Q&A: Quizzing Theo Paphitis About Lingerie



You know him from the TV as a fixture on Dragon’s Den, but did you know Theo Paphitis was equally involved in lingerie? Don’t worry, this ain’t about to to get sleazy, we’re talking about high-street store, Boux Avenue — Paphitis’ latest business venture.

As well as investing in entrepreneurs and stocking shelves with stationary (or at least, employing someone to do so at Ryman), he is at-one with women’s lingerie, having previously been at the helm of La Senza. In business, as you know, one door closes and another one opens, hence Boux Avenue is his new baby. Nurturing it since 2011, the brand has grown to 18 stores nationwide, with the latest opening being in Leeds’ White Rose Centre. In light of the launch, we put on our best business hat to chat to chat to Theo about the brand.

What does Boux Avenue offer for students?

“Amazing products sold in beautiful surroundings at great prices. We have the perfect lingerie solutions for May Ball frocks plus bikinis for sunbathing in between lectures! AND Boux Avenue offers a 10% discount for all students all year round. If you sign up to become a Boux V.I.P you also benefit from year round offers, sale previews and invites to in-store events.”


How does Boux Avenue differ to La Senza?

“Attention to detail, exceptional service, range of product and sizing but above all our shopping environment. Our stores are designed to feel like every woman’s dream boudoir.”


Why should Boux Avenue be student’s number one destination for lingerie?

“Because we are the number one destination! Retail is all about the detail and at Boux Avenue we have it in abundance. From our beautiful shop fit  – underwear drawers, three levels of light settings in our changing rooms to our expert staff and free gift wrap with every purchase. It all adds up to a truly unique lingerie shopping experience we think the students of Leeds will love!”


Why was Jacqui Ainsley the right choice for the face of the brand?

 “Jacqui Ainsley was chosen as the face to launch the brand back in 2011. We felt she was feminine, beautiful and had an incredible figure which portrayed our product and suited our launch range perfectly.”


Why have you chosen to set up in White Rose over Trinity Leeds?

“It’s simple, we found the right space. Leeds was always on our priority list, it just happens to be store number eighteen, even in this tough economical climate it’s difficult to find the right spaces and White Rose is the perfect new addition to our store portfolio.”


With graduates in mind, top 3 qualities that make a successful business leader?

“Be dedicated, hard working and have an entrepreneurial spirit whether you are working for yourself or a company.”

Theo4 Theo2

Leave a Reply