Boux Avenue has appointed Mark & Spencer veteran Michael Kerr as its first ever chief executive to action the companies “ambitious plans”.
Kerr departed his 35-year career at M&S earlier this year, where he held various roles including director of homeware and director of menswear and childrenswear.
During his tenure at M&S, Kerr is also understood to have held a senior role at the brand’s lingerie department.
He will now become the first ever chief executive of Theo Paphitis’s Boux Avenue brand, which launched in 2011 and now trades from 30 stores across the UK.
“Boux Avenue is now a grown-up business and ready to go to the next level,” the Dragons Den star Paphitis said.
“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.”
Kerr added: “I am really looking forward to leading Boux Avenue through the next stage of its development and am thrilled to be building on the strong foundations and customer loyalty already established to drive further growth in the future.”