FORMER Dragons' Den star Theo Paphitis has said Northern Ireland has for too long been a "horrendous place" to do business.
And he said Stormont politicians should "grasp with both hands" the opportunity to lower the north's rate of corporation tax.
The retail magnate will this week be opening the latest store in his Boux Avenue lingerie empire at Belfast's Victoria Square.
But he said the opening had been a long time coming due to obstacles he said were placed on business in the north.
"We launched the brand in 2011 and from the outset Belfast has been on our target list.
"I have been trying to come here for four and a half years to come but it has taken that time to actually find a site that is affordable and one that fits the Boux brand," he said.
"Business rates and rental prices have been the main issues," he said.
"It has been an horrendous place in terms of working with businesses.
"What's changed now is business rates have improved and landlords are being more realistic about what they expect."
Mr Paphitis spent nine years on the panel of BBC show Dragon's Den in which entrepreneurs seek money from investors.
Other business interests include in stationers Ryman and homeware chain Robert Dyas which he said he'd like to see open in Northern Ireland in the future.
"I can't tell you how delighted I was when I heard that we had found the right place in Belfast (for Boux Avenue)," he added.
"Boux Avenue is designed to appear exclusive, it looks expensive, the changing rooms are so good people want to move in - but the price point is no different to what you'd pay in Marks and Spencer."
And while he said the north was "no question" improving as somewhere to do business, Mr Paphitis said the opportunity to reduce corporation tax was too good to miss.
He described the devolution of corporation tax powers to Northern Ireland as "some of the best powers ever to be devolved from central government".
"Politicians in Northern Ireland should look at this as a gift from the Gods," he said.
"They have everything going for them, the same language (as Britain), the same currency and they've also got the people.
"In the south of England, we have virtually full employment and I have a long list of vacancies at every level right up to senior management.
"Let me tell you, the vacancies at Boux Avenue in Belfast filled up very quickly".
The new Boux Avenue store - its 28th in the UK - opens at Victoria Square on Thursday.
