Theo Paphitis’s lingerie brand Boux Avenue plots global expansion

The lingerie brand owned by retail guru Theo Paphitis, Boux Avenue, is limbering up for an aggressive global expansion plan starting with its first-ever West End store. 

The former star of the BBC’s Dragons’ Den said shoppers’ love for mid-priced goods such as bras and bikinis prompted ambitious plans to open 500 stores abroad over the next seven years, and five new UK outlets next year.

He was speaking ahead of the official opening of Boux Avenue’s new,  3000 square feet store at  494-496 Oxford Street tomorrow.

Paphitis said: “This is where you get the major footfall and tourists visiting from all over the world. This store will be the shop window for the world and set us on the right foot to expand.”

It marks Boux Avenue’s second shop in the capital — alongside its store at Westfield London — since launching in 2011. The retail chain has 28 UK stores and 11 overseas. 

• More about:
• Business
• Retail
• Lingerie
• Boux Avenue
• Theo Paphitis

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Julien Macdonald launches his first lingerie and nightwear collection for Matalan

Julien Macdonald has launched his first lingerie and nightwear collaboration with Matalan which is available online and in selected stores now.

The Welsh fashion designer has created a 21 piece collection which focuses on two key trends: Leopard Allure and Midnight Floral.

These trends include luxury pyjama sets, kimonos and chemises, as well as bras, thongs, Brazilian knickers and a babydoll in a range of colours and prints.

The Leopard Allure theme revives Julien’s signature animal print from previous fashion seasons and pairs the stand out print with pastels and elegant floral prints. There are also plenty of delicate lace trims and bow details.

Meanwhile, Midnight Floral is all about luxury and the items within this theme provide a sultry and sexy feel to them from the dark oriental florals, detailed lace and simple black babydolls.

Julien, 44 says: “All the pieces from my debut Love by Julien Macdonald lingerie and nightwear range are crafted with delicate lace, satin feel fabrics to make the wearer feel confident and comfortable. I’m so thrilled to be continuing my exciting relationship with Matalan.”

The designer has collaborated with Matalan since 2013 and has previously produced three collections with the brand including women’s swimwear and beachwear.

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