Boux Avenue unveils special nightwear collection for 'Galentine's Day'
today Feb 11, 2019
In addition to launching a Valentine’s Day campaign, lingerie brand Boux Avenue is launching a range of novelty nightwear to celebrate 'Galentine's Day' as online searches for the new tradition rise by 400%.
An increasingly popular holiday, Galentine’s Day is focused on celebrating female friendship, and is celebrated a day before Valentine’s Day on February 13.
“With the increasing popularity of Galentine’s Day in mind, we made sure to include a Galentine’s-focused edit of fun novelty pyjamas and sleep tees in our nightwear range,” says Anna Rogoza, head of buying at Boux Avenue.
Unlike the Valentine’s Day range, which offers lacy lingerie sets, suspenders and stockings, the Galentine’s Day collection includes matching BFF heart PJs and fluffy slider slippers. Prices range from £10 for a Heart or Kiss print cami and knicker set to £40 for a satin short pyjama set, coming in three colours.
Boux Avenue said the new celebration reflects a decline in Valentine’s Day participants, with searches for the term ‘Valentine’s Day’ falling by 55% in the last three years, according to research collated by the brand.
Additionally, research has shown that just 3.5% of consumers treat themselves for Valentine’s Day.
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