Which Dragons' Den investor is associated with the fashion brand Boux Avenue?

Theo Paphitis is associated with the fashion and lingerie brand Boux Avenue.

Boux Avenue was launched in 2011 as a retailer specialising in lingerie, nightwear and related fashion products. The brand developed a presence through shops and online retail, targeting customers with a more accessible, fashion-led proposition.

Paphitis was involved in the brand as part of his wider retail portfolio. His career has included work with high-street businesses, stationery, footwear and other consumer-facing companies, which explains why retail strategy is a recurring theme in his Dragons' Den investments.

The wording matters because Paphitis did not personally design every product sold by the brand. His association is as an entrepreneur and owner involved in the business. Boux Avenue is also distinct from Ryman and Robert Dyas, two other retail names commonly linked with him.