TV entrepreneur Theo Paphitis has revealed why he has taken his luxury lingerie brand to Brighton.

The former Dragon’s Den star and retail magnate reckons Boux Avenue will offer the ultimate personal shopping experience.

The branch of the store opened at the weekend in Churchill Square.

He said: “We have lots of loyal customers on the South Coast – so we wanted to give them another destination where they can go and get the Boux Avenue lingerie experience.

“Brighton is all about style, fashion and individualism – people can express themselves however they want – it’s great.

“With Boux Avenue’s fashion lead, beautiful designs and bold colours - Brighton is a great home for the brand.

“In terms of the market, it’s a fabulous mix; Boux Avenue is inclusive of everyone no matter their age, shape, size or style, so I believe it will fit in well with the Brighton shoppers.”

The retail magnate owns Ryman and Robert Dyas, and made £100 million selling his stake in lingerie brand La Senza.

He founded Boux Avenue in 2011 and now has 21 stores across the UK.

A major revamp of Churchill Square is nearly complete with Topshop and Topman’s flagship 22,000sqft store due to open on October 2.

Refurbished BHS, Burtons and Dorothy Perkins stores have already opened.