Entrepreneur Theo Paphitis has unveiled the first product images for his lingerie chain Boux Avenue which will open in late March.

Boux Avenue has signed model Jacqui Ainsley to model the ranges for the chain, which is positioned as a mid-market retailer to rival Marks & Spencer, department stores and La Senza, which Paphitis used to own.

Price points range from £14 to £34 for a bra, and options range from 30A to 40G initially and will go up to a K cup in the future.

The two key product stories for the chain include the feminine, retro inspired ‘vintage garden party’ with flirtatious fabrics such as lace featuring colours such as blush pink. The Marilyn plunge bra (pictured) is available in sizes 32A to 38DD and priced at £32.

The ‘burlesque boudoir’ story is glamorous with rich colours and fabrics including satin and lacing and boning. The valentine corset (also pictured) is available in sizes 8 to 16 and priced at £50.

The lingerie will also be sold online at Bouxavenue.com.

Paphitis said: “Jacqui is the perfect girl to show the two sides of the Boux Avenue woman - feminine and elegant while also being sultry and sexy. Boux Avenue is about appealing to your moods - one day it may be sophisticated, another seductive. Boux Avenue will offer a fantastic lingerie and nightwear shopping experience for women who want to feel special. ’

The first Boux Avenue stores will open in the Trafford Centre, Bluewater, Meadowhall, Lakeside, St David’s Centre and Buchanan Galleries.