Boux Avenue brands 2025 as 'major breakthrough year' after revealing financials

High street lingerie retailer Boux Avenue, owned by Theo Paphitis Retail Group, has revealed its EBITDA for the year ending March 2024 was boosted by over £2 million, compared to the year prior, thanks to its impactful marketing and product selection.

This positive momentum has continued into the current financial year. The company said that 2025 will see a major step forward in the financial performance of the business, driven by well-received products and strong marketing around key trading moments, such as Valentine’s Day and Christmas.

Trading partnerships with the of M&S, ASOS, Next and Very are also driving brand growth. Looking ahead, Boux Avenue is "seeking more UK and international partnerships" to build on its success.

Theo Paphitis, Owner and Chairman of Boux Avenue, said: "I am delighted to report that after building on its 2024 growth performance (year end 2024), 2025 has also delivered a major breakthrough year for Boux Avenue, taking the brand into profitability - representing over £7 million improvement in the EBITDA in the last two financial years. This performance rewards the hard work of the management and wider team, the elevation and warm reception of the Boux Avenue product range and a targeted marketing strategy.

"In the 30 years of building the Theo Paphitis Retail Group, we remain committed to the multichannel model of retail - but it remains clear that location, location, location is everything in choosing new stores to open. In addition, the thing that has remained consistent is the passion and resilience of shopkeepers and as businesses face new challenges in the sector, I know that we will all dig deep and play with the cards we have been dealt."

On the back of this success, just days ago, the retailer announced it was moving and upgrading its store at Liverpool ONE shopping centre. To celebrate the opening at midday on 17 April 2025, Boux Avenue will be offering a goody bag worth £24 for the first 50 shoppers who spend £40-plus on the opening day, and there will be three hidden golden tickets in-store to win Boux Avenue gift cards worth up to £100.