Which Dragon founded the fashion retailer Boux Avenue in 2011?

Theo Paphitis founded the fashion retailer Boux Avenue in 2011.

Boux Avenue is a British lingerie and nightwear retailer created by Paphitis. The brand was designed to offer fashion-led lingerie through shops and online retail, placing it within the consumer and high-street businesses for which Paphitis is known.

Paphitis had already built extensive retail experience through businesses including Ryman and Robert Dyas. Boux Avenue therefore expanded an existing retail portfolio rather than representing his first move into consumer-facing commerce.

The brand is sometimes attributed to another Dragon because several panel members have invested in fashion, retail or lifestyle companies. However, Boux Avenue was founded by Paphitis, who joined Dragons' Den as an investor and became particularly associated with retail-focused pitches.