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Boux Avenue Debuts in Dubai

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The nightwear and lingerie line Boux Avenue founded by Greek-Cypriots in the UK, debuted a new line in Dubai this week.

The brand is created by Greek-Cypriot entrepreneur Theo Paphitis and its CEO Kypros Kyprianou. During an Al Arabiya News interview, Paphitis described his Middle Eastern and worldwide success, "There is no magic bullet that will make you a top entrepreneur, [but rather] loads of reasons why you've got a better chance of succeeding."

Boux Avenue was initially established in the UK in March 2011 and expanded across the nation. The brand has now been showcased in Dubai, after its recent Silver Award for Retail Store Design at the MENA Shopping Center and Retail Awards.

This marks Boux Avenue's initial Middle Eastern location.
Paphitis stated of Dubai, "I call this place my favorite pit stop, everybody comes to Dubai for a pit stop, and if you got a product, get it to Dubai, and people will see it."

Boux Avenue has collaborated with United Arab Emirates' al Ghurair Retail. Paphitis stated of the partnership, "We could not wish for a better partner." Boux Avenue's name was inspired by a waitress that Theo Paphitis met while vacationing in France.

(Source: Parikiaki)