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Boux Avenue hires Michael Kerr as first chief executive

Boux Avenue, the Theo Paphitis owned lingerie brand, has appointed Michael Kerr as its first chief executive.

FASHION

Boux Avenue hires Michael Kerr as first chief executive

Boux Avenue, the Theo Paphitis owned lingerie brand, has appointed Michael Kerr as its first chief executive.

Having worked for 35 years with Marks & Spencer in buying, selling and operational roles, Kerr’s previous experience includes leading the merchandising team for the lingerie category and, most recently, director of menswear and childrenswear.

Boux Avenue was founded by Paphitis in 2011 and Kerr has joined the business just days after the opening of its 30th UK store in Nottingham.

Paphitis said: “Boux Avenue is now a grown up business and ready to go to the next level. We’ve been busy investing in the business, having just opened our 30th store in the UK and bought our own freehold warehouse and distribution centre in Crewe. Alongside this our online business continues to grow. I am delighted to bring Michael on board at this pivotal time to continue our expansion and introduce new categories to enhance our growth.”

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