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Theo and Peter Jones CBE sell Red Letter Days


30 November 2017

Following 12 years ownership of Red Letter Days, Dragons’ Den stars Theo Paphitis and Peter Jones CBE have successfully concluded a sale of the business to Smartbox Group, for an undisclosed sum.

Theo commented, “although not an official pitch this has undoubtedly been one of the most successful business ventures ever to come out of the Den! Peter and I have thoroughly enjoyed the journey together and in a way feel a tinge of sadness moving on. We wish to pass on our appreciation and thanks to all our colleagues, partners and of course, customers who have supported us.” Peter added, “the time felt right. Joining the Smartbox Group will ensure an exciting and progressive next chapter in Red Letter Days’ evolvement. We have been honoured and privileged to be custodians of the business since 2005.”

It has been quite a journey for Paphitis and Jones in taking the business out of administration to annual turnover in excess of £30m and pre-tax profit £2m +. Today some 500,000 customers a year enjoy the wide range of experiences on offer.


Theo Supports Cyprus Tourism Board

Theo joined up with the Cyprus Tourism Board to help promote Cyrpus as a tourist destination. As Halloumi is the national cheese of Cyprus, the board decided to put on a Halloumi pop up in Hoxton.

Theo commented:

“Cyprus and its food are true passions of mine and the pop up restaurant will bring the delicious Cypriot cheese, halloumi, to every dish on the menu…even the dessert.

I’m sure many other people will fall in love with the Cypriot national cheese once they’ve tried it – and perhaps even visit Cyprus to discover the rest of the island’s delicious cuisine and wine.”

The pop will feature 5 different dishes and for those who love Halloumi, now is you moment to try out Halloumi ice cream!

Dishes will include chargrilled halloumi flatbread, crumbled halloumi fingers with chilli jam included, halloumi cauliflower fritters and a courgette and halloumi salad.

In addition to delicious food there will be traditional Cypriot cocktails, including harissa Bloody Marys and coriander and ginger martinis.

The Halloumi pop-up was picked up by Unilad and has gone viral across all social channels.

The Halloumi pop-up will be at 100 Hoxton, located at 100-102 Hoxton Street, N1 6SG from 13 – 19 November, 2017.

Theo Supports DWP on Latest Pensions Campaign

This year, Theo is once again supporting the Department of Work and Pensions to help millions save money for their pensions. Theo supported the DWP in their successful campaigns in 2012 and 2015 to help spread the word about auto enrolement.

This year Theo was one of three celebrity influencers who took part in the campaign, he represented the retail sector, TV builder Tommy Walsh representing construction and First Dates star Fred Sirieix representing the hospitality industry.

Theo filmed a video for the Social Media part of the campaign, which saw a camera crew come down to the White City Boux Avenue store for the day.

The campaign seeks to explain to employees who are eligible for workplace pensions that their pensions accrue value as they work and that when they pay, their boss pays too. Meanwhile, employers will be told it is their legal duty to provide a workplace pension, even if they only employ one person, and they will be prompted to get to know their responsibilities via the Pensions Regulator.

Theo Video:

For more information, visit:

Theo’s Great Christmas Giveaway

As we are now counting down to Christmas, Theo is feeling festive and has decided to run a Christmas competition on twitter (@theopaphitis) from the 1st-12th December.  There will be 12 consecutive competitions, offering a prize a day, from each of the four retail brands in the Theo Paphitis Retail Group.  So, Boux Avenue, London Graphic Centre, Robert Dyas and Ryman are all offering up prizes across the twelve days.  All you have to do, to be in with a chance to win, is make sure you follow Theo on twitter and RT a competition post with the hashtag #XmasTheoGiveaway.

The prize on offer will be announced at 10am every day, with entries open until Midnight each night.  The winner will be announced the following day at Midday.  The winner will need to DM the brand of the day (@BouxAvenue, @RobertDyas, @RymanStationery or @LondonGraphics) with their details to claim their prize!

Good luck…..and don’t forget the all-important Terms and Conditions!


Terms and conditions

Each daily competition is separate from the next, and there are 12 in total.

  1. Each competition entry is valid from 10am to midnight on each competition day (1-12 December 2016)
  1. To enter the competition entrants must RT and follow @TheoPaphitis as well as including the hashtag #XmasTheoGiveaway.
  2. Only one entry per person is allowed per day. Multiple entries will be deemed invalid. No purchase is necessary to enter the competition.
  3. One winner per day (112 December) will be chosen at random and will win the prize for that day. The winner will be announced the day after each competition at midday.
  4. There will be 12 winners in total, one per day.
  5. The winner will be announced each day through twitter. At which point we will request that the winner provides their postal address for the prize to be delivered. If the winner does not respond with their postal address within five days we will randomly choose another winner from the entrants the next day.
  6. We reserve the right to amend or cancel this offer at any time.
  7. No cash alternative shall be provided.
  8. This competition is only applicable for UK residents over the age of 18.
  9. The prize will be sent to the address supplied at point 6 within one week following the announcement of the winner.
  10. The promoter is the Theo Paphitis Retail Group and the address is 22-24 Worple Road, London, SW19 4DD.

Theo addresses the Oxford Union

On the 7th June, Theo Paphitis was invited by the Oxford Union to have an ‘In Conversation with…’ evening, hosted by the Oxford Union President, Robert Harris (pictured with Theo below).  Theo attended a drinks reception with evening ballot winners,  before being interviewed by Robert. An intensive Question & Answer session followed the interview, with questions from academics and budding entrepreneurs alike.

Theo and Robert

Topics including future business trends, the reliability of Wikipedia, social enterprise opportunities and how to best market a business were on the agenda and it was also a chance for Theo to discuss the upcoming EU Referendum in detail.

Dragon’s roar at EU scaremongers

Dragon’s roar at EU scaremongers

Paphitis blast for In-Out camps


Former Dragon’s Den star Theo Paphitis has accused scaremongering pro-EU campaigners of talking “codswallop”.

The business mogul slammed the Remain camp for warning of dire consequences if the UK voted to leave in the June referendum.  But, he also gave those leading the Brexit side both barrels, saying they had failed to explain what life would be like if Britain went it alone.

Paphitis, who owns high street stationer Ryman and hardware chain Robert Dyas, insisted he had not made up his mind which way to vote.  But he vented his fury at those leading both the In and Out campaigns for not giving the public clear facts.

He said: “I am reasonably well connected, and if I can’t make my mind up, what chance has the man or the woman on the omnibus got?”  The entrepreneur went on: “There is this Project Fear about what will happen if we leave, which is absolute codswallop.

“Then, on the other side, the Leave campaign need to make very clear what they see will happen once we leave, if that’s what we vote to do.”

Paphitis also put the boot into US President Barack Obama after he warned the UK should stay in the EU.  He said: “If ever I was going to be moved one way, it would be opposite to what he is saying.  Coming here and wagging his finger at us, the longest democracy in the world, and saying stay in or otherwise we’ll give you a slap.”

Paphitis’ no-nonsense comments came as he prepared to mark the fifth anniversary of his lingerie firm, Boux Avenue this month.  The chain has 28 UK stores, 12 overseas and contracts to add 80 more abroad on a franchise basis.

Paphitis predicted the brand would make its first profit in the current financial year, from a small loss last year.  It came on the same day department store chain BHS plunged into administration.

Paphitis said: “I don’t know anyone who didn’t see that one coming.  It is very sad but, at the end of the day, you stand or fall on your sales results and having something everyone wants.”

Paphitis also warned trading across the high street had been hit by weak consumer confidence, linked in part to the EU referendum.  “The last few months have been incredibly tough,” he said.

Source; The Mirror, Graham Hiscott, Business Editor, 26 April 2016