Introducing Boux Avenue

I'm very particular about my underwear. I generally only shop at M&S and La Senza, I'm not really sure why I just prefer the quality and how it fits. Generally though, if you want something nice and classy with highstreet prices your options are severely limited. However, that's all set to change next month when Dragon's Den star Theo Paphitis launches his new venture Boux Avenue. Theo is basically a retail guru and did great things with La Senza when he owned them - I personally think they went downhill after he sold them. Boux Avenue is going to have a sexy but sophisticated look and focus on sizing, ranging from 30A to 40G initially and going up to a K cup. With the website launching in late March followed by 30 stores, there's not long to wait til you can get your hands on some gorgeous new lingerie.