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Published
Dec 11, 2018
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Boux Avenue gets brand boss from rival Hunkemoller

Published
Dec 11, 2018

After tapping former M&S executive Michael Kerr as CEO, Boux Avenue continues to build its management team with the appointment of a new brand and product director.


Boux Avenue


Zoe Price-Smith seems a natural fit for the job, having served as global design director of European lingerie brand Hunkemoller for the past seven years. Prior to that, she worked as a design consultant for Marks & Spencer and House of Fraser, and was head of design at FatFace and Crew Clothing.

At Boux Avenue, she will work with new CEO Michael Kerr to transform the label into the “go-to lingerie and nightwear brand” and help drive growth through expansion and new categories. Her appointment follows that of Kerr as the brand’s first CEO in October, building momentum for the business owned by Theo Paphitis.

“Zoe’s vision, creativity and commercial focus will further strengthen the Boux Avenue range, team and overall business. Her unique understanding of building brand identities and product, alongside Michael, will drive Boux Avenue forward to further success and enable it to be recognised as the go-to lingerie and nightwear brand in the marketplace,” Paphitis commented on her appointment, according to Retail Week.

CEO Michael Kerr added: “In the short time I’ve been at Boux Avenue it’s very clear that our customers and the brand will benefit hugely from a clear focus on unique product ranges designed and developed in-house for our target customer. I am therefore really excited to welcome Zoe.”

Launched in 2011, Boux Avenue now trades from 30 stores across the UK. It recently bought its first warehouse and distribution centre in Crewe.

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