Theo Paphitis created the United Kingdom fashion and lingerie retailer La Senza.
Paphitis launched La Senza in 1988 after identifying an opportunity for more fashionable lingerie sold through dedicated retail stores. The brand expanded in Britain and internationally, becoming one of the major names in the lingerie market. Paphitis later sold the company in 2006, after building a substantial retail business.
His business career explains the emphasis he often placed on brand identity, margins, store economics and repeat customers when assessing pitches on Dragon's Den. He was also associated with Ryman and Robert Dyas, giving him experience across different types of retail.
La Senza is sometimes attributed to another Dragon because Deborah Meaden is also strongly associated with consumer and retail investments. The businesses are separate: La Senza belongs to Paphitis's entrepreneurial history, while Meaden's best-known pre-television business was the Weststar Holidays group. Paphitis became a Dragon in 2005 and appeared on the programme for several series.