Boux Avenue to storm the Lingerie Market

www.bouxavenue.com/blog/

Boux Avenue - a fresh new face to the lingerie market, is to launch in late March 2011. The line is owned by Dragons Den star, Theo Paphitis, so there is no doubt Boux Avenue will be supported by elite business personnel to overcome a turbulent and uncertain economic climate. At £14 - £34 a bra, Boux Avenue is considered to be entering the mid-market, competing against brands such as La Senza and Marks & Spencers. Boux Avenue will also be fighting off competition from Victoria Secret; with its first ever UK debut  in 2012 at Europe's soon to be largest Shopping Centre ( Westfields - Stratford). Unlike other lingerie lines, Boux Avenue's unique selling point - pin up / couture / affordable luxury lingerie - will be the key driver of its brand.

Their biggest contest will be with Victoria Secret. Boux Avenue are competiting against an already hugely successful, well-established and globally sought after brand. It is no secret that VS is widely supported by international celebrities, who flock together to spectate desireable supermodels strutting down the catwalk. At these infamous events all that can be heard is profuse clapping and wow-ing, the height of Victoria Secret's success.

Keep updated on Boux Avenue: www.bouxavenue.com/

~Br&Bo~