Theo Paphitis founded the fashion retailer Boux Avenue and later appeared as a dragon on the British television show Dragons' Den.
Boux Avenue is a lingerie and nightwear retailer launched by Paphitis in 2011. The brand was designed around fashionable, accessible lingerie and grew through shops and online sales.
Paphitis joined Dragons' Den in the third series, replacing entrepreneur Rachel Elnaugh. He was already known for investments and retail businesses, including involvement with Ryman and Robert Dyas.
Boux Avenue is sometimes confused with brands that Paphitis acquired rather than founded. The retailer is specifically associated with his own launch and became one of the clearest examples of his continuing involvement in consumer retail.