Which Dragon's Den investor launched the online lingerie retailer Boux Avenue?

Dragon's Den investor Theo Paphitis launched the online lingerie retailer Boux Avenue.

Boux Avenue was founded in 2011 and became a prominent British lingerie and nightwear brand. Its proposition combined fashion-led products with online retail and later a growing store presence, reflecting Paphitis's interest in building consumer brands rather than only acquiring traditional high-street chains.

The retailer is part of Paphitis's wider business portfolio, which also includes Ryman and Robert Dyas. These names can be mixed up because all are associated with the same entrepreneur, but Boux Avenue is the lingerie business.

Paphitis's experience in retail helped shape the brand's emphasis on presentation, customer experience and multiple sales channels. The company is also distinct from specialist lingerie brands such as Ann Summers and Bravissimo, which were not launched by Paphitis.