Chapelfield, the Norwich shopping centre owned by Capital Shopping Centres (CSC), is introducing yet another new brand to its mix with the opening of Boux Avenue, the lingerie, swimwear and nightwear brand launched by Theo Paphitis in April 2011.

Paphitis will open his eleventh Boux Avenue store and the fifth in the CSC portfolio, with a 2,670 sq ft unit at unit 236 on the Upper Mall, adjacent to Superdrug and Levi’s. He already has stores in Lakeside, The Trafford Centre, St David’s and Metrocentre. The store, which is aimed at lingerie lovers looking for quality underwear at affordable prices, is due to open in late April 2012.

The arrival of Boux Avenue follows the launch of a 7,530 sq ft H&M Kids store last Autumn and the opening of Menkind and Trespass before Christmas. The Fragrance Shop and Baguette Station also opened towards the end of last year at Chapelfield.

Martin Breeden, Asset Management Director for CSC, said: “Boux Avenue is yet another example of an exciting new brand that we have introduced into Chapelfield over the last 18 months. Other recent debuts for the city at Chapelfield have included new stores for Superdry, Hollister, Apple, and Ark all of which have provided significant uplifts in footfall and sales and confirming that Chapelfield is the place to be.”

Theo Paphitis, Owner of Boux Avenue said: “I am really excited to be opening our eleventh Boux Avenue store at the Chapelfield centre in Norwich, in the same month we celebrate the brand’s first birthday. We have already brought the Boux Avenue shopping experience to lingerie lovers in four other CSC centres across the UK, where we’ve had an incredibly positive reaction. So we thought it was only fair to give shoppers in East Anglia the chance to experience the same excellent customer service and pleasing price points within our stunningly glamorous store environment.”

Chapelfield was represented by Francis Darrah and Lunson Mitchenall. Boux Avenue was represented by Briant Champion Long.