Britain's answer to Victoria's Secret; Boux Avenue was launched in April 2011. The name Boux Avenue was inspired by a French waitress who served the founder; Theo Paphitis; when holidaying with his family in France. Specialising in women's lingerie; swimwear and nightwear; at accessible prices; Boux Avenue prides itself on a superior fit; outstanding customer service and an inclusive size offering.

The brand has won three Global RLI awards including Rising Star 2012 and UK Retailer of the Year in 2013 and 2014 and now has 30 stores in the UK and 18 internationally.