Boux Avenue Ltd. is a chain of lingerie stores based in the United Kingdom. The chain is owned by entrepreneur Theo Paphitis

Theo Paphitis

Theodorus "Theo" Paphitis is a retail magnate and British entrepreneur of Greek Cypriot origin. He made the majority of his fortune in the retail sector, and is best known to the general public for his appearances on the BBC business programme Dragons' Den and as former chairman of Millwall...

, best known for his regular appearances on the BBC business programme Dragons' Den

Dragons' Den

Dragons' Den is a series of reality television programmes featuring entrepreneurs pitching their business ideas in order to secure investment finance from a panel of venture capitalists. The show originated in Japan as "Manē no Tora"...

 and as former chairman of Millwall FC.
Boux Avenue launched in the spring of 2011 initially opening six stores across the United Kingdom. All the stores are located in shopping centres across the region, including Bluewater (Kent

Kent

Kent is a county in southeast England, and is one of the home counties. It borders East Sussex, Surrey and Greater London and has a defined boundary with Essex in the middle of the Thames Estuary. The ceremonial county boundaries of Kent include the shire county of Kent and the unitary borough of...

), Lakeside

Lakeside

-Australia:*Lakeside Joondalup Shopping City, Joondalup, Western Australia*Lakeside, near Reservoir, Victoria*Lakeside International Raceway, Pine Rivers, Queensland*Lakeside Mental Hospital, formerly known as Ballarat Lunatic Asylum, Ballarat, Victoria...

 (Essex

Essex

Essex is a ceremonial and non-metropolitan county in the East region of England, and one of the home counties. It is located to the northeast of Greater London. It borders with Cambridgeshire and Suffolk to the north, Hertfordshire to the west, Kent to the South and London to the south west...

), St. Davids (Cardiff

Cardiff

Cardiff is the capital, largest city and most populous county of Wales and the 10th largest city in the United Kingdom. The city is Wales' chief commercial centre, the base for most national cultural and sporting institutions, the Welsh national media, and the seat of the National Assembly for...

), Trafford Centre

Trafford Centre

The Trafford Centre is a large indoor shopping centre and leisure complex situated in the Metropolitan Borough of Trafford in Greater Manchester, close to the Trafford Park industrial estate and approximately 5 miles from Manchester city centre. It is the highest valued shopping centre in the...

 (Manchester

Manchester

Manchester is a city and metropolitan borough in Greater Manchester, England. According to the Office for National Statistics, the 2010 mid-year population estimate for Manchester was 498,800. Manchester lies within one of the UK's largest metropolitan areas, the metropolitan county of Greater...

), Meadowhall

Meadowhall

Meadowhall is an indoor shopping centre in Sheffield, South Yorkshire, England. It lies three miles north east of Sheffield city centre and four miles from Rotherham town centre....

 (Sheffield

Sheffield

Sheffield is a city and metropolitan borough of South Yorkshire, England. Its name derives from the River Sheaf, which runs through the city. Historically a part of the West Riding of Yorkshire, and with some of its southern suburbs annexed from Derbyshire, the city has grown from its largely...

) and Buchanan Galleries

Buchanan Galleries

Buchanan Galleries is a shopping centre located in the central area of Glasgow, the largest city in Scotland. Construction began in 1996 and the building opened to the public on 31 March 1999. Costing £250 million, it is one of the largest city centre shopping developments in the United Kingdom,...

 (Glasgow

Glasgow

Glasgow is the largest city in Scotland and third most populous in the United Kingdom. The city is situated on the River Clyde in the country's west central lowlands...

).
Model Jacqui Ainsley

Jacqui Ainsley

Jacqui Ainsley is an English model from Southend in Essex, signed to the Premier Model Management agency in London.-Career:Ainsley was discovered by a Premier model scout in Oxford Street in 2002 while shopping...

has been recruited to be the face of the brand.

The name Boux Avenue was inspired by a French waitress who served Paphitis when holidaying with his family in France.

The store boasts an original selling layout for the UK shopper by displaying the majority of its products in drawers as opposed to hanging rails and stands; a similar manner to American lingerie brand Victoria’s Secret.