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Boux Avenue's Overview

Total employees399
HeadquartersWimbledon, London
Founded2011

Boux Avenue is a luxurious British lingerie, swimwear, and nightwear retailer founded in April 2011 by entrepreneur Theo Paphitis. Known for its inclusive sizing (catering from A to G cups and sizes 6 to 18, with some ranges extending further), exceptional in-store customer service including complimentary bra fittings, and beautifully designed, feminine stores, Boux Avenue aims to make every woman feel confident and beautiful. Their product range includes bras, knickers, pyjamas, robes, loungewear, swimwear, and bridal lingerie, as well as hosiery and accessories. The brand emphasizes quality, fit, and a luxurious feel at an accessible price point, with a strong online presence complementing its physical retail footprint across the UK and international franchise stores.

Where is Boux Avenue's Headquarters?

HQ Function

The headquarters houses the core operational, design, merchandising, marketing, and administrative functions for the Boux Avenue brand. Strategic decisions, product development, and brand management are directed from this central hub.

Notable Features:

The office is part of a modern business park environment shared with other brands in the Theo Paphitis Retail Group, facilitating cross-functional collaboration and shared services. Facilities are designed to support a dynamic retail operation.

Work Culture:

The work culture is likely fast-paced, creative, and commercially driven, reflecting the fashion retail industry. There's an emphasis on brand passion, customer focus, and teamwork, aligning with the supportive and empowering ethos projected to customers.

HQ Significance:

This location serves as the nerve center for Boux Avenue, overseeing all aspects of the brand's operations from product conception to customer delivery, both for its UK stores and its growing online and international franchise presence.

Values Reflected in HQ: The headquarters likely reflects values of efficiency, professionalism, and collaboration. Its operations support the brand's commitment to quality, customer service, and innovation in lingerie and nightwear.

Location:

Boux Avenue primarily operates a strong network of retail stores across the United Kingdom. Globally, its presence is extended through a robust e-commerce platform that ships to numerous countries worldwide. Additionally, Boux Avenue has strategically expanded via franchise partnerships, with stores located in countries across the Middle East, North Africa, and other selected international territories. These functions support international brand recognition, sales, and localized retail operations managed by franchise partners.

Street Address:

Ryman House, Savoy Road

City:

Wimbledon, London

State/Province:

Greater London

Country:

United Kingdom

Boux Avenue's Global Presence

Various International Franchise Hubs (e.g., Middle East, North Africa)

Address: N/A (Managed by Master Franchise Partners)

To expand the Boux Avenue brand presence globally, adapting the core offering to local market preferences and managing the retail footprint in specific countries or regions outside the UK.

Buying Intent Signals for Boux Avenue

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of Boux Avenue

As of April 2025, Boux Avenue' leadership includes:

Theo Paphitis - Owner & Chairman (Theo Paphitis Retail Group)
Zoe Price-Smith - Managing Director, Boux Avenue
Robert McGrail - Group Chief Financial Officer (Theo Paphitis Retail Group)

Investors of Boux Avenue

Boux Avenue has been backed by several prominent investors over the years, including:

Theo Paphitis (Private Ownership via Theo Paphitis Retail Group)

Executive New Hires/Exits in the Last 12 Months

Hire1
Exits1

Recent key executive changes have primarily occurred at the parent Theo Paphitis Retail Group level, impacting Boux Avenue's strategic financial oversight. Internally, Boux Avenue continues to develop its leadership team.

Departures

Peter Heath, Peter Heath retired as Group CFO of Theo Paphitis Retail Group.

New Appointments:

Robert McGrail, Robert McGrail appointed as new Group CFO for Theo Paphitis Retail Group.

Technology (Tech Stack) used by Boux Avenue

Discover the tools Boux Avenue uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

Boux Avenue Email Formats and Examples

Boux Avenue, as part of the Theo Paphitis Retail Group, likely follows similar email conventions to other companies within the group (e.g., Ryman). The most common format is expected to be the first initial followed by the last name.

[firstinitial][lastname]@bouxavenue.com

Format

jsmith@bouxavenue.com

Example

80%

Success rate

News and media

FashionUnitedFebruary 27, 2024

Boux Avenue launches spring campaign with influencers

Boux Avenue has launched its new spring 2024 campaign, 'Feeling Boux Good,' featuring UK influencers. The campaign aims to celebrate self-love and confidence, showcasing new lingerie, swimwear, and nightwear collections....more

DrapersDecember 12, 2023

Boux Avenue Christmas sales jump 11.8%

Boux Avenue reported an 11.8% increase in like-for-like sales for the six weeks to December 24, 2023, driven by strong demand for gifting items, pyjamas, and lingerie. The growth was seen both online and in its physical stores....more

TheIndustry.fashionJuly 19, 2023

Boux Avenue extends inclusive lingerie offer with new comfort collection

Boux Avenue launched a new 'Everyday Comfort' collection, further emphasizing its commitment to inclusive sizing and comfortable lingerie options. The collection features soft fabrics and versatile designs for daily wear....more

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