New lingerie chain? I’m in, says Theo

Posted: November 30, 2010

Dragons’ Den investor Theo Paphitis, who is famous for asking would-be entrepreneurs ‘You expect me to risk my children’s inheritance on that?’, is launching a new chain of lingerie stores called Boux Avenue.

Around 30 stores are expected to open in shopping centres around the UK, starting in March 2011, pitting the new firm up against La Senza, the lingerie chain Paphitis used to own.

Paphitis said of the new venture: “I know that Boux Avenue will offer a fantastic lingerie and nightwear shopping experience for women who are looking for something truly special. This is what women want and will now have, both online and in retail stores nationwide. Boux Avenue will provide outstanding service and a superior fit for all women in a beautiful online and retail environment. I am delighted to be at the forefront of what I believe to be one of the most innovative and exciting lingerie launches.”

Consumers who register their interest in the new business at www.bouxavenue.com will be put in a prize draw to win 2,000 x £10 vouchers. The progress of the new venture can also be followed on the site via the ‘Backstage with Miss B’ blog.

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