Dragons’ Den entrepreneur Theo Paphitis has said that his new lingerie range will be launched under the name Boux Avenue. The mid market brand will be launched at Shopping centres including the Trafford in Manchester. The brand will be up against La Senza, which Paphitis used to own, as well as Marks and Spencer and department stores.
Paphitis told Retail Week: “I’m dead proud of it. The product, the brand, the marketing concept. It’s fresh. We’re launching in one of the most uncertain times in living memory, but I’m a long term player.” The retailer is expecting to open 30 shops starting from next March. Bras will be priced at up to £34.