The retail expert will be running a new range of advertisements for his Boux Avenue, Ryman Stationery and Robert Dyas brands.
Mr Paphitis, who is chairman of all three of the businesses, said that he is delighted that they will all be on the television at the same time.
He explained that the marketing is designed to increase traffic and footfall to the stores and websites 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," he added.
Altogether, the group has almost 350 stores and 3,600 employees who serve more than 28 million people every year.
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