Boux Avenue has confirmed it will open a new flagship store at Manchester’s Trafford Centre in autumn 2025. The announcement follows what the company describes as a period of strong sales growth across its retail stores, ecommerce platform and wholesale partnerships.
Chief Operating Officer Alex Paphitis said: “We’re excited to be almost doubling our space with this new unit. This comes off the back of a significantly strong sales performance over the past 18 months, not only in our stores, but also in our ecommerce channel and with our wholesale partners.”
The new Trafford Centre store will feature a newly designed, contemporary shopfit and will include updated fitting rooms with concierge buttons and adjustable lighting, designed to enhance the bra fitting experience for customers. Boux Avenue’s fitting services are a notable part of its in-store offering.
The company, which designs its products in London, offers a selection of lingerie, nightwear and swimwear, including size-inclusive bras up to an H-cup. The brand emphasises both product detail and comfort, aiming to combine quality with affordability. Its product range includes strapless bras, push-up bras, and seasonal accessories.
This latest announcement follows Boux Avenue’s recent return to Manchester city centre, having opened a 2,765 sq ft store at Manchester Arndale on 29 August 2025. The new city centre location was launched under a 10-year lease agreement.
“As an ambitious business, we’re looking to grow and open further new store locations in key areas where we see demand is already high for the brand but where we do not as yet have a store presence,” Paphitis added.
The current Trafford Centre store will remain in operation until the new unit is ready to open in mid-November 2025. Boux Avenue, founded in 2011, currently operates 27 stores across the UK.
