Boux Avenue, the lingerie retailer owned by Theo Paphitis, grew sales by 16% in the financial year ending March 2026, delivering an EBITDA profit of £5m and taking the improvement in EBITDA over the past two years to more than £11m.
Growth came across all channels, with like-for-like sales up 10.5% in stores and 14.9% in ecommerce. The brand’s design and buying strategy introduced new ranges across lingerie, nightwear, swimwear and accessories, improving both sell-through rates and overall margins.
Marketing activity drove a 6% increase in active customer numbers. A focus on students lifted sales to that group by 13% year on year, while sales to customers aged 35 and over rose 9%, which the business attributes to campaigns such as Spring Icons Lingerie and Summer Swimwear resonating with a wider demographic.
Online and third-party channels continued to deliver double-digit growth, with sales rising across marketplaces including Next, M&S, Very and ASOS.
Stores also achieved double-digit growth, and the business made significant investment in its estate during the year. It moved its northern flagship to a larger store at Manchester’s Trafford Centre, relocated within Liverpool ONE and refitted its stores at Bluewater, Westfield White City, Guildford and Belfast. Boux Avenue is continuing to look for new locations in prime shopping areas including Edinburgh, Bristol, Nottingham and Leeds.
Theo Paphitis, Chairman and owner of Theo Paphitis Retail Group, which also owns Ryman and Robert Dyas, said:
Founded in 2011, Boux Avenue sells lingerie, nightwear and swimwear through 27 UK stores, its own website and marketplace partners including Next, M&S, Very, ASOS, John Lewis and TikTok Shop. Its collections are designed in-house in London, and store teams offer complimentary bra fitting.
This story was first published on 365 Retail.
