Entrepreneur Theo Paphitis is set to open a new Boux Avenue store in Bath at the site of a former La Senza outlet.
Paphitis, who used to own the majority stake in La Senza UK, has seen his new business expand rapidly over the past year to 11 stores.
During this same period, his rival has been forced to close 81 stores – having recently been bought out of administration by Kuwaiti giant Alshaya.
In a recent interview, Paphitis told Lingerie Insight: “It hasn’t closed…There are still 60 stores. The ones they’ve kept are exactly where we are. They haven’t shut any next door to us. There’s a clue there.
“The competition is still there… The only thing we are having to put up with at the moment is them selling everything for a fiver. They’ve got all the stock from all the stores and they’ve shovelled it into the existing 60 stores… I say it’s frustrating, but we are still selling to plan and we’re three times more expensive.”
On the new store he added: “I’m extremely excited to be opening our twelfth stunning Boux Avenue store in such a beautiful city. Southgate is the ideal home for our next store and we look forward to welcoming the shoppers of Bath, who can expect to find unrivalled customer service and a fantastic array of lingerie in a luxury environment, but all at affordable prices .”
The SouthGate store will be Boux Avenue’s 12th outlet and will open on May 24.