Boux Avenue Store And Fitting Review

7 May

Being a lingerie blogger is as fun as it sounds. Not only do I get to obsess over cutesie frilly lacey silky smalls – or in my case larges! But I am also privileged to be friends with some of the most amazing crazy women on the planet! The other day I got to combine those amazing aspects in the shape of an Eveden press event (blog post to come soon) followed by a cheery store visit and fitting challenge with fellow busty buddies Cheryl and Becky. The store we had in mind was Boux Avenue. Marks and Spencers were, as ever, fully booked with poor women who were getting terrible fittings, and Rigby and Peller could barely be bothered to acknowledge us, let alone go to the trouble of fitting us. So Boux it was!
For those who don’t know anything about the brand…you are in a very similar position to me up until a few days ago! Click here to learn a little more about them.

The Boux Avenue that we visited was in Westfields and has replaced the La Senza that closed down. I must admit that when I walked into the store I was in awe. It had a similar layout to La Senza but it felt like there was so much more choice; drawers filled and tables strewn with underwear in every colour and style. It was fairly busy in store and yet myself, Cheryl and Becky were all able to get a changing room and a promise of a fitting straight away, ushered in by a smiling sales assistant. The changing rooms were gorgeous. Soft carpets and the options of three different lighting levels- no garish unflattering glows! All three of us were wearing bras that were not our usual sizes to make the fitting as authentic as possible. Ironically, being a generous cupped firm band creation, my hastily grabbed 38G strapless Deco fit me rather well! However, as we all know, no two bras can and will fit the same. My fitter was very friendly and pleasant and made me feel at ease. When she produced a tape measure I did flinch a little bit, however, I don’t think the use of tape measure is all that bad as long as it is only used as a starting point and not to produce sizes that are set in stone. She asked what size I had on and noted that the fit was pretty good. She then measured my under bust very tightly, telling me to stop sucking in! I started to feel hopeful – snug measuring is a good sign. I was then informed that my under bust measured 87/88cm. She produced a credit card sized card and showed me how that meant I would be a 40 band, sometimes 38. She estimated that I was more likely to be a 40FF than a 38G. Some moments later she returned with armfuls of gorgeous bras. She left as I tried them on and came back to assess the fit and explain to me how bras should fit. I was impressed by what she said and the fact that she told me rather than just fitting me. She explained that the under wire should encase me fully all the way under my armpit, but not dig in. The band should be horizontal and not too tight. I should be completely encased in the cups and that I should be able to comfortably fit two fingers under the shoulder straps. When I played dumb about why I would be a 40FF yet also a 38G she took time to tell and show me how cup and back sizes work, but not as thoroughly as I would have liked – for example she could have explained how the cup size was how much bigger the bust was in proportion to the back, hence why a larger woman with large ish breasts can still only be a D cup or so, and a small woman with large breasts can be an F cup, for example. I guess Bravissimo have spoiled me with their excellent, understanding and knowledgable fitters, but I do believe that, as with cars, bras need to be explained in full. She also told me that the central gore should lie in the centre of my breasts. Playing Devil’s Advocate I pretended I understood her and nodded, pointing to my bra, the central gore sitting in the middle…on top of my boobs! She said that was fine – and I started to get all the more worried! She brought me a lot of bras, always checking that they weren’t too tight and that I understood the fit. But then she was also telling me that in some 40 back bras I should wear the bra on the tightest hook. She didn’t explain the real reason for the three hooks and eyes on a back band – how they are necessary for when the bra gets worn in and feels looser. All the while she remained chatty and helpful which I really liked, despite the gaping holes in her fitting knowledge. I was informed that Boux Avenue made bras that went up to an H cup – then laughingly told how I would never need one of those! All I could think of were the two bras in my handbag – a 34J Freya bra that I had been fitted into hours before, and my 38HH Ewa Michalak bra. Boux Avenue bras do come up pretty snug in the band and I do accept that I was probably a 38 band in a lot of the styles, but the fact that the central gore and underwire sat ON my breast could only mean one thing – the cups were too small. I almost felt like they didn’t have much in the way of 38GG/H bras, hence why I was not given any to try on. That, or my fitter was truly convinced by the fit of the bras she deemed perfect on me.

Boux do make some amazing bras at fantastic prices, if ONLY they fully embraced the sub 34 band women and brushed up on their fitting advice. They have all the tools to be a really wonderful brand with an excellent fitting service, but putting Cheryl and Becky in such disastrous sizes is unforgivable. They are a new ish brand and I hope they do evolve to become a reputable trusted high street store. Unfortunately from what I experienced I have to conclude that they replaced La Senza not only in location, but also in terms of overall poor fitting techniques.

15 Responses to “Boux Avenue Store And Fitting Review”

  1. karen May 7, 2012 at 12.53 #

    What a shame about the fitting. I looked on their site and they do have some lovely bras, but if you click on the pictures, you can see that they always fasten on the tightest hook, even on the models. I think you need to get in touch and educate them!

  2. juliaschrank May 7, 2012 at 12.53 #

    Hello, Georgina! I’ve been an avid lurker for a long time, but this post about the horrors of high street bra fitting inspired me to finally ask a question! (I’m guessing there’s a better place to ask you, but I figured I should at least give it a shot!)

    So, when I was young, my mum was my bra fitter. She insisted that I wore a US 36D even though my band was practically up to my shoulders, my cleavage was up to my chin, and the gore was, well, goring into me!

    Once I went away to school, I seized the opportunity to actually get a decent fitting. I went to a little bra shop nearby, and they fitted me with a 30GG Freya Taylor bra.

    This bra, along with my 30FF Deco, look awesome, but things are still not perfect– my back still hurts constantly, and I spend an embarrassing amount of time lying down with a pillow under my sore ribcage.

    Does this mean that I am STILL not fitted properly? According to any and all of your guidelines, my bras seem to fit, but I am still in great pain, and it prevents me from partaking in favorite activities like hiking and swimming!

    Any pointers or guidance that you can provide would be much appreciated.

    • fullerfigurefullerbust May 10, 2012 at 12.53 #

      Hey :)
      So where is the problem? Just your ribcage? What about other sizes and brands and styles?x

      • Julia May 10, 2012 at 12.53 #

        Thanks so much for the reply!

        The pain affects my ribcage and my shoulders. I have tried one other brand, Panache, but I very quickly outgrew that (lovely!) piece.

        I tend to go for seamless cups and plunge cuts because that seems to work the best with the largest gamut of my clothing. Could this be the issue? I just find many other seamed, full-coverage styles to be so….unflattering!

  3. Julia May 7, 2012 at 12.53 #

    Hello, Georgina! I’ve been an avid lurker for a long time, but this post about the horrors of high street bra fitting inspired me to finally ask a question! (I’m guessing there’s a better place to ask you, but I figured I should at least give it a shot!)

    So, when I was young, my mum was my bra fitter. She insisted that I wore a US 36D even though my band was practically up to my shoulders, my cleavage was up to my chin, and the gore was, well, goring into me!

    Once I went away to school, I seized the opportunity to actually get a decent fitting. I went to a little bra shop nearby, and they fitted me with a 30GG Freya Taylor bra.

    This bra, along with my 30FF Deco, look awesome, but things are still not perfect– my back still hurts constantly, and I spend an embarrassing amount of time lying down with a pillow under my sore ribcage.

    Does this mean that I am STILL not fitted properly? According to any and all of your guidelines, my bras seem to fit, but I am still in great pain, and it prevents me from partaking in favorite activities like hiking and swimming!

    Any pointers or guidance that you can provide would be much appreciated.

  4. questfortheperfectbra May 7, 2012 at 12.53 #

    I checked out the website… gorgeous items. But they keep listing models as 32Es when none of them look any bigger than a 28 band. That not a good sign.

    And the bra that they “fit” you in is nice, but it’s obviously a terrible fit! You’re lovely and it’s a shame to see you in such an ill-fitting bra!

  5. lorkas May 7, 2012 at 12.53 #

    Interesting (or horrifying) that the fitter seemed to know theory but not what it should look like IRL. That’s almost like reading something in a book and then only repeat it in an exam but not be able to put the knowledge into practice.

  6. AMB May 7, 2012 at 12.53 #

    Oh no! And it seemed so promising! Any one who has ever seen a pair of breasts must know that is a horrible fit :o My goodness! I also read about Becky being fitted into a 36 on her 30 frame! Seems like the fitter studied the lines, but didn’t really take notice.. I would have had a hard time keeping a straight face for that!

  7. Boux Avenue (@BouxAvenue) May 8, 2012 at 12.53 #

    Hi Georgina,

    I’ve just read your and investinyourchest’s blog review of your Boux Avenue bra fitting at Westfield. While I’m so pleased to hear you loved the store, bras and friendly service, I’m really disappointed to hear that your fitting wasn’t up to our usual high standards. We really value your opinions and hearing your feedback so thank you for bringing this to our attention. I want you to know that we’ve taken your review very seriously and we’re currently looking into why this has happened. Please leave this with me and I will get back to you with some answers,

    Thanks,
    Miss B x

  8. Claire May 8, 2012 at 12.53 #

    Wow! What a shame indeed! Bra fitting is such a minefield- I think I can speak for all your blog followers when I say that thank goodness we have you to help !!!

  9. Nicola May 8, 2012 at 12.53 #

    Is this brand bought out by the same people behind La Senza? (I have been out the country and heard something about la senza going into administration) The bras look very similar to stuff I tried on a long time ago and know even the bigger sizes just not going to be right. I would rather pay just the little extra money and buy freya bras. x

  10. Lily February 26, 2014 at 12.53 #

    Hello!

    So, i’ve known about Boux Avenue for a while, and the first time I had a fitting about maybe 2 years ago, the store was beautiful, the range of bra was great! and the fitting service was wonderful, everything explained in full. Customer service was excellent! Loved it!

    Unfortunately because they only have one store in London, I don’t really go the West London Westfield because it’s an unnecessary trek. So as I was in the area recently (last week), i thought i’d pop into Boux Avenue to buy some new undies!

    The store was immaculate as per usual. Fully stocked in all the sizes i needed. However, despite the store being fairly empty (perhaps 5 other customers two in the fitting room, three on the shopfloor), which by the size of the store, isnt that busy, the customer service was very poor.

    While I was acknowledged within seconds of entering the store, as I was struggling to look through drawers and hanging rails for my size – I’m very short, so reaching to the back of a rail is difficult, and I had an enormous amount of shopping bags on me – none of the sales assistants offered to help me, unlike my previous experience at Boux Avenue where everyone was very hands on.

    Finally, I had all the bras that I wanted to try on, and approached the fitting room. there were already two customers in the fitting room, but no sales assistant to be seen there. So I waited, because I thought that (like my previous experience) the lady would ask me if ive been here before, and then show me to the fitting room and explain the lighting options and ask if i need assistance. Oh how wrong i was! She just told me to go straight through.

    I think that Boux Avenues style and range of bras are lovely. For me, the fit was great! So I was thinking I would buy them. I walked out of the fitting room, and once again, there was no sales assistant. So I just left the bras, and left the store.

    Instead, i made my purchases online after knowing what i wanted. Frankly i’m appalled by the lack of customer service i received. To me, when essential products (like bras – because us big boobies know we cant live without them!) are so highly priced, i expect good quality products AND service in store. because I feel like it’s really worth my purchase if my shopping experience is made easy.

    I will purchase more items from Boux Avenue in the future, just might not always be in store. I expect consistently good customer service in a store which isnt very busy, which is fully staffed. There was definitely no shortage of staff when i went in! I’m sick and tired of bad customer service in UK retail.

    • fullerfigurefullerbust February 26, 2014 at 12.53 #

      Oh what a shame :(

Trackbacks/Pingbacks

  1. A return to Boux | Invest In Your Chest – A Lingerie Blog - May 28, 2012

    [...] Some of you may have read my recent post which told the sad tale of my experience in Boux Avenue’s fitting rooms, and an even more horrific tale of FullerFigureFullerBust’s 36H boobs in a silky 40FF bra. [...]

  2. A tale of two fittings: Boux Avenue vs. Panache | Invest In Your Chest – A Lingerie Blog - June 2, 2012

    [...] Boux Avenue. If you’ve been reading my blog for the past few weeks you might have seen how Fuller Figure Fuller Bust’s Georgina, Becky and I went to go test out the brand’s new store in Westfields, London, as well as [...]

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