We Love: Boux Avenue…

Theo Paphitis knows a lot about ladies knickers.

Now, I’m by no way casting aspersions on his good character. We all know he has the lovely Mrs P at home. I’m referring of course to the fact that this particular Dragon made a reported £100million from the sale of high street lingerie brands La Senza and Contessa a few years ago – and that’s enough for a lot of pants.

Theo quit the board of La Senza back in 2009 and it was reported soon after that he was all set to launch a rival company. Last night, at Sketch, we were able to celebrate the launch of that new business, the “adorable and affordable” Boux Avenue.

Theo with Jacqui Ainsley – face of the first Boux Avenue campaign

The man himself hosted a gorgeously glamorous party at the stunning Sketch on Conduit Street, full of (irritatingly) beautiful models wearing the new designs and mingling with the likes of Nick Moran, Max Clifford and Nick Knowles. The statuesque beauties nearly made us think twice about nibbling on the delicious canapes being passed around – but only nearly. If you could resist perfectly formed cakes (the scones were heavenly), finger sandwiches (smoked salmon on brioche was to die for) and moreish mini bowls of Thai Green Chicken, you are a better person than me.

A little later in the evening, we were ushered in to watch a fantastic showcase of the new range; uber-talented dancers took to the stage and danced their hearts out, culminating in the ridiculously sexy burlesque dancer “De Vees revealing Boux Avenues stunning Swarovski Crystal bra. One word. WANT.

Stunning Burlesque act – “De Vees” – in Boux’s Swarovski Crystal Bra

The collection is lovely; made up of pretty, sexy designs that won’t cost the earth. The concept of the company is also a great one. They’re not a high street chain with an online presence; they’re an online e-tailer, who just happen to have stores. And what pretty stores they look set to be. Chic and uncluttered – stock is tucked away in drawers rather than having everything out in a big messy display, and the best bit? If they don’t have something you want in store, it will be delivered to you free of charge the next day. How cool is that?!

The fun didn’t stop there either. Along with pretty women in knickers, ballerinas on point and champagne flowing like it was going out of fashion, we were also treated to photo-booths, fortune tellers, a string quartet, cocktails and an awesome DJ set from the lovely Bip Ling.

It was a fabulous party and I can’t wait for Boux Avenue to go live tomorrow. 6 stores are also opening over the next week, so do pop in and see for yourself.

  • Buchanan Galleries, Glasgow – 1st April (1pm)
  • Trafford Centre, Manchester – 2nd April (11am)
  • Meadowhall, Sheffield – 2nd April (3.30pm)
  • Bluewater, Kent – 3rd April (1pm)
  • St. David’s Centre, Cardiff – 6th April (1pm)
  • Lakeside, Essex – 8th April (1pm)


All images courtesy of Boux Avenue

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