Theo Paphitis opens first Boux Avenue lingerie stores
Theo Paphitis is personally opening his first six Boux Avenue lingerie stores across the UK during the first week of April.
The Dragon’s Den star cut the ribbon at the Glasgow store in Buchanan Galleries on Friday 1 April before heading south for Saturday’s openings at the Trafford Centre, Manchester, and Meadowhall, Sheffield. Bluewater in Kent followed on Sunday, with further openings planned at the St David’s Centre in Cardiff on Wednesday and Lakeside in Essex on Friday.
Paphitis is opening in competition with lingerie brand La Senza which he previously owned but sold to private equity group Lion Capital for £100 million in 2006. He returned to the board of La Senza in 2009 and was reportedly interested in buying back the brand before deciding to set up his new lingerie company instead.
Boux Avenue is also selling its products on-line at www.bouxavenue.com. Its range includes lingerie, nightwear, swimwear, and home and beauty products. Orders placed on-line can be collected from in-store “concierge desks” as well as being delivered by post.
The store designs take inspiration from the Art Deco era and use a monochrome colour palette. The company says that further store openings are planned for this year.
