In the British television show Dragon's Den, Theo Paphitis founded the fashion retailer Boux Avenue.
Boux Avenue is a British lingerie and nightwear retailer launched by Paphitis in 2011. The brand developed through shops and online retail, using coordinated designs and a more accessible price position than many traditional lingerie boutiques.
Paphitis joined Dragon's Den during its second series and became one of the programme's most prominent retail specialists. His wider business portfolio has included Ryman and Robert Dyas, giving him experience across stationery, home goods and fashion retail.
Boux Avenue is sometimes mistakenly credited to a Dragon associated with interior design or fashion. Kelly Hoppen was a Dragon and a renowned interior designer, but she did not found Boux Avenue. The retailer is part of Paphitis's business portfolio.