Dragon's Den star Theo Paphitis reveals new lingerie store at Merry Hill

Dragon's Den star Theo Paphitis with Boux Belles - Erika Wright (left) and Natasha Loader. Buy photo: 481202M

Dragon's Den star Theo Paphitis with Boux Belles - Erika Wright (left) and Natasha Loader. Buy photo: 481202M Buy this photo

First published in News

DRAGON’S Den star and multi-millionaire businessman Theo Paphitis revealed his new lingerie store at Merry Hill shopping centre today (Thursday November 15).

The successful entrepreneur ‘cut the ribbon’ at his 15th Boux Avenue store which opened its swanky doors to customers at 12.30pm.

Launched last year - the boutique brand has proved a hit with lingerie lovers looking for attractive yet affordable undies, nightwear, swimwear and accessories.

Theo said at the launch: “We’re already in the Bull Ring; it’s been phenomenal for us, really brilliantly received by the people of Birmingham - so opening a store at Merry Hill was a natural progression for us.”

He added: “The key to Boux Avenue’s success has been listening to our customers and finding desirable store locations to satisfy the strong demand.”

The high-profile business boss, who revived the fortunes of La Senza and Contessa lingerie chains before selling them in 2006, said Boux Avenue’s glamorous product lines for all occasions, top customer service and attention to detail would offer Merry Hill shoppers chance to “treat themselves with very affordable prices”.

Kelly Reed, the centre’s marketing manager, said: “We are delighted to welcome Boux Avenue and we’re sure the store will be a huge hit with our shoppers.”

The first 50 customers at the tills received an exclusive goody bag from the new store, which is located on the ground floor opposite River Island.

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