Theo Paphitis’s Boux Avenue has grown to 30 stores since its debut five years ago.
The chain is yet to turn a profit, despite narrowing losses, but UK sales soared 35% in 2015 and like-for-likes jumped 18.9%.
Paphitis has big ambitions for the fascia and plans to reach 100 stores globally in the next two years.

A more demanding shopper”
Paphitis says much like the general retail market, the lingerie sector is changing.

“People are buying their products in a different way now. Consumers are becoming a lot more demanding and want their purchases to fit around their lifestyle. People want convenience or experience now.”
Jenkinson agrees and says that women are “much more demanding and much more discerning in their choices”.

People are buying their products in a different way now. Consumers are becoming a lot more demanding and want their purchases to fit around their lifestyle. People want convenience or experience now”

She also points out that what the customer wants can depend on their particular shopping mission.

“There are occasions when you just want to repurchase something you love and be in and out in five minutes,” she says. “Equally, the popularity of our bra fit proves that customers love that service too.
“Good service means different things at different times, it is a competitive market and we are all finding what’s appropriate for our customers.”

However, stores like Victoria’s Secret and Boux Avenue offer customers a more experiential shopping journey with both firms providing a boudoir-style environment.