Boux Avenue gets new CEO from M&S as veteran Kerr joins

Intimates retailer Boux Avenue has named its first ever CEO with M&S lingerie veteran Michael Kerr taking up the role at the business that’s owned by celebrity retail entrepreneur Theo Paphitis.




Starting on Monday (October 8), it will be quite a change for the exec who had spent 35 years at M&S across roles that took in buying, selling and operations.

His important lingerie experience came when he led the merchandising team in what has been one of M&S’s most successful product categories. But he also has wider experience, having been director of homewares and of menswear and kidswear most recently.

Paphitis said in a statement: “Boux Avenue is now a grown-up business and ready to go to the next level. We’ve been busy investing in the business, having just opened our 30th store in the UK and bought our own freehold warehouse and distribution centre in Crewe.

“Alongside this our online business continues to grow. I am delighted to bring Michael on board at this pivotal time to continue our expansion and introduce new categories to enhance our growth. We have ambitious plans for Boux Avenue and the experience that Michael brings with him will help to give us the edge in the marketplace.”

A couple of months ago, the company reported rising sales but a wider loss on the back of investment in a new website and warehouse facility. It has also been opening new stores, including one recently at the Westgate Centre in Oxford and another just days ago in Nottingham’s Intu Victoria Centre.

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