Former Dragons Den star, Theo Paphitis has opened his first Northern Ireland branch of his lingerie business venture, Boux Avenue.

The team at Boux Avenue were excitedly preparing for the launch of their first ever store in Northern Ireland opening in Belfast, Victoria Square today at 1pm..

This makes it the twenty-eighth UK store in the brand’s portfolio.

Today’s official launch will see a host of giveaways, prizes and goodie bags – so get down quickly as they’re sure to sell out fast!


Since Boux Avenue began in 2011, it has built a reputation for offering luxurious – yet affordable lingerie, nightwear, swimwear and accessories, in a glamourous ‘boudoir inspired’ store

Customer experience is central to the brand’s ethos, along with a passion to ensure that everyone walks away with perfectly fitting lingerie. Shoppers are encouraged to take advantage
of the expert bra fitting service in their beautiful fitting suites, equipped with private concierge service and changeable smart light settings.


With a fully inclusive size range of 28 – 38, A – G cups and in sizes 6 – 18, Boux Avenue promises to have something for everyone.

The AW15 range of lingerie showcases a delicious selection of winter pastels in pretty pinks and peaches with vintage inspired lace and whimsical prints.

The glitz and glamour of the party season is mirrored in the more decadent pieces with hints of sexy silver lurex, diamante detailing and pretty embellishment. We loved the bold floral vintage inspired prints, satin teals and dramatic red numbers, as well as some gorgeous kimono style wraps – which make you feel a million dollars.


The Boux Avenue nightwear range includes a mix of sultry floral cami and short sets, plus gorgeously feminine pink and lavender slip style chemises.

But possibly our favourite aspect of all, was the excellent cosy section – complete with soft onesies perfect for snuggling up on the sofa with a hot chocolate, gorgeous slippers and cute reindeer face-masks.

For those chilly winter nights, the range also offers soft cotton novelty pyjama sets with playful slogans and cutesy prints. Just perfect for putting your feet up! We want.

If you’re a fan of penguins, fleece pyjamas, Christmas and teddies, you’ll love wandering around this section mentally adding to your wishlist from Santa. Whilst the amazing body mists, room sprays and scented rose petals are very hard to resist.


Building on Boux Avenue’s passion for providing a superior customer experience with service at the heart, the addition of Belfast will no doubt contribute to the brand’s success and desire to bring luxury lingerie and nightwear to every woman.

Theo Paphitis explained: “I’m thrilled to be opening our 28th store in the UK, and our first ever store in Northern Ireland. It’s a really exciting time for the brand.

“Victoria Square is a fantastic, modern shopping centre in a thriving city, so I’m excited to see what the future will bring here in Belfast!”

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