Merry Hill store key to Boux Avenue success says Dragon Paphitis

TV DRAGON and entrepreneur Theo Paphitis has said the opening of the latest store in his lingerie chain Boux Avenue at Dudley’s Merry Hill Centre marks a significant development for the business.

The new store, which has created 17 new jobs, is the 15th in the chain’s portfolio and is only the second to open in the West Midlands following the launch earlier this year of an outlet in Birmingham’s Bullring Shopping Centre.

“We have two further openings scheduled this month and this will by another three later in order to bring the number of stores up to 20,” said Paphitis.

“The business model, which targets centres with high footfall, will accommodate further stores and the intention is to increase the number to 25 next year.”

He said the new brand, which was only launched last year, had quickly established itself and was grabbing a large slice of the lingerie market due to careful pricing and high standards in customer service which was helping to generate strong returns.

The marketing strategy is a simple one and targets women looking for attractive lingerie at affordable prices. But the extra touches are intended to give the business its unique selling point.

Changing rooms have been specially designed so there are three light settings to simulate any lighting conditions, while a bell can immediately alert an assistant to help with the fitting process.

In store, the lingerie is stored in clearly labelled drawers designed to help customers find exactly the size they are looking for.

The business model is also being rolled out internationally with stores opening in Iceland, Malta and Gibraltar – territories deliberately chosen because of the currency variations. If these test openings prove successful then further international expansion could go ahead.

A third strand to the business has been its online presence, which has given the business a 24/7 service offering.

“We are very excited by the opening of the branch here at Merry Hill and we hope that customers will enjoy experience and keep coming back,” he added.

The shopping centre has also welcomed the new retailer. At a time when the sector is struggling like never before any new opportunities are hailed as a positive step.

This was a point not lost on Kelly Reed, Marketing Manager at Westfield Merry Hill, who said: “We are delighted to welcome Boux Avenue to the centre and we’re sure the store will be a huge hit with our shoppers.”

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