Video: Theo Paphitis on entrepreneurship in the Middle East

Theo Paphitis started his career selling tea at the age of 15 in the United Kingdom

Hind Mustafa
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Theo Paphitis, one of Britain’s leading entrepreneurs, launched a new collection for his underwear and nightwear brand, Boux Avenue, in Dubai on Tuesday.

In an exclusive interview with Al Arabiya New, Paphitis shared simple rules of thumb on becoming a successful entrepreneur in the Middle East, and making it globally.

“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,” he told Al Arabiya News.

The brand, Boux Avenue, was born on Twitter in 2010 and launched in the United Kingdom in March 2011. It currently has dozens of stores across Britain and after recently winning the Silver Award for Retail Store Design at the MENA Shoppong Center and Retail Awards, Boux Avenue is now available in Dubai, the brand’s first “pit stop” in the Middle East.

About Dubai, Paphitis said: “I call this place my favourite 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 has partnered with al Ghurair Retail in the UAE. “We could not wish for a better partner,” Paphitis said at the launch of Boux Avenue’s Autumn/Winter lingerie, nightwear and swimwear collection.

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