Q&A: Boux Avenue chief product officer on design, innovation and never fearing the competition

By Chloe Mills14 February 2025

As the calendar flips to February 14th, lingerie specialist Boux Avenue hits another of its annual peaks. Chief design and product officer Zoe Price-Smith sat down with Retail Week to discuss lingerie trends, the importance of competitors and third-party partners alike, why innovation is key and what’s next for the brand in 2025

First founded in 2011 and owned today by entrepreneur Theo Paphitis, Boux Avenue is a specialist retailer offering a range of lingerie, nightwear, loungewear, sportswear and swimwear to shoppers. Designed bespokely in-house in London, Boux Avenue offers lingerie in sizes ranging from a 28A to a 40G and from UK sizes six to 18.

Q&A: Boux Avenue chief product officer on design, innovation and never fearing the competition

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