Boux Avenue launches first 'luxury' line under new design chief

By

Sandra Halliday

Published
Nov 8, 2019

Specialist UK lingerie retailer Boux Avenue announced this week that it’s making a move upmarket with its first “luxury collection”. Under the Bouxtique name, it's set to debut on Monday.

While the pricing isn’t a world away from Boux’s regular prices (it’s only slightly elevated), the company said the big difference is in the overall luxury approach with ‘special’ pieces like basques and waspies, plus guipure embroideries and iridescent yarns that are exclusive to the company. All pieces are designed in-house and there’s a strong focus on the smallest details.

Although described as a capsule, the offer actually features a fairly extensive 38 pieces. And it’s the first capsule under still-new design and brand director Zoe Price-Smith. It’s intended to be the debut offer in a series of ongoing luxury capsules for the lingerie retailer.

Price-Smith joined earlier this year with the task of leading the label in a “whole new direction”.

The new Bouxtique offer comes in classic black, nude and rich claret, taking “inspiration from Parisian chic” and includes options across lingerie and nightwear, “with a sensual feel throughout”.

Its pricing is between £16 and £70, and it’s available in sizes 30-38, A-G cup, and dress sizes 6-18. 

Price-Smith said of this: “Bouxtique by Boux Avenue is the first major step change for the brand, under my design-led direction. It’s a truly exciting time for the brand now that we are designing all our products in-house by our female design team, and our first capsule collection really celebrates that. 

Regular capsule collections are a strong sales tool in the premium-to-luxury underwear segment and it’s a strategy also followed by high-end brand Honey Birdette. Bringing the approach to a more ‘affordable’ retailer like Boux is a key step in creating a more aspirational halo around the brand and makes sense as it works to overcome the tough market conditions in the UK.

The company has been working hard to boost its operations in recent months after reporting rising annual losses earlier this year. The firm blamed the “challenging” retail environment, widespread discounting and a critical shortage of stock for a dramatic increase in those losses.

Measures to address this have include appointing Price-Smith from her previous role at lingerie giant Hunkemoller, as well as recruiting M&S veteran Michael Kerr as its first ever CEO. It has also opened new warehouse facilities and stores and launched into the hosiery category in September.