Theo Paphitis launches Boux Avenue
Published: 31 March, 2011
The launch of Boux Avenue, Dragon’s Den entrepreneur Theo Paphitis’s new lingerie brand, took place last night at Sketch, Mayfair, ahead of the opening of the first flush of stores in six shopping centres between tomorrow and April 8th.
Boux Avenue will offer a wide range of lingerie in sizes from 30A to 40G initially and later all the way to K, at affordable prices and in high quality, boutique-feel shopfits.
The website www.bouxavenue.com will go live tomorrow along with the opening of the first store at Buchanan Galleries in Glasgow. Further stores will open at Trafford Centre, Manchester, and Meadowhall, Sheffield, on Saturday, Bluewater, Kent on Sunday, St David’s, Cardiff on April 6th and Lakeside, Essex on April 8th.
The brand will open approximately two stores per month from then on, until the initial roll-out programme is met.
Speaking at the launch, Theo Paphitis – who owned stakes in both Contessa and La Senza before he sold them in 2006 - said: “This was always going to be a multi-channel platform. Boux Avenue isn’t so much a chain of stores with a website but a website with stores.”
Paphitis also spoke of a focus on excellent customer service. “If we don’t have your size in store, we will deliver it free of charge to your door the following day,” he said.
