All Boux Avenue articles
TRPG-owned lingerie brand Boux Avenue was launched in 2011, initially opening six stores across the UK. It operates 30 domestic stores as well as 12 international franchises with ambitious plans for further expansion. Its stores have a luxurious and service-oriented environment, including a concierge service and high-tech changing rooms that feature an intercom to communicate with store associates. The brand has also tried to set itself apart by being an inclusive brand targeting a wide range of age groups.
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NewsExclusive: Boux Avenue partners with cancer charities to ‘look after women from top to bottom’
Lingerie retailer Boux Avenue has announced two new charity partnerships with CoppaFeel! and Jo’s Cervical Cancer Trust in a bid to educate and look after women “from top to bottom”.
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NewsBoux Avenue poaches new marketing boss from Ted Baker
Boux Avenue has announced that Jason Beckley will join the lingerie retailer as its new chief marketing officer.
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NewsExclusive: Tycoon Paphitis reports strong Christmas in store and brands’ return to profit
Entrepreneur Theo Paphitis, owner of Ryman, Robert Dyas and Boux Avenue, revealed a Christmas sales uplift across the board and a return to the black for key brands.
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AnalysisPM for a day: What M&S, Co-op and AO’s leaders would do in the top job
As Rishi Sunak and Liz Truss challenge each other for leadership of the Conservative Party and the country, all eyes are on them for solutions to pressing problems such as the cost-of-living crisis.
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InterviewHow Theo Paphitis went from sales assistant to tycoon, TV star and campaigner
As Theo Paphitis wins the AlixPartners Outstanding Contribution to Retail Award, the boss of Ryman, Boux Avenue and Robert Dyas reflects on his lifelong passion for retail
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DataData: The 15 most improved retailers for gender pay equality 2022
Retail Week ranks the top-performing and most improved retailers for gender pay equality this year.
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NewsTycoon Paphitis urges rates reform as strong Christmas follows annual loss
Theo Paphitis has called on the government to “grasp the business rates nettle” as he gave an update on Christmas trading and Ryman posted its first annual loss in more than two decades of his ownership.
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Prospect Analysis
Boux Avenue (Overview)
Boux Avenue is a lingerie retailer that was established by retail entrepreneur and former Dragons’ Den star Theo Paphitis in 2011.
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Prospect AnalysisBoux Avenue (Financials)
Boux Avenue’s performance for the 2021 financial year to 26 March 2022 (FY2021) marked a further improvement on the previous year when it had posted an encouraging set of results following the strategic review that took place at the beginning of the financial year. Although the pandemic continued to create a challenging retail environment, Boux Avenue sales surged 43.2% to £67.1m in FY2021 with store sales growing as pandemic-related restrictions were lifted. Ecommerce sales slipped 1% to £34.8m in FY2021, from £35.1m the previous year.
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Prospect AnalysisBoux Avenue (SWOT)
Along with the Ryman stationery business and hardware retailer Robert Dyas, Boux Avenue forms part of the Theo Paphitis Retail Group. While each brand continues to file separate accounts, they benefit from sharing certain central resources such as management, distribution, IT and ecommerce facilities.
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Prospect AnalysisBoux Avenue (Strategy)
Boss Theo Paphitis implemented a full strategic and operational review at Boux Avenue in 2020 in response to declining sales and mounting losses.
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Prospect AnalysisBoux Avenue (People)
The senior Boux team was restructured at the end of 2020 to reflect the importance of product and marketing in driving the turnaround of the business.
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Prospect AnalysisEcommerce at Boux Avenue
Ecommerce has been a core part of Boux Avenue’s growth plans from the outset, while this focus has taken on even greater impetus as a result of the pandemic from 2020.
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Prospect AnalysisSupply chain at Boux Avenue
Boux Avenue initially made use of the Theo Paphitis Retail Group’s distribution facilities in Hemel Hempstead, but opened its own 70,000 sq ft DC at the group’s ‘state of the art’ facility in Crewe in 2017. In its results for the 2021 financial year, the retailer said it had invested in automating its distribution centre to increase capacity and improve efficiency, to support growth plans.
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Prospect AnalysisStores at Boux Avenue
Boux Avenue underwent an aggressive opening programme in the first few years following its inception, but this put serious pressure on the bottom line. In November 2022 it opend two news stores and has hinted that there could be more in the pipeline for 2023 and 2024.
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Prospect AnalysisTechnology strategy at Boux Avenue
The three retailers forming the Theo Paphitis Group – Boux Avenue, Ryman and Robert Dyas – share central IT and ecommerce facilities, although Boux Avenue has received the bulk of the group’s recent investment.
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Prospect AnalysisCustomer and marketing at Boux Avenue
Boux Avenue is a mid-market lingerie retailer with price points for most bras ranging from £15 to £35. It aims to be an inclusive brand in terms of age and size of its customers.
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Prospect AnalysisBoux Avenue (Outlook)
Boux Avenue’s performance for the 2021 financial year saw the retailer edge closer to turning a profit. Store sales have rebounded, while ecommerce is returning to more normalised levels. The opening of two new stores at the end of 2022, with potentially more to come, reflects optimism within the business.
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NewsPaphitis warns it’s ‘goodnight Vienna for physical retail’ without rates reform
Retail tycoon Theo Paphitis has urged chancellor Rishi Sunak to reform business rates or risk the “destruction” of bricks-and-mortar retail.
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VideoRetail Question Time with Theo Paphitis and Richard Walker
In the first edition of our new video series Retail Question Time, Ryman, Robert Dyas and Boux Avenue owner Theo Paphitis and Iceland managing director Richard Walker discuss government aid for the industry during the pandemic, business rates reform, their hopes for next week’s Budget – and why they both oppose high-speed rail link HS2.
