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Boux Avenue appoints CEO

Lingerie retailer Boux Avenue has appointed Marks & Spencer’s Michael Kerr as its first chief executive.

Kerr has spent 35 years at M&S in a variety of roles, and was most recently director of menswear and kidswear. 

Boux Avenue owner and chairman Theo Paphitis said: “Boux Avenue is now a grown up business and ready to go to the next level. We’ve been busy investing in the business, having just opened our 30th store in the UK and bought our own freehold warehouse and distribution centre in Crewe. Alongside this our online business continues to grow. I am delighted to bring Michael on board at this pivotal time to continue our expansion and introduce new categories to enhance our growth. We have ambitious plans for Boux Avenue and the experience that Michael brings with him will help to give us the edge in the marketplace.”

Kerr added: “I have admired the brand since Theo and his team introduced it to the market place in 2011 and am thrilled to be building on the strong foundations and customer loyalty already established to drive further growth in the future.”

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