about us

About Us Founded in April 2011, Boux Avenue is a London-based lingerie brand with a simple mission: to create pieces that make you feel confident, comfortable, and utterly yourself. From everyday essentials to special-occasion styles, we design lingerie, sleepwear, swimwear, and more—all with your shape, your style, and your life in mind. Our in-house design team works right here in London, crafting collections that celebrate every curve. Whether it’s intricate lace, delicate embroidery, or luxuriously soft fabrics, every detail is chosen with care—because you deserve to feel as good as you look. With sizes ranging from 28–40 (A–G cup) in lingerie and 6–18 in nightwear, our goal is to empower you, no matter your body or personal aesthetic. You’re at the heart of everything we do. Your feedback shapes our designs, your style inspires our launches, and your confidence fuels our passion. We believe lingerie isn’t just about how it looks—it’s about how it makes you feel. And we’re here to make sure that feeling is always extraordinary. Shopping with Boux Avenue means easy access to the latest drops, expertly curated edits, and thoughtful touches like complimentary gift wrapping and intuitive fit guidance. Whether you’re browsing online or visiting one of our UK stores, you’ll find a seamless, personalized experience designed around you—including dreamy fitting suites with adjustable lighting to match any mood. We’re more than a brand—we’re a community. Join thousands who share their #MyBoux moments, tag us in their favorite looks, and remind us daily why we love what we do. Because when you feel beautiful, we all do.