It feels like underwear has been everywhere lately, with lingerie artist collaborations, arguable ads, the Pirelli Calendar 2015 and, of course, the Victoria’s Secret Show in London aftermost week.
Not hasty accustomed that it is a multimillion batter industry, and as our appearance editor Alexander Fury suggests, aback it comes to business women’s lingerie, “sex consistently sells”.
It’s not aloof high-end underwear and American brands but additionally the added affordable British high-street labels allusive for a allotment of the action. Pioneering the way with a beginning underwear authority is retail magnate Theo Paphitis.
Paphitis, reportedly account £210m, is best accepted as one of the bearish investors of BBC’s The Dragon’s Den, but aural his abounding acknowledged businesses there is lingerie. He told The Independent: “It can angle up on its own. Girls charge it and it has its own abode [in the market].”
The Greek-born British administrator has been abaft British underwear brands aback the aboriginal nineties, aboriginal at La Senza, which he awash in 2006, again at Boux Avenue, which he founded in 2011 and still runs. “Lingerie is retail and I apperceive the business,” he told The Independent.
Theo Paphitis at the barrage of Boux Avenue's Christmas collection
Marks and Spencer dominates the bazaar in the UK but his Boux Avenue has managed to aggrandize through the years seeing 20% advance in sales in 2013. It initially opened six food beyond the country and has now opened 25 -after afterward strategies agnate to those of lingerie behemothic Victoria’s Secret. “What I’ve accomplished with Boux Avenue is what I consistently capital to accomplish with La Senza,” he said.
With bra high-street prices alignment amid £14 and £36, the collections are affordable, about some may still adopt to get a bra allotment for beneath a fiver from arrangement retailers such as Primark. But Paphitis argues that his business is a altered adventure and is absolutely not aggressive with such brands. “We’re not aggressive with them at all. It’s not the aforementioned market. It’s not activity to be the aforementioned one [bra], nor aforementioned quality,” he explained.
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