Boux Avenue is doubling down on its successful presence at Liverpool One by opening a brand-new permanent store at the popular retail and leisure destination. The lingerie and lifestyle brand will unveil its new location on 17 April, situated on the venue’s Lower South John Street.

A Fresh New Home for Signature Styles

The upcoming store will showcase Boux Avenue’s full collection, including:

• Signature lace and exclusive embroidered lingerie

• Comfort-meets-style nightwear and swimwear

• Summer holiday essentials and travel-ready looks

The boutique will also feature Boux Avenue’s popular bra-fitting service, offering professional sizing advice for A–G cup sizes. The service is available as both walk-in and bookable appointments, ensuring flexibility for every shopper.

Grand Opening Celebrations

To celebrate the grand opening, Boux Avenue has lined up exclusive experiences and giveaways:

• The first 50 shoppers who spend £40 or more on launch day will receive a goody bag worth £24.

• Golden Tickets will be hidden throughout the store, with lucky customers winning Boux Avenue gift cards worth up to £100.

• In-store evening festivities include a live DJ set, complimentary drinks, and free embroidery to personalise purchases.

The celebrations continue from 18–20 April, with the free embroidery service available to all customers.

Liverpool One’s Expanding Retail Landscape

Boux Avenue’s upgrade follows a wave of retail activity at Liverpool One. Notably, digital-first fashion label Arne is launching its first-ever physical store there, and luxury watch brand Breitling has just made its city debut at the mall. On the flip side, Harvey Nichols will be closing its long-standing Beauty Bazaar concept store.

The arrival of Boux Avenue’s permanent store reflects the brand’s growing retail confidence and further strengthens Liverpool One’s position as one of the UK’s top shopping destinations.