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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 Bouxavenue.com.

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?

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