A NATIONWIDE lingerie chain has opened the doors to its new larger, relocated store at the Metrocentre.

Boux Avenue, which has had a presence at the Gateshead shopping centre for 11 years, has come ‘down to earth’, transferring to much ‘roomier’ premises on the complex’s lower mall.

The new store has opened in time for the brand to display its latest seasonal summer collection, including a range of swimwear and lingerie in various shapes and styles.

It also began life in its new location with a free festival towel offer for customers spending £50 or more.

The London-based chain is among the business portfolio of retail magnate Theo Paphitis, of Dragon’s Den fame.

He launched the Boux brand in March 2011 and it now boasts 28 UK stores, including the Metrocentre branch.

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Following the recent opening, a company spokesperson said: “We’ve enjoyed a successful relationship with the Metrocentre for the past 11 years and are exited to launch our new store during this exiting time for the centre, along with all of their upcoming updates and developments.

The Northern Echo: A glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTREA glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTRE

The Northern Echo: A glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTREA glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTRE

The Northern Echo: A glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTREA glimpse at some of the new range of swimwear available at the relocated Boux Avenue store, at the Metrocentre Picture: METROCENTRE

“We’re looking forward to welcoming customers to our new store.

“Customers will be inspired by our latest summer collection with a key focus on fit, with lingerie and swimwear available in cup sizes up to a G cup, as well as unique shapes and styles across the whole collection.”

It features exclusively designed embroidery and “trending” colour options, while the store is also said to offer an expert fitting experience.

The store, open from 9am to 9pm, between Monday and Friday, to 7pm on a Saturday and from 11am to 5pm on Sunday, can be contacted via metrocentre@bouxavenue.com, or by ringing 0191-460 7943.

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