Theo Paphitis completes Boux Avenue debut at Lakeside

April 8, 2011

Dragon’s Den star and retail guru Theo Paphitis today completed the launch of his new lingerie chain Boux Avenue with the opening of his final debut store in Capital Shopping Centres’ Lakeside in Thurrock.

Cutting the ribbon on his Lakeside store this lunchtime completed a week of debut openings for Paphitis who has been at the launch of all six of his new stores – three of which are part of the Capital Shopping Centres portfolio.

He has already trumpeted the importance of the shopping centre environment for the Boux Avenue launch saying “The collection of great retailers under one roof is one of the benefits that shopping centre retailing holds over other locations.”

“You always save the best till last and we are so pleased to be here,” said Paphitis as he cut the ribbon on the Lakeside store. The 2,282 sq ft Lakeside unit is situated on the lower level main mall close to Hugo Boss, French Connection and Ben Sherman and adjoining a 6,909 sq ft Bank store which opened in late 2010.

Boux Avenue opened its second store and the first in the Capital Shopping Centres portfolio in the Trafford Centre in Manchester on Saturday 2 April. The 2,267 sq ft store sits in Regent Crescent in the lower mall adjacent to Adidas Originals, All Saints, River Island and Zara.  At St David’s in Cardiff, which is a joint venture with Land Securities, Boux Avenue opened a 2,771 sq ft store on the lower ground floor of the Grand Arcade next to Dune and opposite Cult on Wednesday April 6.

“It’s been fabulous and the response from the customers has been superb which is the ultimate accolade,” said Paphitis of the launch programme. “CSC’s centres are shopping centres we know well and trade well in already,” he said.

Caroline Kirby, property director at CSC London said: “We are thrilled the launch of Boux Avenue has gone so well. The stores have already been well received by our customers and we continue to wish Boux Avenue all the best for the future.”   

57 year old Val Price, from Abergavenny, was the first customer to buy something at the St David’s launch purchasing some of Boux Avenue’s luxurious toiletries range. “I’m going to come back when it’s a bit quieter but it’s lovely. It’s very glamorous and feminine and the staff were really friendly too,” she said.

Paphitis plans an initial chain of 30 stores this year but admitted he will be taking a well-earned break after his whirlwind opening tour with a fortnight off for a holiday in Spain.

At Trafford Centre Cushman & Wakefield represented CSC. At St David’s the letting agents are E J Hales, Lunson Mitchenall and Cushman & Wakefield while at Lakeside Lunson MItchenall represented CSC. Boux Avenue was represented in all the deals by Jones Lang LaSalle.

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