More than a year after its inception, Boux Avenue boss Theo Paphitis admitted last night that he was glad to finally be unveiling his new lingerie chain. Speaking at the official launch at Sketch in London, Theo let scantily clad women dressed in his new ranges do the talking before he took to the stage himself to unveil the luxurious new shopfit and thank those involved.

Speaking exclusively to Porterfield PR he said his first six stores – which include three within the Capital Shopping Centres portfolio – provided the spine of Boux Avenue and that future stores will fill in the gaps.

Spotted at the event – and of course attracted by the launch of a brand new retail chain rather than the lure of near naked women in gorgeous underwear – were Brendan Cole, Nick Knowles, Max Clifford and Nick Moran. And of course Porterfield’s own Ian Purvis pictured with one of the more statuesque models.

Good luck to Theo and his team – judging by what we saw last night it looks like they really have suceeded in bringing something new to the retail landscape.