Theo Paphitis launches Boux Avenue

by Katie on April 5, 2011

Entrepreneur and businessman, Theo Paphitis, of La Senza and more commonly “Dragon’s Den” fame, has launched his latest online and retail venture, Boux Avenue, which promises to be “an amazing lingerie and nightwear shopping experience for women who are are looking for something truly special.” 

And launch it in spectacular style he did, at an A list party at London’s Sketch restaurant with champagne, cocktails, canapes, fortune tellers, tableaux vivantes, glam model string quartets and Burlesque shows – all in the same night! 

Paphitis’ team cleverly chose Jacqui Ainsley (the new squeeze of Guy Ritchie) as the face of the new brand, who only just announced that she didn’t realise she was pregnant on the Boux Avenue photo shoot, means that the label is already grabbing the headlines.
It’s a canny move for Paphitis following his involvement with La Senza which he sold to a private equity group for £100 million in 2006 and then, following this, was in talks to buy back a majority share of the latter brand as late as 2009.
Paphitis knows that the high street and online world is both controlled by niche designer lingerie brands with high appeal but low market share (small fry for the most part) and the UK high street offer which comprises Marks and Spencer, La Senza and for those willing and bold enough to cross the threshold twice a year or so, Ann Summers.  (This of course discounts USA’s phenomenal success, “Victoria’s Secrets”). 
Paphitis is an informed man and only bets on sure fire wins.  Picking up on the gap in the market is Boux Avenue which places an unrivalled emphasis on detail and fit, an inclusive size range (from 30A to 40G and later, all the way up to K) and outstanding service – all elements that the British high street consumer demands regarding functionality with fashionability, fit, sexiness (not sluttiness) and, of course, affordability. 
Boux Avenue is all about making beautiful and exquisite lingerie accessible to the every woman. From everyday bras, to seductive chemises and playful teddies to frilly knickers, the initial collection focuses on three key stories Vintage Garden Party, Burlesque Boudoir and Body Language with loungewear and nightwear complimenting each story. 

The fact that the emphasis is on fit as well as everyday functionality and sexiness means that the choice is wide.  Check it out here or at stores in Bluewater, Trafford Centre, Manchester, Meadowhall, Sheffield and Glasgow’s Buchanan Galleries.

So what do you think of Boux Avenue, the venture and the launch?  Please leave a comment in the box below.
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Anonymous January 3, 2013 at 12:42 am

Absolutely love the underwear wont buy anywhere else. Having wide boobs can be such a struggle but in boux avenue have found the comfiest but gorgeous, sexy bra that doesn’t even feel like I’m wearing one. No worrying about them not fitting in bra either

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