The lingerie retailer is extending its latest store concept to Guildford and Belfast, introducing updated frontages, lighting, digital displays and fitting-suite areas ahead of the stores’ reopenings.
Boux Avenue is continuing to invest in its physical retail estate with refurbishments of its Guildford and Belfast stores, following a programme of new openings and upgrades across 2025 and 2026.
The latest refits extend the clean, light and contemporary retail concept first introduced at the brand’s northern flagship store at the Trafford Centre in November 2025, before being rolled out to its refitted southern flagship at Bluewater in March 2026. The concept has been developed to enhance the in-store shopping experience.
The Guildford and Belfast projects also follow the opening of Boux Avenue’s Manchester Arndale store in August 2025 and represent the next phase in the rollout of the concept across its store estate.
Both refurbished stores will feature redesigned frontages intended to improve sight lines, together with contemporary signage and enhanced digital displays. Inside, new eco lighting will be combined with softer finishes and updated merchandising fixtures designed to maximise space and product visibility.
The concierge areas beside the fitting suites are also being refitted. The fitting rooms include personalised lighting options and call buttons, while a semi-circular seating area will provide space for customers’ friends or partners to wait during bra fitting appointments.
Customers visiting the refurbished Guildford and Belfast stores will also be able to shop Boux Avenue’s latest Autumn/Winter collections, including the Rococo Romance lingerie and nightwear collection and Chocolate & Roses nightwear range.
“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.”
Alex Paphitis Chief Operating Officer, Boux Avenue
Store Reopening Dates
Guildford
Last day of trading: Saturday 1 August
Official reopening: Friday 28 August
Belfast
Last day of trading: Saturday 22 August
Official reopening: Saturday 5 September
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Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
