Boux Avenue, which sells women’s lingerie, swimwear and nightwear, reopened at the Sheffield mall on Saturday as part of a phased comeback of its branches across the country. Prices have been cut on some items by up to 70 per cent – however, social distancing restrictions remain in force. Boux Avenue’s changing rooms and bra fitting service are not being offered until further notice, but specialists will be on hand to consult with customers on finding the best bra for them. “The safety and confidence of our customers is always our number one priority, so our colleagues have been working hard behind-the-scenes to ensure that rigorous safety measures are in place,” a spokeswoman said. “Like many retailers, we are facing a ‘new normal’ in terms of how our stores operate, and we are confident that with the high level of expertise and specialist experience of our store colleagues, we’ll continue to offer our excellent standards of customer service.” The Meadowhall store has been remodelled – measures include a cap on the number of customers allowed in store at any one time; extra floor markings and signs reminding people to keep their distance; encouraging the use of contactless payments where possible; increased frequency of cleaning and sanitising, and perspex screens at till points. Returned goods will be quarantined for up to 72 hours and staff have been given PPE such as masks and gloves to use. Boux Avenue is owned by Dragons’ Den star Theo Paphitis, who set up the chain in 2011 and has expanded it to 31 shops. Paphitis’ retail empire also encompasses stationer Ryman and the Robert Dyas homewares outlets – Boux Avenue is named after a waitress Paphitis met while holidaying in France with his family. The brand has just launched its first 'unretouched’ lingerie campaign, which the company says encourages customers to ‘celebrate themselves and embrace their confidence’. Editor's message: Thank you for reading this story. The dramatic events of 2020 are having a major impact on our advertisers and thus our revenues. The Star is more reliant than ever on you taking out a digital subscription to support our journalism. You can subscribe here – www.thestar.co.uk/subscriptions – for unlimited access to Sheffield news and information online. Every subscription helps us continue providing trusted, local journalism and campaign on your behalf for our city.