Theo Paphitis is associated with the fashion brand Boux Avenue and was an investor on the UK television show Dragon's Den.
Paphitis is a British retail entrepreneur whose business interests have included lingerie, fashion and stationery. Boux Avenue is a lingerie and nightwear retailer established under his retail group, and the brand became one of the best-known businesses linked with his portfolio.
He joined the Dragon's Den panel after the earliest series and became known for his retail experience and direct questioning style. His investments and advice often reflected practical concerns such as store networks, margins, branding and distribution.
Boux Avenue should not be confused with a company that Paphitis acquired after appearing on the programme as a Dragon. The brand is part of his wider retail business history, while Dragon's Den deals involve separate negotiations with entrepreneurs who pitch in the studio.