Boux Avenue unveils special nightwear collection for 'Galentine's Day'

By

Barbara Santamaria

Published
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.

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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.