POWER LIST 2017: Business Big Shots – Theo Paphitis, CEO, Boux Avenue

Under the leadership of Theo Paphitis, Boux Avenue has become one of the fastest growing retailers in the UK.

Since its inception in 2011, the lingerie retail chain has grown its sales to reach £44.4m and built a credible nationwide presence, with 29 UK stores and 14 international stores opened.

The new financial year has seen further avenues for growth through the sale of Boux Avenue product on Asos.com, Very.co.uk, Littlewoods.co.uk and Lipsy.co.uk.

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Focus has also increased on developing international sales through Boux Avenue’s website bouxavenue.com; which will be assisted by new technology being introduced through its new platform, as well as continuing to develop its franchise business.

On growing Boux Avenue’s retail presence, Paphitis told Lingerie Insight in December: “We have already agreed to open a couple of stores and we’re looking to open a couple more.

“When we launched the brand five years ago we said we would only open 25 stores and we have 29 now. It’s growing because there is a demand for it – there’s new shopping centres coming up in the UK. Overseas, there are still more stores in the pipeline.”

But online is Boux Avenue’s biggest area of growth.

“Online has shown massive growth for us. Don’t forget, Boux launched as an online business with stores – it’s not a store business with an online presence,” he added.


Company: Boux Avenue
Address: 22-24 Worple Rd, Wimbledon, London SW19 4DD
Tel: 0800 054 6550
Twitter: @BouxAvenue
Website: www.bouxavenue.com
Focus: Lingerie retail

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