Derbion secures luxury lingerie brand, Boux Avenue.

Leading Midlands’ retail and leisure destination, Derbion, has announced that it is set to welcome another big name with the arrival of luxury lingerie brand, Boux Avenue.

Published on 22/08/2022

Located on Level 2, opposite Zara, Boux Avenue will offer an array of lingerie must - haves from your everyday styles, to beautifully detailed embroidery sets for that little something special. You will also find nightwear from glamorous satin pieces to the comfiest cotton pjs around, along with sumptuously soft loungewear to live in over the Christmas period. The 2000 sq ft store will provide an unrivaled bra fitting experience, including fitting suites that offer customers day, dusk and nighttime light settings.

Originally launched in 2011, Boux Avenue’s in-house design team is renowned for curating collections that flatter every curve, helping their customers feel confident, sexy, and empowered.

Work will begin on transforming the new Boux Avenue store at Derbion this October, with the doors set to open officially before Christmas.  

Zoe Price-Smith, Chief Design & Product Officer of Boux Avenue, commented:

"We are thrilled to be bringing the Boux Avenue experience to Derbion, just in time for the Christmas period! At Boux Avenue, we’re obsessed with fit and designing unique and innovative collections; so with the new store opening being our first in the Derbyshire area, we're looking forward to bringing our exceptional bra fitting experience and beautiful lingerie, nightwear, loungewear and more, to the Derbion shopper!".

Adam Tamsett, centre director of Derbion, commented: “We’re delighted to be expanding our women’s fashion offering once again with the addition of Boux Avenue later this year.

"Derbion’s fashion scene is going from strength to strength with the opening of Jack Wills, River Island set to open a brand-new store, H&M upsizing its space in-centre and Frasers due to open later this year.

"We know that having a variety of fashion and accessory stores is important to our customers, so we’re committed to bringing brands to Derbion that we know our shoppers will love."

For more information on Boux Avenue, visit, and for more information on Derbion, head to 

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Derbion offers a very attractive and high-quality environment, home to over 150 brands, including Next, Zara, H&M, M&S, Hobbs, Hugo Boss, Whistles and Lush.

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Derbion secures luxury lingerie brand, Boux Avenue.

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