The ecommerce director of Boux Avenue, the fledgling lingerie chain owned by retail entrepreneur Theo Paphitis, has left the business just two months after the website launched and the first store opened.

Dan Lumb, listed in the Retail Week Etail Power List 2010 as ‘one to watch’, joined the business in July last year, and a spokeswoman for the retailer confirmed that he was no longer with the company.

It is unclear if Lumb has another role to go to, and the spokeswoman would not comment further on the situation or when a replacement is likely to be recruited.

Boux Avenue, which is positioned as mid-market with bras priced between £14 and £34, opened six stores at the beginning of April and the transactional website went live at the same time.

Paphitis has previously said Boux Avenue’s website was as important to the business as its stores.

Prior to Boux Avenue, Lumb gained his ecommerce spurs at footwear retailer Schuh where he was promoted from internet manager to head of ecommerce.

Boux Avenue has stores in locations including Glasgow’s Buchanan Galleries, Meadowhall and The Trafford Centre.