Boux Avenue, the lingerie brand owned by Dragons' Den star Theo Paphitis, will be opening its first store in the West Midlands at Bullring next month.
Mr Paphitis launched Boux Avenue, which sells a range of lingerie, nightwear, accessories and swimwear, in April last year.
Mr Paphitis said: “As one of the busiest and most recognised shopping destinations in the UK, Bullring makes the perfect home for our next Boux Avenue lingerie store.”
Tim Walley, general manager at Bullring, said: “We continually strive to improve our retail mix and evolve the offer for our shoppers.
"Boux Avenue is therefore a great addition to the centre ... bringing a brand that is not available anywhere else in the region to Birmingham”.
The news of Boux Avenue's arrival follows last week’s announcement that the new concept store from Foot Locker, Locker Room, would also be opening at the Bullring in time for Easter.