Say Boux

Theo Paphitis’ new lingerie chain Boux Avenue was launched at a glittering do at Sketch last night, and the attendees were an unusual mixture of retail stalwarts - Paul McGowan from Hilco, Guy Grainger from Jones Lang, Nick Bradley from Alix Partners, me - and ‘celebs’ - Max Clifford, Simon Jordan, Nick Knowles, Brendan Cole, plus quite a few ladies modelling the product.

Retailer-turned-TV star Theo was in his element launching the brand and it was a nice touch that he got his team up on stage to share the limelight too, including his right-hand man and good friend of Retail Week Kypros Kyprianou. It must be very odd in Theo’s head office in Wimbledon that half of the office spend their time doing lingerie shoots, while the other (Ryman) half only get to spend their time dealing in pens and paper clips.

Theo wasn’t overimpressed with some comments I made about the name of the new lingerie business last year, but I have to say I think the brand will be a winner. The stores look like real thought (and money) has been invested in the fit-out, while it looks like the product is glamorous while at an affordable price point.

There are only six stores in prime shopping centres to start with, plus a strong web offer, but the aim is to take on Marks & Spencer’s still dominant share in the lingerie market. Boux Avenue has the feel of affordable luxury, and the sophisticated store environments will be in stark contrast to the rather clinical environments in which most women buy their bras and knickers in M&S.

Paphitis knows the lingerie game better than anyone and that should mean that Boux Avenue stands a fighting chance of becoming a real player in the market. Let’s hope so - new UK retail chains are few and far between these days. The last one I can think of was George Davies’s Give, which didn’t come to anything much - I think Theo stands a much better chance with this one.