers to discover our latest collections while enjoying the expert bra fitting service for which Boux Avenue is renowned.
“Victoria Square is a fantastic location for us, and we’re really looking forward to welcoming our Belfast customers back into the store and celebrating the reopening with them,” said Price-Smith.
