Theo Paphitis is the founder of the fashion and lingerie brand Boux Avenue.
Paphitis launched Boux Avenue in the United Kingdom in 2011. The brand focuses on lingerie, nightwear, swimwear and related fashion products, and it developed both physical shops and online retail operations.
The company formed part of Paphitis's wider retail portfolio. His other well-known business interests include Ryman and Robert Dyas, but those are stationery and home-improvement retailers rather than fashion brands.
Boux Avenue is sometimes confused with businesses that received investment directly on Dragon's Den. Paphitis's connection to the brand is as its founder and owner, while his television role involved evaluating pitches from other entrepreneurs. The answer is therefore a Dragon's own company, not a contestant's business.