Boux Avenue in Plymouth

November saw the arrival of a new store in Plymouth’s Drake Circus shopping centre. This was the launch of the 24th Boux Avenue shop in the chain owned by ex-Dragon’s Den entrepreneur Theo Paphitis. I was given the opportunity to ask him a few questions about why he chose Plymouth for his latest store. I jumped at the chance – I’ve been in business for 21 years myself so I had a few questions,  and who doesn’t love talking about quality clothing? Here is how our conversation went.

What makes Boux Avenue different? Why shouldn’t I just get my knickers from Next or M&S?

Attention to detail, exceptional customer service, an amazing range of product and sizing, but above all, our shopping environment. All of our stores are designed to feel like every woman’s dream boudoir and above all else, Boux Avenue is about YOU, and you come away with a shopping experience that will make Boux your number one lingerie destination.

What is it about Boux Avenue lingerie that makes a woman feel special?

Boux Avenue in Plymouth on Opening Day

We fit a bra to the woman, not a woman into a bra. We are all about great fit and support, and our Boux girls offer a bra fitting service to ensure that whatever lingerie you walk out the door with – will make you look and feel like a million dollars. This in itself makes a woman feel special. Lingerie is all about inner confidence – and that is what we are experts in.

What sort of occasions would Boux Avenue lingerie be suited for? Nights out or a day in the office?

Boux Avenue is for all occasions. We do every day lingerie, solutions lingerie and shapewear for wearing under evening dresses, plus loads of great trend and fashion sets that you can wear anytime.

Which age range is Boux Avenue aimed at?

All ages! It’s aimed at all women, all shapes and sizes.

Does Boux Avenue lingerie cater for women who want to make a fashion statement?

Absolutely, we have something for everyone in our ranges including on trend prints and colours. We encourage women to make a fashion statement with their lingerie because it’s something to be proud of!

Finding lingerie that looks great for slim women and the larger bust sizes can be a nightmare on the high street. How does Boux Avenue solve this problem?

Shoppers busy on Opening Day in Plymouth

Our ranges include lots of different shapes and fabrications which suit all shapes as well as sizes that range from a 30A – 38G. For the smaller customer we have the plunge and padded options, and we have our Beautiful By Boux range which is geared up towards full support whilst still looking great.

Husbands and boyfriends often find it an ordeal buying gifts from a lingerie shop. How man-friendly is Boux Avenue?

Our stores are designed with the woman in mind, however we make sure men are able to navigate around them also – without feeling too intimidated! Our store staff are expert bra fitters and know all there is to know about lingerie – so they are always on hand to help advise our male shoppers. Plus the product is displayed in size ordered drawers, which helps to find things easily.

What Do You Think, Plymouth?

So now we have a chance to experience Boux Avenue in Plymouth ourselves, have you tried it? What do you think of the service, the products, their attention to detail? If you’ve bought from Boux Avenue in Plymouth, let me know by leaving a comment below.

You can read Ash’s business-oriented interview with Theo Paphitis here.