Boux Avenue

Boux Avenue is a British lingerie retailer launched in 2011 and listed by Wikipedia as owned and chaired by Theo Paphitis. It sells lingerie through shopping centre stores and online.

What is Boux Avenue?

Boux Avenue is a UK lingerie brand and retailer. According to Wikipedia, it launched in spring 2011 with six stores and is based in London. The page lists Theo Paphitis as owner and chairman. The page does not name any other founders, and this profile therefore does not either.

Products and positioning

The brand sells lingerie. Public sources retrieved for this profile do not give a detailed product breakdown, price points or sizing, so none is claimed here. It is generally positioned in the mid-market.

Business model and distribution

Wikipedia describes Boux Avenue as operating stores in UK shopping centres, plus one in Gibraltar, starting with six stores. The latest development the page mentions is a ninth store in Brighton's Churchill Square in September 2014, so the page may not reflect the current store estate. The official website could not be retrieved, so current store numbers, online sales share and ownership should be checked directly with the company before being relied upon.

• Launched: 2011
• Owner and chairman: Theo Paphitis (per Wikipedia)
• Channel: shopping centre stores and online

Why it matters

Boux Avenue is one of the UK's better known specialist lingerie chains, launched by a well known retail entrepreneur as a challenger to established high street lingerie offers. It is relevant to anyone following the UK specialist lingerie retail landscape.

Frequently asked questions

Who owns Boux Avenue?

Wikipedia lists Theo Paphitis as owner and chairman of Boux Avenue. Ownership should be confirmed with the company for the latest position.

Where is Boux Avenue from?

Boux Avenue is a British lingerie brand launched in 2011 and based in London. It operates stores in UK shopping centres.

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