Lingerie store Boux Avenue opened by former Dragons' Den star Theo Paphitis

It is the 30th Boux Avenue shop nationwide

Former Dragons' Den star Theo Paphitis cut the ribbon as the newest branch of high-end lingerie shop, Boux Avenue, was officially opened at the intu Victoria Centre.

The retail mogul said Nottingham was a city he had been keen to bring his brand to after enjoying success here with La Senza and the stationery firm, Ryman.

Dozens of shoppers took advantage of the official opening on Wednesday, October 3, as goody bags were offered to customers and deals were made available to celebrate the event.

Speaking after the opening, Mr Paphitis said: "There is a simple reason that all shopkeepers come to Nottingham and that is because it is good business for us here.

"Nottingham was 10th on our schedule for opening. Sadly, the store fell through and we had not been able to find another store, in the right location in the centre here, until about 18 months ago. The centre came back to us and said are you still keen?

"We said yes but it has to be right store and they said we have the right store for you - it was the same one (that fell through previously)

"It has taken a while but we are pleased to be here because its a big centre, it's a power centre, it's a centre for where the population is, people come here."

In addition to lingerie, the shop, which is the company's 30th nationwide and the first in the East Midlands, has recently branched into activewear.

(Image: Nottingham Post)

Products are available in sizes 6-18 and cup sizes 28 – 40, A to G. A bra-fitting service is also offered by staff who have been trained under a City & Guilds-accredited programme.

Mr Paphitis added: "The whole brand has been borne out of being confident, being sassy, being sexy and about the people that buy the product.

Check out some of the posh pants on offer at high-end lingerie store Boux Avenue - opening in the Viccy Centre

"If you're feeling good about the way you're dressed, then you're going to have a good day."

The shop has been open to customers for about two weeks and the indications are that the Nottingham branch will be a positive addition to Boux Avenue's portfolio, with positive numbers coming through the doors and buying products.

Mr Paphitis said: "Nottingham is always a successful business area for us, so it's not been a surprise for us that the store has been a success since we first opened."