Boux Avenue

Our Brand Promise

We create beautifully designed, quality lingerie, sleepwear and swimwear, to make every woman feel confident whatever her shape or style.

We design for women by women, with our female-led in-house design team, directed by Product & Brand Director Zoe Price-Smith. A focus on hand-picked fabrics, exquisite details and supportive shapes make our collections unique in every way.

We focus on putting HER first, providing her with an expert fit in luxurious styles, at affordable prices. Our unique shopping destinations, mobile & desktop sites and convenient delivery options, allow her to fit shopping into her busy lifestyle.

From our complimentary gift wrapping, to our elegant fitting suites, we know it’s the little luxuries in life that matter, and that every woman deserves to feel confident.

To ensure we achieve this, we pledge to continue to work towards...


Offer supportive lingerie in sizes A-G cup, designed for women, by women to ensure maximum comfort and fit.


Provide education through City & Guilds accredited bra fit training for our store staff, to bring our customers an expert bra fitting experience, and support our colleagues in developing skills to build their careers.


Lead the next generation of designers, merchandisers, creatives and marketeers by supporting and encouraging the development of our staff through tailored skills courses, regular “Be Inspired” talks, training and career progression.


Continue to increase our work with diverse models and influencers to ensure we are representing and inspiring all of our customers to feel confident; something we are focused on evolving in 2020.