What's Happening?
Boux Avenue, a lingerie and nightwear retailer, has announced the opening date for its new flagship store at the Trafford Centre in Manchester. The store, covering 175 square meters, will open on November 12 at 11 am. Located on the ground floor next
to Space NK and New Balance, the store will offer goodie bags worth £30 to the first 50 shoppers who spend over £10 on the opening day. Additionally, these customers will receive smoothies from Acai cafe The Plant Blends. The opening day will feature a live DJ set and a personalization station for free embroidery on purchases. The personalization station will continue to be available on November 13 and 14 from 4 pm to 8 pm, and on November 15 from 3 pm to 7 pm. Customers spending over £25 can participate in a 'Spin to Win' game on November 14 and 15, with prizes including beauty gifts and gift cards.
Why It's Important?
The opening of Boux Avenue's flagship store at the Trafford Centre marks a significant expansion for the brand, following its recent return to Manchester city center with a new unit in the Arndale. This move is part of Boux Avenue's strategy to enhance its market presence and customer engagement through experiential retail. The store's design, featuring luxurious fitting rooms and bespoke lighting, aims to provide a premium shopping experience. The company's recent financial performance, with a return to profit and a £7 million increase in EBITDA over two years, underscores the effectiveness of its product offerings and marketing strategies. The flagship store's opening is expected to further boost the brand's visibility and sales, particularly during key trading periods like Christmas.
What's Next?
Following the opening, Boux Avenue will likely focus on leveraging the Trafford Centre's high foot traffic to drive sales and brand loyalty. The store's unique offerings, such as the personalization station and promotional events, are designed to attract and retain customers. The company's continued investment in experiential retail could set a precedent for future store openings and expansions. As the holiday season approaches, Boux Avenue may introduce additional promotions and marketing campaigns to capitalize on increased consumer spending.
