Introducing Boux Avenue

In case you missed the big name reveal last week, entrepreneur and star of hit TV show Dragons’ Den Theo Paphitis announced the name of his new business venture in an unconventional but clever move on Twitter. The decision to make the big

announcement on the social networking site was inspired by an overwhelming positive response to an opinion poll – conducted by Paphitis - asking followers what they thought about the entrepreneur making a business announcement via the site.

Boux Avenue (we like!) will launch in Spring 2011 as a multi-channel shopping experience for lingerie devotees. The Boux Avenue stores and online shop www.bouxavenue.com will offer an unrivalled range of styles and sizes of lingerie and nightwear for all ages.

To coincide with the launch of the online and retail stores, the new lingerie retailer is giving away 2500 £10.00 vouchers to keen shoppers. The first 500 registered followers have already scooped a £10.00 voucher and a further 2000 vouchers will be on offer through a special prize draw.

Paphitis, who has over 50,000 followers on the site, tweeted last week: “The new Lingerie Brand is Boux Avenue Win 2500x£10 vouchers when you Reg at www.bouxavenue.com Twitter exclusive first 500 guarant'd to win”.
 
Revealing the name on Twitter shows a clear indication that Boux Avenue knows how to reach its market – Twitter currently boasts around 175 million registered users and generates 95 million tweets a day – but this comes as no surprise when the owner is one of the UK’s highest profile businessmen credited for reviving profits for brands such as Ryman and La Senza to name but a few.
 
Speaking about the new venture, Paphitis said: “I know that Boux Avenue will offer a fantastic lingerie and nightwear shopping experience for women who are looking for something truly special. This is what women want and will now have, both online and in retail stores nationwide. Boux Avenue will provide outstanding service and a superior fit for all women in a beautiful online and retail environment. I am delighted to be at the forefront of what I believe to be one of the most innovative and exciting lingerie launches.”

Picture: Boux Avenue (mood board)