Theo Paphitis opens Boux Avenue lingerie store in Hull's St Stephen's shopping centre (video)
Theo Paphitis opened his new Boux Avenue lingerie store in Hull's St Stephen's shopping centre today.
The Dragons' Den star cut the ribbon in front of a large crowd and posed for pictures with Christmas shoppers.
Free goody bags were handed out with the first 50 purchases after doors opened at 1pm.
Mr Paphitis thanked the "true romantics" of Hull for coming to the launch.
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He says the city is the "natural" place to open his 16th store.
Boux Avenue has been described as offering "affordable opulence".