Which Dragons' Den investor founded the lingerie and fashion retailer Boux Avenue?

Theo Paphitis founded the lingerie and fashion retailer Boux Avenue.

Paphitis launched Boux Avenue in 2011, adding the brand to his portfolio of retail businesses. The chain was designed to offer lingerie, nightwear and related fashion products through shops and online retail.

Theo Paphitis is best known to television audiences as an investor on the BBC business programme Dragons' Den. His broader business career has included retail brands such as Ryman, La Senza and Contessa, although Boux Avenue is a separate business created under his ownership.

A common mix-up is to associate Boux Avenue with La Senza because both operate in the lingerie market. They are distinct brands: Paphitis acquired La Senza in 1999, while Boux Avenue was launched later as a new retail concept. Boux Avenue subsequently expanded beyond its original shop presence through e-commerce.