Theo Paphitis is known for founding the British clothing brand Boux Avenue.
Boux Avenue is a British lingerie and nightwear retailer created by Paphitis. The brand broadened his retail portfolio beyond stationery and reflected his interest in building consumer businesses with recognisable high-street identities. Its name is therefore a useful clue to Paphitis's business career outside the television studio.
The company should not be confused with a Dragon's Den contestant simply because it operates in a retail category often represented on the programme. Paphitis was an investor and panel member, while Boux Avenue was part of his own entrepreneurial portfolio.
Paphitis has been associated with multiple brands, including Ryman, which can make individual ownership facts easy to mix up. Boux Avenue is the specific lingerie and nightwear brand linked to him in this question.