Lingerie chain Boux Avenue has appointed Laura Perrin, formerly of French Connection, as brand and marketing director.

In her new role Perrin will take responsibility for overall strategic direction for the the fledgling lingerie chain owned by retail entrepreneur Theo Paphitis. She will also concentrate on the growth of the multi-channel business both in the UK and internationally.

Perrin was previously marketing and PR director at men’s and womenswear chain French Connection where she was responsible for driving and initiating the retailers ‘The Man/The Woman’ campaign.