Theo Paphitis: Brighton was on our list from day one

Theo Paphitis, the former star of Dragons' Den, was in Brighton this week to officially open his new Boux Avenue store in Churchill Square.

The new store, which specialises in lingerie, nightwear and swimwear, has created 20 jobs and Mr Paphitis is confident the branch will be a success here in Brighton and Hove.

The popular businessman took time out of his busy schedule to talk to Brighton and Hove Independent managing director Mark Ansell about what makes the lingerie chain unique and the current retail climate.

Mark Ansell (MA): 'You have already opened 22 Boux Avenue stores in the UK, the one in Brighton will be the 23rd. What made you choose the city as the location for your new store?'

Theo Paphitis (TP): 'Brighton was on our list from day one. We are only ever going to open 30 stores but Brighton is a very tight place to get into. It is very rare you can get a decent positioned stall here, hence we had to compromise a little bit to fit us in this one, so it was a case of waiting, nothing else.

'If a stall had become available earlier then we would have been here earlier. Boring as it may be, that is the truth.

'I can't wait to welcome shoppers into Boux Avenue's first Sussex store. Brighton is a leading stylish shopping destination and so a simple choice to open the 23rd store in this ever fashion conscious town.'

MA: 'So has confidence returned to the high street - or have we still got a long way to go?'

TP: 'High street is very specific. This is a shopping centre, not a high street. Shopping centres are one of the problems on the high street to be frank with you. But consumer confidence is good, it was never as low as the politicians and the Stat Office would like you to believe.

'We launched in the middle of the recession but either we must be incredibly stupid or very brave. I like to think I am a little bit brave but I am not completely stupid.

'Consumer confidence has not been as bad as they say and it is getting stronger. You still notice the peaks and dips approaching pay day which is always a good barometer of people's finances but retail is alive and kicking and doing well.'

MA: "As the retail industry continues to advance digitally, why do you think it's important for Boux Avenue to have a high street presence?'

TP: 'This is a classical store - a classic boudoir store, but it has as much technology in it as your average Apple shop.

'I can change the promotion or the price on the till in a matter of seconds from the office. That shows you that things are progressing but people still want to have the physical experience.

'If you think about it, we are an internet shop with a physical experience. Everything is exactly the same as if you had your terminal at home.'

MA: 'What makes Boux Avenue different from your competitors? And what will attract Brighton shoppers to your store?'

TP: 'Number one: there is nothing like us. There is not another lingerie store nationwide like us that offers such exquisite service. Lingerie is the most personal

item of clothing for girls.

'We have changing rooms which have three types of lighting in them. No woman wants to see herself in florescent lighting in the middle of winter.

'You can change the lighting and there is intercom service if there is something you require.

'We give you a really personal service but importantly at affordable prices. It is normal Marks and Spencer's prices but what you get here is a really fantastic shopping experience.

'You get your lingerie wrapped in a beautiful bag, you get a beautiful box with scented petals and it is all about the experience.'

MA: 'Brighton is establishing itself as a hotspot for start-ups. If you could give one piece of advice for local entrepreneurs about how to thrive in the current economic conditions and get ahead of their competition, what would it be?'

TP: 'The current economic climate is a sensitivity to your business plan, it is not your business plan.

'People make money in good times and bad times, they start business in good times and bad times. Some of the most successful businesses have started in difficult

times. We started in the middle of the recession three years ago.

'It is about doing your homework, it really is. It is making sure you know your business and your business plan. That is what it is about."