Axia Gaitskell-Kendrick
Marketing Director, Boux Avenue
[LinkedIn Profile](http://www.linkedin.com/in/axiagaitskellkendrick)
Executive Summary
Axia Gaitskell-Kendrick is the Marketing Director at Boux Avenue, a prominent UK-based retailer specializing in lingerie, nightwear, swimwear, loungewear, and accessories. She is responsible for managing the brand’s ecommerce strategy, overseeing agencies and internal teams, and leading the execution of major marketing campaigns. Axia joined Boux Avenue in December 2023 and brings an extensive background in business and marketing, with prior leadership experience in similar roles within the retail, fashion, and cosmetics sector. She holds a degree from the University of Birmingham.
Professional Profile
Current Role: Marketing Director, Boux Avenue
- Tenure: Joined December 2023
- Key Responsibilities:
- Leadership of Ecommerce Strategy: Drives digital transformation and online growth initiatives.
- Agency and Team Management: Oversees integrated marketing teams and third-party agencies to deliver cohesive campaigns.
- Brand Development: Positions Boux Avenue as a trend-leading lingerie and lifestyle brand.
- Multi-Channel Campaigns: Specializes in digital, retail, and experiential marketing activities.
- Notable Initiative: Credited as the Creative Director behind a recent high-profile campaign (January 2025), indicating hands-on involvement in both creative and commercial aspects of marketing.
Previous Experience
- Virgin Cosmetics Ltd.
- Osprey London / Graeme Ellisdon Ltd.
- SA Ltd.
- Expertise developed in: Blogging, Public Relations, Fashion Marketing, Marketing Communications. This diverse skill set supports a data-driven and creative marketing leadership style.
Education
- University of Birmingham
- Focus: Business and Marketing disciplines, contributing to a strong foundation in data analysis, strategic management, and commercial optimization.
Boux Avenue: Company Overview
- Business Model: Large-scale retailer offering lingerie, nightwear, swimwear, loungewear, gifts, and accessories.
- Operational Scale:
- Employees: 580
- Directors: 5
- Size: Large
- Established: 2010 (15+ years in operation)
- Financials:
- Annual Turnover: £59.9 million
- Total Assets: £27.06 million
- Cash in Bank: £1.43 million
- Total Liabilities: -£133.35 million
- Locations: Operations across more than 30 retail addresses in the UK.
- Digital Footprint: Significant presence on LinkedIn and other social platforms, indicating a digital-first marketing approach.
Senior Management Team Highlights:
- Richard Allen: Chief Financial Officer
- Debby Duckett: Buying Director
- Zoe Price-Smith: Design Director
- Other digital, commercial, and operations leaders are established, supporting collaborative cross-functional initiatives.
Competitors:
- River Island (multi-category fashion retailer)
- Peacocks (value-led fashion retailer)
Company Status:
- Active company under Boux Avenue Limited, with robust multichannel capabilities and an established brand identity in the UK market.
Professional Characteristics and Insights
- Leadership Approach: Axia Gaitskell-Kendrick is recognized for cultivating an empowering environment and encouraging proactive idea generation. She is quoted in company literature as supportive of entrepreneurial thinking: “If you’ve got a great idea, the attitude here is very much 'Let’s do it!' and that’s hugely empowering for everyone.”
- Experience with Digital and Experiential Marketing: Her professional history demonstrates a strong emphasis on blending digital marketing innovation with retail experience.
- Industry Recognition: Has public-facing campaign credits and visibility within both traditional and digital media channels, signaling strong personal brand and engagement with industry influencers.
- Key Skills: Strategic planning, brand management, digital marketing, agency collaboration, public relations, fashion industry expertise.
Locations and Key Contacts
- Main Website: [bouxavenue.com](https://www.bouxavenue.com)
- Head Office (sample location):
Unit L87, Lower Mall, Merry Hill, DY5 1QX
Contact: 01384 483799
(Numerous other UK retail and office locations)
Additional Professional Details
- Other Directorships: Holds several business appointments, reflecting a breadth of commercial and management experience (linked to roles at BLACK AND RED MARKETING UNLIMITED and SOFTWARE ASSOCIATES LIMITED).
- Social Media Engagement: Frequently cited in Boux Avenue’s online campaigns and industry news, underpinning her role as a visible leader in brand storytelling.
Key Takeaways
Axia Gaitskell-Kendrick provides strategic and operational leadership to Boux Avenue’s marketing efforts, with a career shaped by senior roles in fashion and cosmetics retail. Her direction focuses on integrated digital and omnichannel strategies, aligning with Boux Avenue’s growth and evolving consumer engagement priorities. The company itself is financially substantial, with strong brand recognition and a continuous commitment to innovation in women's fashion retail.
