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Ryman Stationery and Boux Avenue, owned by retail tycoon and Dragons’ Den star Theo Paphitis, are both making their TV debuts this week to drive Christmas shoppers in-store and online.

Ryman will air the first TV ad in its 120-year history this evening running two 20-second films showcasing product promotions.

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 salestarts this week.

The ads are designed to drive traffic to the stores and online sites during the pre-Christmas weeks.

Mr Paphitis said to be thrilled to see all his brands on TV at the same time. The combined group comprises 349 stores and 3,600 employees who serve over 28 million customers a year.

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