In the British TV programme Dragon's Den, Theo Paphitis founded the fashion brand Boux Avenue.
Boux Avenue is a British lingerie and nightwear retailer launched by Paphitis in 2011. The brand was developed as part of his retail interests and expanded through stores, online sales, and a strong emphasis on accessible design and presentation.
This fact is distinct from Paphitis's connection with Ryman and Robert Dyas. Those businesses are also prominent in his biography, but Boux Avenue belongs to the fashion and lingerie part of his portfolio. It is therefore a useful way to distinguish his different retail ventures.
Paphitis was a Dragon in the programme's second series and remained associated with the show for several series. His retail expertise made questions about branding, store networks, stock, and customer demand central to many of his investment decisions.