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Theo Paphitis lingerie chain to open in March

Entrepreneur Theo Paphitis has revealed the first stores for new lingerie chain Boux Avenue will open in March in shopping centres including the Trafford Centre and Bluewater.

The first Boux Avenue stores are now being fitted out in the Trafford Centre, Bluewater, Meadowhall, Lakeside, St David’s Centre and Buchanan Galleries. All will open in March.

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.

The lingerie will also be sold online at Bouxavenue.com.

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