Dragons’ Den star and retail guru Theo Paphitis opened his 10th Boux Avenue store in Chapelfield Shopping Centre, in Norwich today.

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The luxury lingerie boutique focuses on service and fit with fashionable and stylish pieces in sizes ranging from 30A to 40H.

Mr Paphitis who used to own national lingerie chain La Senza until 2006 has a wealth of experience in the lingerie retail business.

“Providing excellence in service and an environment that really makes women feel pampered is key to Boux Avenue,” says Mr Paphitis.

“Opening a store in Norwich has always been on our agenda as the city is one of the top ten shopping destinations in the UK.”

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