Theo Paphitis became known for founding the fashion retailer Boux Avenue.
Boux Avenue is a British lingerie and nightwear retailer founded by Theo Paphitis. The brand was launched in 2011 and grew through a combination of physical shops, online retail and catalogue-style product marketing. It became one of the businesses most closely associated with Paphitis's later entrepreneurial portfolio.
Paphitis was already known for Ryman and for his appearances as a Dragon on the BBC programme. Boux Avenue showed his continuing interest in consumer retail, especially businesses that combine a clear brand identity with specialist products.
The company is sometimes confused with other fashion brands linked to Dragon's Den investors. Kelly Hoppen is associated with interior design, Sara Davies with Crafter's Companion and Deborah Meaden with investments across several sectors. Boux Avenue, however, is specifically associated with Theo Paphitis.