Dragon Paphitis roars into Merry Hill with new Boux Avenue store
DRAGON’S Den star Theo Paphitis has rolled out his latest retail concept to Dudley’s Merry Hill Shopping Centre.
The entrepreneur founded lingerie brand Boux Avenue last year and has rolled the concept out across the UK. The Westfield-owned centre is the venue for the 15th store in the chain.
“The key to the success of Boux Avenue has been listening to our customers and finding desirable store locations to satisfy the strong demand,” said the entrepreneur.
“The brand has already been extremely well received in Birmingham’s Bullring, where we opened our first store in the West Midlands store in March, so now the time is right to continue our expansion in the area.”
The store, similar in concept to La Senza – in which Paphitis previously had an interest, sells a range of lingerie, nightwear, accessories and swimwear. The Boux Avenue concept aims for a superior customer service with complimentary professional bra fittings, inclusive size range offering, and chic and contemporary store design.
The opening of the new store heralds a momentous day for the Merry Hill complex, which in common with other mall owners has been hit badly by recession.
The centre’s new-look Marks & Spencer is also officially opened today as the retailer, which recently announced a 9.7% fall in profits, looks to launch its revival.
Earlier this month, the centre also saw the opening of its new £1m Quest attraction, which features an indoor rope adventure course and a Christmas-themed ice rink and festive market.
It also includes the world’s first ever NERF blaster target range. NERF Blasters are toy weapons made by Hasbro that fire foam darts, discs or foam balls. The attraction is supported by a NERF retail unit.
Occupying a total area in excess of 20,000 sq ft, ‘Quest’ at Merry Hill also includes a café as well as an outdoor area which will host a changing programme of family-based leisure activities.
