Tuesday 27 March 2012

Boux Avenue opening at the Bullring Birmingham

Last Thursday saw the opening of Boux Avenue in Birmingham's Bullring, the ninth store in the chain owned by Dragon's Den star Theo Paphitis.  If you haven't heard of Boux Avenue, the stores sell lingerie, nightwear and even beauty products.

A host of bloggers and journalists were there to get an exclusive look at the store before Theo cut the ribbon. The store itself is spacious with a huge range of underwear as well as cute nightwear, swimwear, slippers, beauty products and boudoir accessories. I was really impressed with the size range (the bras go from 30A-40H), the customer service, the styles and colours on offer, the bra fittings and the luxurious changing rooms complete with three light settings (day, dusk and night). If you can't find the size you're looking for, there are even drawers out on the shopfloor arranged by size so you can easily see what's available.

I got to meet some wonderful bloggers there too including the gorgeous girls from Intrinsically Florrie, Oh ReallyHaute Future, Emily Jayne and I Am NRC. After a drink, a browse and chat with these ladies and the very friendly staff, I did manage to get a picture taken with Theo himself too!

Just a few pictures here, as you can see I somehow took lots of pictures of the cosmetics and only one of the underwear, although you can see the full range online here.

Outfit shot taken by Florrie 

Big thanks to Fluorescent PR for putting on a great event.


  1. Ohh looks like a nice store! I'm moving to Birmingham in a couple of months so i will defo check it out then! xo


  2. Gutted I couldn't make the opening, have heard great things about it. Lovely blog!