Boux Avenue has signed three more stores as the Theo Paphitis-owned lingerie chain expands across the UK.

Shops will open in Westfield London and Birmingham’s Bull Ring by the end of March. A store in the Chapelfield centre in Norwich will open by the end of April. The three openings will bring the total to 11 stores.

The retailer is also “well advanced” with plans to open a further seven outlets this year.

Boux Avenue opened its first stores in April last year, aiming to provide consumers with a mid market alternative to Marks&Spencer, which has a market leading share of the UK lingerie market.

Paphitis, former owner of collapsed rival La Senza, said: “Our Christmas trading levels reflected the enormous enthusiasm with which shoppers have greeted the new Boux Avenue offer, and we are now looking to roll out stores in other key UK locations”. 

Property agent Briant Champion Long acts for the retailer.

Briant Champion Long Dan Simms said: “Despite some difficulties elsewhere in the lingerie retail sector, Boux Avenue is proving that there is strong demand for high quality products at competitive prices. “