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

Paphitis reveals plans for lingerie chain Boux Avenue

Entrepreneur Theo Paphitis has revealed his new lingerie retailer will be called Boux Avenue, and has outlined plans to open in shopping centres including Manchester’s Trafford Centre, Sheffield’s Meadowhall and the Bullring in Birmingham.

Boux Avenue is positioned as mid market and will go up against high street retailer Marks & Spencer, department stores and lingerie retailer La Senza, which Paphitis used to own. Price points will range from £14 to £34 for a bra, and Paphitis has described it as “affordable luxury”. It will also offer a range of larger sizes up to G.

Paphitis said: “I’m dead proud of it. The product, the brand, the store concept, 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 plans to open eight stores in March, with plans for a total of shops in 30 shopping centres. It will also sell online at

Boux Avenue will launch as competition in the sector hots up. Womenswear retailer Etam, which exited the UK in 2005 to focus on its European and China markets, is returning to the UK as an upmarket lingerie etailer.

US lingerie giant Victoria Secret opens in the UK in 2012.

Boux Avenue, which previously had the working title DNA Lingerie, is being advised by property agent Jones Lang LaSalle.

What do you think? Do you like the Boux Avenue name? And can Etam really reposition itself as a premium retailer?

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.