2011 headquarters london united kingdom products lingerie website bouxavenue.com boux avenue ltd. is a chain of lingerie stores based in the united kingdom . the chain is owned by entrepreneur theo paphitis 1 best known for his regular appearances on the bbc business programme dragons den 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 lakeside essex st. davids cardiff trafford centre manchester meadowhall centre sheffield and buchanan galleries glasgow . in march 2012 a seventh store in birmingham s bullring opened and later that year an eighth store in merry hill in dudley opened . in september 2014 a ninth store opened in brighton s churchill square shopping centre opened . model jacqui ainsley has been recruited to be the face of the brand . 2 the name boux avenue was inspired by a french waitress who served paphitis when holidaying with his family in france . 3 the store has 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 . external links edit official website references edit ryan john 14 april 2011 . putting theo ry into practice . retail week . retrieved 28 november 2012 . jacqui ainsley puts the oooh in boux avenue as she launches lingerie range with theo paphitis mail online . dailymail.co.uk . 11 april 2011 . retrieved 28 november 2012 . about boux avenue . bouxavenue.com . 22 february 1999 . retrieved 28 november 2012 . retrieved from https en.wikipedia.org w index.php title boux avenue & oldid 740153444 categories british companies established in 2011lingerie brandshidden categories use dmy dates from november 2012pages using infobox company with unsupported parameters navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 19 september 2016 at 11 13 . text is available under the creative commons attribution sharealike license ; additional terms may apply . by using this site you agree to the terms of use and privacy policy . wikipedia is a registered trademark of the wikimedia foundation inc. a non profit organization . privacy policy about wikipedia disclaimers contact wikipedia developers cookie statement mobile view