Entrepreneur Theo Paphitis in Dubai to celebrate Boux Avenue's award win & seasonal launch

Business entrepreneur Theo Paphitis is in the UAE with his company Boux Avenue.

As one of Britain’s leading lingerie brands, Boux Avenue is making an impact on the UAE’s underwear and nightwear category.

Having recently won the Silver Award for Retail Store Design at the Middle East and North Africa Shopping Centre and Retail Awards, the lingerie boutique is going from strength to strength in this market.

Currently in the UAE for the A/W launch of the latest lingerie collection, Theo Paphitis says: “So proud that Boux Avenue was born on Twitter in 2010 and is now a global brand with an award winning store in Dubai”.

Launched in the Middle East in July this year, the flagship Mirdif City Centre store was quickly followed by a store in Dubai Festival City and another in Al Khalidiyah Mall in Abu Dhabi. Its fourth store is due to open at Al Wahda Mall, also Abu Dhabi, at the end of November.

Boux Avenue’s Brand Manager Kristina DJordjevic believes the unique store concept will shake up the lingerie retail sector in the UAE for the better and as a result, additional stores are planned for 2016.

“Boux Avenue sets itself apart as a unique shopping destination and lingerie offering for local women and ex-pats alike. Offering a luxurious store atmosphere with specific product zones, spacious fitting suites complete with three different light settings and a personalised concierge service, the brand is revolutionising the mundane chore of purchasing under garments to make it an experience in itself”.

Boux Avenue is managed in the UAE by Al Ghurair Retail, part of the largest and most successful diversified conglomerates in the region. Mr. Keith Flanagan, General Manager of Al Ghurair Retail said, “It is an honour to have won such an outstanding award in just three months of the brand being in the UAE and opening as many stores in as many months too. Due to the unique product offering, luxurious quality versus economical price per garment and the personalised shopping experience, Boux Avenue represents the lingerie retail experience of the future and we are thrilled to be the driving force behind it in the UAE”.

At the Autumn/Winter lingerie, nightwear and swimwear launch at Magnolia at Al Qasr last night (4th November), Paphitis praised the efforts of Al Ghurair Retail and could not wish for a better partner in the region.