Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Boux Avenue loses ecommerce director

Dan Lumb, the ecommerce director of Boux Avenue, the fledgling lingerie chain owned by retail entrepreneur Theo Paphitis, has left the business just two months after the website launched and the first store opened.

Lumb joined the business in July last year, and a spokeswoman for the retailer confirmed that he is no longer with the company.

It is unclear if Lumb has another role to go to, and the spokeswoman would not comment further on the situation or when a replacement was likely to be recruited.

Boux Avenue, which is positioned as mid-market with bras priced between £14 and £34, opened six stores at the beginning of April and the transactional website went live at the same time.

Paphitis has previously said that Boux Avenue’s website was as important to the business as the stores. He said: “As excited as we are about the stores, we’re just as excited about the website.”

Prior to taking up the role at Boux Avenue, Lumb gained his ecommerce pedigree at footwear retailer Schuh where he was promoted from internet manager to head of ecommerce.

Boux Avenue’s stores are located at Glasgow’s Buchanan Galleries, Meadowhall in Sheffield, The Trafford Centre in Manchester, St David’s in Cardiff, Bluewater in Kent and Lakeside in Essex.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.