Boux Avenue, will open the doors to two new stores this month, in Derby and Reading in time for the festive trading period.

The first opening will take place on 11 November at Derbion Shopping Centre in Derby with a 2508 sq ft unit. The second opening will be on 17 November 2022 at the Oracle Shopping Centre in Reading trading in a space of 3229 sq ft.

Both stores are Boux Avenue’s first in the area, which the brand said was a sign of its commitment to expand across the UK. To encourage consumers to attend the openings, the first 50 people to spend in the stores will receive goody bags worth £25.

Zoe Price-Smith, Chief Design and Product Officer of Boux Avenue, added: “We’re delighted to be expanding our stores across the UK and reach new markets, bringing the Boux Avenue experience of true fit and unique designs created here in the UK to Derby and Reading. We are always working on creating the highest quality and sublime designs that are unique to Boux Avenue. Which is why we are also actively looking to open more stores in key locations across the UK, as and when the right site becomes available, allowing more consumers to be able to see our collections in person and enjoy the full Boux Avenue universe.”

The lingerie label was launched in 2011 under the Theo Paphitis Retail Group, with the ideology to make every customer "feel confident and sexy no matter their shape or size". Both of the new Boux Avenue stores will be home to fitting suites that offer day, dusk, and night-time light settings for an immersive customer experience.