Which Dragon's Den investor is known for founding the fashion brand Boux Avenue?

Theo Paphitis is known for founding the fashion brand Boux Avenue.

Boux Avenue is a British lingerie and sleepwear retailer launched by Paphitis in 2011. The brand was created to offer fashionable lingerie at accessible prices and expanded through shops, online sales and international activity. It became one of the businesses most closely associated with Paphitis after his earlier success in stationery retail.

Paphitis's retail portfolio also included Ryman and Robert Dyas. These businesses gave him experience in buying, merchandising, store operations and customer-facing brands. That background shaped the kind of retail and product proposals he examined on Dragon's Den.

Boux Avenue is sometimes confused with businesses Paphitis acquired or invested in, but it is specifically a brand he founded. The answer is therefore not Ryman, the stationery chain he acquired, and not a company created by another Dragon. The distinction between founding, acquiring and investing is important when describing his business history.