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Theo Paphitis opens 12th Boux Avenue lingerie store in UK

May 25, 2012 (United Kingdom)

Theo Paphitis, one of the UK’s most high profile businessmen, has opened the 12th UK outlet of his lingerie brand Boux Avenue in Bath.

Launched in April 2011, Boux Avenue is a truly exciting shopping experience for lingerie lovers everywhere, both online and in-store.

Although online shopping is on the rise, the Dragons’ Den star believes that high street stores will continue to remain viable if they provide excellent shopping experience to customers.

Boux Avenue is experience-driven and its outlets offer shoppers a therapeutic pastime.

Ironically, the new Boux Avenue store in Bath, the first in West Country, has been opened on the site of the former La Senza outlet, a lingerie chain owned by Paphitis until 2006.

The lingerie brand plans to double the number of its outlets in UK over the next few years.


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