Former Dragons’ Den star Theo Paphitis officially opened his new lingerie shop in Aberdeen today.
The entrepreneur travelled to The Granite City to be at the launch of Boux Avenue in Union Square shopping mall.
Dozens of women gathered outside to watch him cut the ribbon then posed for a photograph with the businessman.
Mr Paphitis said he had been struggling to get the right space for his business in the city.
He said: “We’ve been trying to get into Aberdeen for ages. We’ve been struggling to get the right site.
“At last we’ve got a site and I think the ladies of Aberdeen are taking it to their heart.
“Aberdeen is not just a major Scottish city, it’s an international city. For us the demographics are right and it was always in our first 10 stores. But it has taken us this long.
“It’s not just a brand, it’s a lifestyle experience. We want to give them the experience – a speciality. When you go into the changing rooms it’s like nothing you’ve experienced before.”
Mr Paphitis said the brand had been growing in popularity since launching in 2011 and he was now keen to expand abroad and add to his 10 international stores.
The businessman visits Aberdeen regularly because he has friends living in the city and enjoys going out shooting in the winter months.
He added: “It is one of my favourite places to visit so it’s a great excuse to come up here for a few days.”