Theo Paphitis has announced his new business venture on Twitter. Theo conducted a Twitter survey asking his followers what they thought about him making a business announcement on Twitter. The positive response prompted him to reveal the name and launch date of his new lingerie business.Boux Avenue will launch in Spring 2011 as a multi-channel shopping experience. It will place an emphasis on detail and fit, offering an inclusive size range and service both in Boux Avenue stores and at www.bouxavenue.com. Theo’s followers were given the opportunity to sign up and register at www.bouxavenue.com. The first 500 followers that signed up won a £10.00 voucher prior to the opening of the online and retail stores. A further 2000 £10.00 vouchers will be on offer via a prize draw.
