Saturday, 2 April 2011

LINGERIE - Boux Avenue New Website and Stores

If the launch event for Boux Avenue was a sign of things to come then it's going to be good. The brand new lingerie website launched yesterday and by the end of next week there'll be 6 stores across the UK too. 

The whole brand is underpinned by great customer service. I was excited by the £3 delivery charge which they say will arrive in 1-3 days. Free returns is also a big selling point, as is the fact that if you go to a store and they don't have your size it will be delivered the next day, free of charge. It's this multi-channel approach that will make customers take notice I think. It's not an afterthought, it's the whole core concept of the business.

Theo Paphitis explained at the launch event that the brand was all about inclusivity, with a broad size offer that means almost anyone can buy lingerie there. The shop fit is high-end and incredibly luxe; much more the look of an independent designer boutique than a typical high street store. There is a really clean look to the store with extra sizes of garments being stored below the rails in drawers which the customers are encouraged to shop directly from. As I chatted to other guests at the event they thought it looked like Victoria's Secret, which incidentally, will be launching a store on London's Bond Street soon.

The 3 main collections the store has launched with are Vintage Garden Party (the pretty stuff), Burlesque Boudoir (the sexy stuff) and Body Language (your everyday essentials). There is also a swimwear section to come and from the holding lookbook image it looks pretty good. The best thing about the collections is that they have the look and design of a much higher priced brand (I'm thinking Myla) but at prices akin to La Senza and department stores. They've pitched themselves to compete with the M&S underwear market. Whether they'll be successful I don't know. Personally I buy most of my lingerie in Debenhams and will probably continue to, however, if I pass a Boux Avenue store I'll be in there and no doubt be tempted to buy something.

Here are some of my favourite pieces:

I've had a browse of the website and unfortunately it's running a little slow at the moment with pages taking longer than I'd like to load. Possibly it's a sign that the site is getting more traffic than they've allowed for. A good thing of course, but they'll have to get it sorted if they want to avoid frustrating customers moving forward.
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