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Boux Avenue Ltd. is a chain of
lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fash ...
stores based in the
United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...
. The chain is owned by entrepreneur
Theo Paphitis Theodoros "Theo" Paphitis ( el, Θεόδωρος Παφίτης; born 24 September 1959) is a Greek-Cypriot British retail magnate and entrepreneur. He is best known for his appearances on the BBC business programme ''Dragons' Den'' and as former ...
, best known for his regular appearances on the
BBC #REDIRECT BBC #REDIRECT BBC Here i going to introduce about the best teacher of my life b BALAJI sir. He is the precious gift that I got befor 2yrs . How has helped and thought all the concept and made my success in the 10th board exam. ...
...
business programme
Dragons' Den ''Dragons' Den'' is a reality television program format in which entrepreneurs pitch their business ideas to a panel of venture capitalists in the hope of securing investment finance from them. The program originated in 2001 in Japan, where it is k ...
and as former chairman of
Millwall FC Millwall Football Club () is a professional football club in Bermondsey, South East London, England. They compete in the EFL Championship, the second tier of English football. Founded as Millwall Rovers in 1885, the club has retained its name ...
. Boux Avenue launched in the spring of 2011 initially opening six stores across the United Kingdom. With the exception of one store in
Gibraltar ) , anthem = " God Save the King" , song = " Gibraltar Anthem" , image_map = Gibraltar location in Europe.svg , map_alt = Location of Gibraltar in Europe , map_caption = United Kingdom shown in pale green , mapsize = , image_map2 = Gib ...
all the stores are located in shopping centres across the region, including Bluewater (
Kent Kent is a county in South East England and one of the home counties. It borders Greater London to the north-west, Surrey to the west and East Sussex to the south-west, and Essex to the north across the estuary of the River Thames; it faces ...
), Lakeside (
Essex Essex () is a county in the East of England. One of the home counties, it borders Suffolk and Cambridgeshire to the north, the North Sea to the east, Hertfordshire to the west, Kent across the estuary of the River Thames to the south, and G ...
), St. Davids (
Cardiff Cardiff (; cy, Caerdydd ) is the capital and largest city of Wales. It forms a principal area, officially known as the City and County of Cardiff ( cy, Dinas a Sir Caerdydd, links=no), and the city is the eleventh-largest in the United Kingd ...
),
Trafford Centre The Trafford Centre is a large indoor shopping centre and entertainment complex in Greater Manchester, England. It opened in 1998 and is third largest in the United Kingdom by retail space. Originally developed by the Peel Group, the Trafford C ...
(
Manchester Manchester () is a city in Greater Manchester, England. It had a population of 552,000 in 2021. It is bordered by the Cheshire Plain to the south, the Pennines to the north and east, and the neighbouring city of Salford to the west. The t ...
),
Meadowhall Centre Meadowhall is an indoor shopping centre in Sheffield, South Yorkshire, England. It lies north-east of Sheffield city centre, and from Rotherham town centre. It is the largest shopping centre in Yorkshire, and currently the eleventh-largest i ...
(
Sheffield Sheffield is a city status in the United Kingdom, city in South Yorkshire, England, whose name derives from the River Sheaf which runs through it. The city serves as the administrative centre of the City of Sheffield. It is Historic counties o ...
) and Buchanan Galleries (
Glasgow Glasgow ( ; sco, Glesca or ; gd, Glaschu ) is the most populous city in Scotland and the fourth-most populous city in the United Kingdom, as well as being the 27th largest city by population in Europe. In 2020, it had an estimated popul ...
). In March 2012, a seventh store in
Birmingham Birmingham ( ) is a city and metropolitan borough in the metropolitan county of West Midlands in England. It is the second-largest city in the United Kingdom with a population of 1.145 million in the city proper, 2.92 million in the West ...
's
Bullring A bullring is an arena where bullfighting is performed. Bullrings are often associated with the Iberian Peninsula, but they can also be found through Iberian America and in a few Spanish and Portuguese ex-colonies in Africa. Bullrings are ...
opened and later that year an eighth store in Merry Hill in
Dudley Dudley is a large market town and administrative centre in the county of West Midlands, England, southeast of Wolverhampton and northwest of Birmingham. Historically an exclave of Worcestershire, the town is the administrative centre of the ...
opened. In September 2014, a ninth store opened in
Brighton Brighton () is a seaside resort and one of the two main areas of the City of Brighton and Hove in the county of East Sussex, England. It is located south of London. Archaeological evidence of settlement in the area dates back to the Bronze A ...
's Churchill Square shopping centre opened. Model
Jacqui Ainsley Guy Stuart Ritchie (born 10 September 1968) is an English film director, producer and screenwriter. His work includes British gangster films, and the '' Sherlock Holmes'' films starring Robert Downey Jr. Ritchie left school at age 15 and wo ...
was recruited to be the face of the brand. The name Boux Avenue was inspired by a French waitress who served Paphitis when holidaying with his family in France. The store has an unusual selling layout in the UK, displaying the majority of its products in drawers as opposed to hanging rails and stands; a similar manner to American lingerie brand
Victoria’s Secret Victoria's Secret is an American lingerie, clothing, and beauty retailer known for high visibility marketing and branding, starting with a popular catalog and followed by an annual fashion show with supermodels dubbed Angels. As the largest ret ...
.


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References

{{reflist British companies established in 2011 Clothing companies established in 2011 Retail companies established in 2011 Retail companies based in London Lingerie brands