Posted by
Frankie Gale
Exclusive opening day celebrations include Chief Design & Product Officer Zoe Price-Smith officially reopening the store, complimentary embroidery, expert bra fittings, goody bags and more
Boux Avenue, the accessible luxury lingerie, swimwear and nightwear retailer, is inviting customers to celebrate the reopening of its Guildford store in the Friary Shopping Centre on Friday 28th August from 12pm. This follows a 3 week refurbishment to introduce the brand’s bright new retail concept to one of its original stores.
The Guildford store upgrade forms part of Boux Avenue's continued investment in its physical retail estate, following a programme of new store openings and refurbishments throughout 2025 and 2026. The brand opened a new Manchester Arndale store in August 2025, before introducing its latest retail concept at a new site in Liverpool One in May 2025, a larger site in Manchester’s Trafford Centre for its Northern Flagship store in November 2025, followed by refitting its Southern Flagship store in Bluewater in March 2026.
Clean and contemporary, across the newly refitted Guildford store, customers will discover a new frontage design with improved sight lines, contemporary signage and enhanced digital displays. Inside, new eco lighting complements softer interior finishes and updated merchandising fixtures, maximising space and product visibility. The concierge area, adjacent to Boux Avenue's fitting suites with their personalised lighting options and call buttons, has also been refreshed with a semi-circular seating area, allowing friends and family to relax while customers enjoy the brand's complimentary expert bra fitting service.
Chief Design & Product Officer Zoe Price-Smith will officially reopen the store on Friday 28th August with a ribbon-cutting ceremony, welcoming customers as they discover Boux Avenue's refreshed Guildford store.
To celebrate the reopening, the first 50 customers who spend £50 or more will receive an exclusive Boux Avenue goody bag. Customers will also have the opportunity to personalise selected purchases at a complimentary embroidery station. Throughout Friday 28th and Saturday 29th August, Boux Avenue's team of expert bra fitting specialists will be available to help shoppers find their perfect fit, while customers can also enjoy complimentary refreshments, live music from a DJ, and Boux Avenue's Free Knicker with Matching Bra offer.* Customers can also enjoy complimentary embroidery in store on Friday from 12pm–6pm and Saturday from 10am–4pm, adding a personalised touch to their Boux Avenue purchases.
Customers visiting on opening day will be among the first to shop Boux Avenue's Autumn/Winter collection, including the romantic new Rococo Romance lingerie and nightwear collection alongside the luxurious Chocolate & Roses nightwear range.
Zoe Price-Smith, Chief Design & Product Officer, Boux Avenue says:
"We're delighted to welcome our customers back to our newly refurbished Guildford store and celebrate this exciting milestone with the local community. Our new retail concept has been designed to create a brighter, more contemporary shopping environment, making it even easier for "We're delighted to welcome our customers back to our newly refurbished Guildford store and celebrate this exciting milestone with the local community. Our new retail concept has been designed to create a brighter, more contemporary shopping environment, making it even easier for customers to discover our latest collections while enjoying the expert bra fitting service for which Boux Avenue is renowned. We're looking forward to officially reopening the store and welcoming customers back to celebrate this exciting new chapter for Guildford."
The Boux Avenue Guildford store is located in The Friary Centre, Guildford, with reopening celebrations taking place throughout the day on Friday 27th and Saturday 28th August.