Boux Avenue Aberdeen Store Launch

With all the organising involved with Conor’s 1st Birthday Party, I completely forgot to share the pics with you from the launch of the new Boux Avenue store in Aberdeen. I’ve always felt that Aberdeen could do with a proper stand alone lingerie store that’s easily accessible and at the right price range. I had heard of the brand in the past but I wasn’t too familiar with what they had to offer, so I was keen to check out the products on the launch day!

The Boux Avenue store is situated at the bottom of the escalators in Union Square shopping centre. The shop front is simply and clean looking and as you walk into the store, you immediately notice the airy, stylish shop floor layout. Firstly, it has good air con which for me is a must because I’m not going to hang around for long in a shop that’s hot and claustrophobic. It has a high ceiling with really top quality fixtures and fittings and it definitely has a Jo Malone-esque feel to the decor.

All of the lingerie is nicely spaced and there’s not too much on show, so it’s easy to see everything – I’m not a fan of rummaging through clothes to find what I’m looking for. Further bra sizes are organised into drawers below the display so you can look for your size there rather than having to call upon a shop assistant (particularly handy when the shop is very busy). It’s immediately obvious that they want this to be a luxury boutique-style shopping experience. This is carried through to the spacious, chic and luxurious fitting rooms which come complete with a service button and three light settings – Day, Dusk and Night. This allows you to see the underwear in more flattering light than the stark, artificial lighting usually provided in these scenarios. I mean, who wants to see their cellulite in all it’s glory staring back at them from a fitting room mirror. Not me anyway! Oh and the carpets they have in the fitting rooms are so plush, you’re actually tempted to lie down and rub your face on it! I refrained obviously.

There was a really lovely mix of practical, everyday underwear, supportive garments and then the all-out glamour of underwear that’s made to be seen by someone…if you get my meaning. I tried on one of the more glam sets and I have to say I was extremely impressed by the fit. It’s not easy to get a nice bra when you have a 34E chest because more often than not it’s either lacking in the support or looks area. Their larger cup sized lingerie is both feminine AND practical which is quite rare. I also found the price point was pretty good too.

Above: Myself, Ashly & Amey enjoying the press launch morning!

They also do a line of nightwear – both the comfy pyjama kind and the sexy, slinky nightdress kind. The only thing I was disappointed by on the day was the fact that Satin was used instead of silk. For the price of some of them (approx £45), I would have expected silk rather than 100% polyester. I feel that the price point was too inflated for what it was.

The store also carries a line of body care, perfumes and candles which have nice, simple, chic packaging and you can tell a lot of thought has gone into how they market themselves. I liked all of the decor touches around the store such as shabby chic dressers, fresh flowers and polished floors. It gave the whole store a lovely feel and the friendliness of the staff was also duly noted. The attitude of the staff makes such a huge difference to your shopping experience and the girls here were so welcoming and keen to help you.

I did notice that many of their styles had really pretty detailing and personally, I think nice lingerie is all in the little details. They all felt well made and sturdy which is pretty much what you want from an over-the-shoulder-boulder-holder! They also have some really lovely retro-style swimwear which is definitely worth checking out.

All in all I came away from the press launch with a shopping list, a really good impression of the staff and an even better impression of the decor, amazing fitting rooms and overall feel of the shop. You can tell that a lot of thought has gone into how it’s been laid out and designed. A lot of the best points are so simple but so many high street stores get it wrong. It ticks all the boxes for me. I definitely saw quite a few styles I’d like to pick up in their current sale – I do love a bargain!

For a look at more styles and to take advantage of the 70% off sale at the moment, go check the Boux Avenue website here.