Lingerie group Boux Avenue appoints new CEO

Boux Avenue, the lingerie group owned by Theo Paphitis, has appointed Marks & Spencer veteran Michael Kerr as CEO. His appointment, effective today, comes as the chain opens its 30th store in Nottingham.

Kerr brings with him 35 years' experience gained at high street giant Marks & Spencer where held a leading role in the lingerie group leading the merchandising team. He has also held the roles of director of homeware and was most recently director of menswear and childrenswear.

Chairman Paphitis said of Kerr's appointment: "Boux Avenue is now a grown up business and ready to go to the next level. We’ve been busy investing in the business, having just opened our 30th store in the UK and bought our own freehold warehouse and distribution centre in Crewe. Alongside this our online business continues to grow.

"I am delighted to bring Michael on board at this pivotal time to continue our expansion and introduce new categories to enhance our growth. We have ambitious plans for Boux Avenue and the experience that Michael brings with him will help to give us the edge in the marketplace.”

Kerr added: “I am really looking forward to leading Boux Avenue through the next stage of its exciting development. I have admired the brand since Theo and his team introduced it to the market place in 2011 and am thrilled to be building on the strong foundations and customer loyalty already established to drive further growth in the future.”