Entrepreneur Theo Paphitis has revealed his new lingerie brand will be called Boux Avenue, and has outlined plans to open in top shopping centres including Manchester’s Trafford Centre, Sheffield’s Meadowhall and the Bullring in Birmingham.

Boux Avenue is positioned as mid market and will go up against M&S, department stores and La Senza, which Paphitis used to own. Price points will range from £14 to £34 for a bra, and Paphitis has described it as “affordable luxury”. It will also offer a range of larger sizes up to G.

Paphitis told Retail Week: “I’m dead proud of it. The product, the brand, the store concept, the marketing concept. It’s fresh. We’re launching in one of the most uncertain times in living memory. But I’m a long-term player.”

The retailer wants to open in 30 shopping centres from next March. It will also sell online at Bouxavenue.com. About eight shops will open at launch date.

Boux Avenue launches as competition in the sector hots up. Women’s fashion brand Etam, which exited the UK in 2005 to focus on its European and China markets, is returning to the UK as an upmarket online lingerie retailer.

US lingerie giant Victoria Secret opens in the UK in 2012.

Boux Avenue, which previously had the working title DNA Lingerie, is being advised by property agent Jones Lang LaSalle.