Since its inception in 2011, the company has grown its sales to reach £44.4 million and built a credible nationwide presence, with 29 UK stores and 14 international stores opened.

The business has also redesigned its website with smartphones and tablets in mind.

Boux Avenue originally launched as an online business and witnessed impressive growth from the outset, but even Theo had to admit that the platform had grown tired.

“Our original platform was robust, but with the fabulous growth that we’ve had it really started creaking at the seams, so we had to go to the next stage in terms of where our platform is concerned,” he told Lingerie Insight in 2017.

Also in 2017, Boux Avenue constructed a 70,000ft2 warehouse to meet the rising demand for its lingerie and swimwear sales internationally.

The brand used to share a warehouse with Theo’s stationery brand Ryman, but it now has its own space.

“It’s come of age,” said Theo, referring to his lingerie and swimwear brand. “It’s almost like its moving away from home and into its own place.”

The CEO said he is “very confident” that a big share of Boux Avenue’s future growth will come from overseas, after having recently launched an international website and agreed wholesale deals with German ecommerce giant Zalando and US retailer Nordstrom.

“International, for us, has shown huge growth, delivering all around the world, not just in Europe, but the USA, Australia, New Zealand. You name it, we are doing business there, and hence why we had to build a new warehouse,” he said.

Boux Avenue has been engaging with consumers through various campaigns in recent seasons, including its #impressyourself campaign, created to inspire and empower women through the movement of dance.

More recently, Boux Avenue collaborated with singer and Strictly Come Dancing Star, Mollie King, who fronted the retailer’s Christmas 2017 campaign.

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