Kristina Maksvytyte
Director of E-Commerce
Boux Avenue
[LinkedIn Profile](http://www.linkedin.com/in/kristina-maksvytyte-b8033a8b)
Professional Overview
Kristina Maksvytyte is the Director of E-Commerce at Boux Avenue, a leading UK-based lingerie and womenswear retailer. She is based in the United Kingdom and maintains 500+ professional connections on LinkedIn, highlighting her extensive industry network.
Maksvytyte brings a robust background in applied analytics and merchandising, underpinned by a BSc in Applied Mathematics from Kaunas University of Technology. In her current leadership role, she is responsible for setting and executing Boux Avenue’s e-commerce strategy, overseeing online sales channels, digital growth initiatives, and the integration of marketing and technology to optimize the company’s digital presence.
Her experience and skill set include merchandising, e-commerce optimization, and cross-functional leadership, with proficiency in English (full professional level), Lithuanian (native), and Russian (professional working proficiency).
Boux Avenue: Company Snapshot
- Founded: 2011
- Headquarters: 3rd Floor, 1 St George's Road, Wimbledon, SW19 4EU, UK
- Parent Company: Theo Paphitis Retail Group
- Chairman: Theo Paphitis
- Key Executive Team:
- Retail Director: Alex Paphitis
- Product/Trading Director & Design Director: Zoe Price-Smith
- Marketing Director: Axia Gaitskell-Kendrick
- CFO: Richard Allen
- Buying Director: Debby Duckett
- Standalone UK Stores: 30
- Key Stockists: Very, Next, Littlewoods, ASOS, Zalando, Nordstrom
- Key Markets: United Kingdom, USA, Europe, China, Australia, New Zealand, Japan
- Product Range: Womenswear, Lingerie, Accessories
- Annual Revenue: £59.9 million (2024)
Boux Avenue is recognized for its focus on elegance, attention to detail, and empowering lingerie designed for a modern, diverse female customer base. The company has demonstrated strong growth and brand relevance, underpinned by regular new collections—including recent launches in loungewear, activewear, and solution-focused lines—and high-profile collaborations.
E-Commerce and Digital Strategy
Under Kristina Maksvytyte’s direction, Boux Avenue’s online business is positioned as a critical growth driver. Recent performance highlights include:
- Digital expansion and channel integration to drive omnichannel sales.
- Strategic partnerships with leading platforms and marketplaces (e.g., ASOS, Zalando, Nordstrom) to extend reach and capture incremental revenue opportunities.
- Implementation of AI-driven performance marketing technologies and analytics for conversion optimization.
- Emphasis on customer experience across desktop, mobile, and social platforms, leveraging high-visibility campaigns (e.g., unretouched image launches, cause-related marketing such as support for Jo’s Cervical Cancer Trust).
- Upgrading physical stores to align with digital strategy, as evidenced by recent capital investment in flagship locations.
Boux Avenue’s approach prioritizes both customer empowerment and digital-first innovation, reporting strong financials in 2024 and designating 2025 as a “major breakthrough year” for the brand.
Key Actionable Insights
- Kristina Maksvytyte holds P&L responsibility for all Boux Avenue e-commerce operations, making her the principal decision-maker for any solution aimed at digital growth, marketing optimization, or channel expansion.
- She has a demonstrated analytical and cross-cultural skill set, making data-driven proof of value and ROI-focused proposals highly resonant.
- Boux Avenue’s recent trajectory emphasizes incremental sales growth through innovation in online channels, partnership models, and technology adoption—suggesting a high openness to initiatives that enhance conversion, expand reach, or optimize customer experience.
- The cross-functional nature of the Boux Avenue executive team indicates a collaborative, holistic approach to technology and digital transformation, with strategic objectives tightly aligned across marketing, buying, finance, and product development.
Contact and Communication
- Location: United Kingdom
- Languages: English, Lithuanian, Russian
- LinkedIn: [Kristina Maksvytyte](http://www.linkedin.com/in/kristina-maksvytyte-b8033a8b)
Summary of Relevance:
As Director of E-Commerce at Boux Avenue, Kristina Maksvytyte is centrally positioned in the digital transformation and growth of one of the UK’s most prominent lingerie and womenswear retailers. Her expertise in analytics, merchandising, and market expansion, combined with Boux Avenue’s ambitious digital agenda and recent strong financial results, establishes her as a high-value contact for digital partnership, platform solutions, and performance-driven marketing initiatives.
