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Dragons Den star Theo Paphitis opens new Boux Avenue store in Plymouth

PUBLISHED: 12:26 03 November 2014 | UPDATED: 15:48 03 November 2014

Theo Paphitis has opened the first Devon-based Boux Avenue store

Theo Paphitis has opened the first Devon-based Boux Avenue store


The lingerie boutique owner chats to Gemma Clapp about his new store opening and why he loves Devon

Boux Avenue has recently opened in Drake Circus, PlymouthBoux Avenue has recently opened in Drake Circus, Plymouth

Boux Avenue is one of the biggest and most popular lingerie brands in the UK. As the new store opens in Plymouth, we chatted to owner, Theo Paphitis, of Dragon’s Den fame.

Tell us a little about the Boux Avenue brand.

“Boux Avenue began in the spring of 2011 and since then has expanded considerably. We now have 24 stores in the UK and eight internationally.

The Boux Avenue Plymouth teamThe Boux Avenue Plymouth team

“Boux Avenue is about attention to detail, exceptional service and quality products at a good price but, above all, about our shopping environment and an outstanding customer experience. Our stores are designed to feel like every woman’s dream boudoir.”

What makes Boux Avenue better than other lingerie brands?

“Our unrivalled customer service sets us apart from the rest. All our store staff are trained bra fitting experts and will ensure each of our customers walk out the door with lingeries that fits them well and looks a million dollars!

“We also pride ourselves on our wide range of great products. We stock sizes from 30A to 38G so we cater for all women of all sizes.”

Why have you brought Boux Avenue to Plymouth?

“Plymouth is a thriving shopping destination and we’re not the only people to realise how important the city is to retail. It’s not easy to find the right shop for your brand and in the right place, so when the opportunity arose to take the vacant store in Drake Circus Shopping Centre, we jumped at the chance.”

Do you have plans to bring the business to anywhere else in Devon, e.g. Exeter?

“Not currently, We are focussing on Plymouth for the time being, but perhaps in the future. Watch this space!”

What’s next for the business?

“To be the first name on everybody’s lips when talking about lingerie.”

From a personal point of view, what do you like best about Devon?

“Devon is one of my favourite counties, if not my favourite. With stunning scenery and warm, friendly locals, I really relax and feel at home when I’m there.”

Boux Avenue is now open in Plymouth at Drake Circus.


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