Theo Paphitis, who took on Robert Dyas earlier this year, has boosted the marketing budget for his three major retail brands, Dyas, Boux Avenue and Ryman Stationery.
While the first TV commercial for lingerie and nightwear retailer Boux Avenue has just broken on ITV, the latest Robert Dyas ads have been on since October. Advertising for the Robert Dyas Christmas sale starts this week.

Mr Paphitis said: "I am thrilled to see all brands on TV at the same time. The ads are designed to drive traffic to our stores and on line during the crucial pre-Christmas peak weeks. Feedback to our first Boux Avenue ad has been phenomenal and I look forward to hearing similar feedback from our new Ryman and Robert Dyas campaigns."

The combined group comprises 349 stores and 3,600 employees who serve over 28 million customers a year.