Boux Avenue

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Boux Avenue Ltd.
Industry Retail
Founded 2011
Products Lingerie

Boux Avenue Ltd. is a chain of lingerie stores based in the United Kingdom. The chain is owned by entrepreneur Theo Paphitis,[1] best known for his regular appearances on the BBC business programme Dragons' Den and as former chairman of Millwall FC. Boux Avenue launched in the spring of 2011 initially opening six stores across the United Kingdom. All the stores are located in shopping centres across the region, including Bluewater (Kent), Lakeside (Essex), St. Davids (Cardiff), Trafford Centre (Manchester), Meadowhall Centre (Sheffield) and Buchanan Galleries (Glasgow). In March 2012, a seventh store in Birmingham's Bullring opened. In September 2014, an eighth store opened in Brighton's Churchill Square shopping centre opened. Model Jacqui Ainsley has been recruited to be the face of the brand.[2]

The name Boux Avenue was inspired by a French waitress who served Paphitis when holidaying with his family in France.[3]

The store boasts an original selling layout for the UK shopper by displaying the majority of its products in drawers as opposed to hanging rails and stands; a similar manner to American lingerie brand Victoria’s Secret.

External links[edit]


  1. ^ Ryan, John (14 April 2011). "Putting Theo-ry into practice". Retail Week. Retrieved 28 November 2012. 
  2. ^ "Jacqui Ainsley puts the 'Oooh' in Boux Avenue as she launches lingerie range with Theo Paphitis - Mail Online". 11 April 2011. Retrieved 28 November 2012. 
  3. ^ "About Boux Avenue". 22 February 1999. Retrieved 28 November 2012.