Boux Avenue launches first athleisure offer as searches surge

By

Sandra Halliday

Published
Mar 15, 2021

Continuing its strategy of responding to current trends, lingerie specialist Boux Avenue has launched its first athleisure collection, for SS21. It’s a gym-to-street (or perhaps more accurately during lockdown a home gym-to-street) offer of sweatshirts, hoodies and joggers under the Boux Sport umbrella.

The company said the launch comes after oversized hoodie searches have risen 342% year-on-year. And while searches for joggers haven’t risen quite so much, they’re still up 73%, while sweatshirt searches have risen 55%.

The pieces are designed “for rest day, or layering over your favourite activewear”. And the “super soft sweats collection [is] designed in a heavyweight sweat fabric for the ultimate comfort,” the company said.

As mentioned, Boux Avenue has become increasingly responsive to trends in recent periods as the way consumers dress has changed quickly during the pandemic. 

With that in mind, it’s also heavily promoting its 'PJs in a Bag' sets. It said it sold three of these every minute before Christmas and search activity seems to have continued strongly.

The company said Google search data shows searches for pyjamas are up 46% and with searches for ‘summer clothes’ up 99%, it sees a strong opportunity to sell new-season PJs.