Theo Paphitis talks to JMU Journalism

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Theo Paphitis cuts the ribbon at the opening of Boux Avenue, Liverpool

Retail magnate and Dragon’s Den TV star Theo Paphitis dubbed Liverpool women “sassy and fashion-conscious” at the opening of his new lingerie store in the city centre.

The tough-talking investor opened his latest lingerie outlet, Boux Avenue, in Liverpool One before welcoming customers through the doors of the shop.

The entrepreneur told JMU Journalism: “Liverpool was in our top 10 stores when we decided where we wanted to launch the brand. Unfortunately we got to it fourteenth but we got here eventually. They say some things are worth waiting for and we felt that Liverpool was worth waiting for.”

Boux Avenue, which started in 2011, offers a selection of lingerie, nightwear, swimwear and accessories. Paphitis cut the opening ribbon at 1pm on Thursday outside the store.

He said: “Liverpool is a major city in the UK with a really savvy, sassy and fashion-conscious population. You have to be here or you’re missing out.”

Boux Avenue is placed across the way from his former underwear brand, La Senza, which went into administration early this year. The businessman pocketed around £100 million from selling the franchise.

“In 2006 somebody offered me a ridiculous price for La Senza and I’m not stupid. Everything has its price,” he said. “We thought there was now a need in the market for Boux Avenue.”

Customers outside Boux Avenue, Liverpool

“There is nothing else like this in Liverpool,” he claimed. “This is all about being able to see lingerie across the size range which is spectacular and really affordable.

“There is no reason you should have to buy your lingerie in a plastic bag with the cooked chicken and the coleslaw is there?”

In terms of the manufacturing of the brand, he admitted: “I don’t go sewing the products myself, I’m not that good!” I have been involved in every other aspect of Boux Avenue and every last inch of design and brand qualities… it’s my baby.”

Paphitis, who was born in Cyprus, will open three more of his stores in the UK before next year.

Additional coverage by Josh Parry


About Lauren Murphy, JMU Journalism