Dubai, UAE (June 23, 2014): One of the UK’s leading lingerie brands; Boux Avenue, is set to launch in the Middle East with its first store opening in the month of July. To mark its entry in the market, the brand organised an exclusive collection preview where a catwalk was held for the ladies attending the event. The exclusive collection preview was held at the Waldorf Astoria, The Palm. The event was to set the stage for Boux Avenue’s luxurious appeal in the minds of the women of UAE. Mannequins were positioned throughout the room, dressed in Boux Avenue products so that guests could experience Boux Avenue’s beautifully designed lingerie, nightwear and swimwear first hand. The catwalk showcased seven different collections and accessories available at Boux Avenue. The first theme, “Ivory and Black”, featured classic yet elegant black and ivory lingerie pieces. The second theme “Hamptons” alluded casual comfort in an array of blue and white lingerie and nightwear pieces. The third theme “Swimwear” showcased beautiful designs featuring a range of cuts and styles. The fourth theme 'Sherbet Brights” oozed femininity and elegance. The fifth theme, “Novelty”, presented comfortable and casual nightwear with novelty slogans. The sixth theme “Pretty Pinks and Pastels” showcased pretty and delicate lingerie pieces. The last and the seventh theme “Masquerade” was the finale for the catwalk showcasing the most theatrical and dramatic lingerie pieces with intricate designs worn with stockings and elegant masques. Boux Avenue is launching in the UAE under the brand umbrella of Al Ghurair Retail. Speaking about the occasion, Mr. Keith Flanagan, General Manager of Al Ghurair Retail said “It was a pleasure to organise the Boux Avenue Exclusive Collection Preview and a Catwalk for our female audience. The brand is loved and adored by its audience in the UK and we would like to develop that preference for Boux Avenue in this market as well. The first store is opening on July 23, 2014 and we are expecting a marvellous response from the female residents of UAE.” About Boux Avenue Boux Avenue is a stylish, innovative lingerie brand that is an irresistible shopping haven for lingerie, nightwear, swimwear, and accessories. Conceived and developed by highly-regarded, proven entrepreneurial businessman, and star of UK Dragons Den, Theo Paphitis in 2011. The brand - aimed at targeting lingerie lovers who seek quality, beautiful underwear at affordable prices - prides itself on superior fit, outstanding customer service and an extended size range offering, setting the brand apart from other lingerie retailers.
Boux Avenue has made beautiful lingerie accessible to every woman. From everyday bras to seductive chemises, playful teddies to frilly knickers, nightwear to bridal wear and swimwear, it is the perfect destination to give your lingerie drawer a new lease of life. Exceptional customer service is paramount. Inside the store, women are offered a complimentary expert bra fitting advice that makes shopping a pleasurable and personal experience. It’s all in the detail at Boux Avenue, with each purchase being beautifully gift-wrapped.
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