Boux Avenue, the lingerie specialist owned by tycoon Theo Paphitis, has bolstered its management team with a key hire from European counterpart Hunkemoller.

Boux Avenue has appointed Zoe Price-Smith as brand and product director. She is the retailer’s second high-profile hire in the last few months, following the appointment of former Marks & Spencer executive Michael Kerr in October as its first chief executive.

Price-Smith, who has been Dutch lingerie firm Hunkemoller’s global design director for the last seven years, also brings experience in lingerie and womenswear from other retailers including M&S, Fat Face and Crew Clothing.

Paphitis said: “Zoe’s vision, creativity and commercial focus will further strengthen the Boux Avenue range, team and overall business. Her unique understanding of building brand identities and product, alongside Michael, will drive Boux Avenue forward to further success and enable it to be recognised as the go-to lingerie and nightwear brand in the marketplace.”

Price-Smith said: “I’m looking forward to developing the brand from being a pure retail business to a design-led brand, with a clearly defined handwriting across the business.”

Kerr said: “In the short time I’ve been at Boux Avenue it’s very clear that our customers and the brand will benefit hugely from a clear focus on unique product ranges designed and developed in-house for our target customer. I am therefore really excited to welcome Zoe.”