The fashion brand was supposed to open last month
Shoppers at Liverpool One(Image: Andrew Teebay Liverpool Echo)
Liverpool ONE is preparing to welcome a familiar brand to its new permanent home. Lingerie and womenswear store Boux Avenue has relocated numerous times since last May but will finally settle in a new unit at Lower South John Street.
Dragon’s Den entrepreneur Theo Paphitis launched the store in September 2012 but after more than a decade of operations on Upper South John Street, the brand moved to Peter’s Lane. The shift was in order to accommodate fashion retailer Zara’s expansion which saw the brand jump from a 27,000 sq ft unit to 42,000 sq ft.
Boux Avenue’s opening was initially set for April 17 but was postponed “due to circumstances beyond our control”. The brand has today announced the grand opening is set to take place on Friday, May 16.
To celebrate the launch, from 11am, Boux Avenue will be offering a goody bag worth £24 for the first 50 shoppers who spend £40+ on opening day. Boux Avenue will also hide three golden tickets to win gift cards worth up to £100.
Continuing the celebrations across the weekend, customers can call in for sweet treats, drinks and a live DJ set on Saturday, May 17.
There will also be personalisation station for free embroidery on your purchases until Sunday, May 18.
The new Boux Avenue store at Liverpool ONE(Image: Andrew Teebay Liverpool Echo)
Zoe Price-Smith, chief design amd product officer at Boux Avenue, said: “Ever since we opened our first Liverpool store back in October 2012, Boux Avenue has been the lingerie and nightwear of choice for so many of Liverpool’s most stylish.
“We’re delighted to be opening our new permanent store in Unit 50 at Lower South John Street, where our expert and friendly team is on hand to help customers find their perfect fit, whether in new lace and embroidered lingerie, solutions underwear or gorgeous new nightwear. Liverpool ONE, come on in.”
Rob Deacon, Grosvenor’s asset management director at Liverpool ONE, previously said: “You’ll be seeing a lot more vinyl going up over the next few months as the scheme’s tenant mix continues to evolve and elevate.
“2025 will be the biggest year for openings since the scheme opened in 2008, with the strongest line up of new brands anywhere in the UK. Watch this space.”
Boux Avenue’s new home on Lower South John Street is one of a number of new arrivals in the shopping centre along with personal care retailer Bath & Body Work and soft toy brand Miniso.
The new MINISO Store at Liverpool ONE(Image: Andrew Teebay Liverpool Echo)
Bath & Body Works opened last week and provides a range of body lotions, candles, home fragrances, soaps and personal care products. The American chain moved into a 3,000 square foot unit.
The final store completing the new trilogy is Miniso. The brand opened its first store in China in 2013, and has gone on to establish a massive store network worldwide.
The Liverpool ONE shop occupies a 3,000 square foot space providing the brand’s wide selection of popular collectables, plushies, beauty products, and snacks.