Theo Paphitis founded the lingerie and fashion retailer Boux Avenue.
Boux Avenue launched in the United Kingdom in 2011 under Paphitis Retail Group. The brand focused on lingerie, nightwear and related fashion products, combining shops with online retail. It became one of the most recognisable businesses connected with Paphitis after his earlier work in stationery and department-store retail.
Paphitis is also associated with Ryman and Robert Dyas, so television profiles sometimes list several of his companies together. Boux Avenue is specifically the fashion and lingerie brand, rather than a stationery or hardware retailer.
On Dragon's Den, Paphitis became known for evaluating consumer products, retail concepts and scalable brands. His own retail background helps explain why brand positioning, distribution and shop economics are recurring themes in his business commentary.