Boux Avenue Ltd. is a chain of lingerie stores based in the United Kingdom.

The chain is owned by entrepreneur Theo Paphitis,[1] best known for his regular appearances on the BBC business programme Dragons' Den and as former chairman of Millwall FC.

Boux Avenue launched in the spring of 2011 initially opening six stores across the United Kingdom.

[citation needed] The name Boux Avenue was inspired by a French waitress who served Paphitis when holidaying with his family in France.

[3] The store has an unusual selling layout in the UK, displaying the majority of its products in drawers as opposed to hanging rails and stands; a similar manner to American lingerie brand Victoria’s Secret.