Which Dragon's Den investor launched the fashion retailer Boux Avenue in 2011?

Theo Paphitis launched the fashion retailer Boux Avenue in 2011.

Boux Avenue is a British retailer specialising in lingerie, nightwear and related fashion products. Paphitis created the brand as part of his wider retail portfolio, building on his experience with customer-focused high-street businesses.

The company is often mentioned alongside Ryman and Robert Dyas when Paphitis's commercial interests are listed. Those brands operate in different retail categories, so Boux Avenue should not be mistaken for a stationery or home-improvement chain.

Paphitis's role on Dragon's Den made his retail background familiar to television audiences. The launch year identifies the start of Boux Avenue as a brand, rather than the year Paphitis joined the BBC programme.