Agent Provocateur (lingerie)
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| Industry | Apparel |
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| Founded | 1994 |
| Headquarters | London, England, United Kingdom |
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Key people
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Joseph Corré Serena Rees Garry Hogarth |
| Products | lingerie, sleepwear, hosiery, swimwear, accessories, outerwear, fragrances |
| Parent | 3i |
| Website | AgentProvocateur.com |
Agent Provocateur is a British lingerie retailer founded in 1994 by Joseph Corré and Serena Rees. The company has 100 stores in 13 countries. In 2007, 3i, the private equity firm, purchased 80% of the company for £60 million.
In 1994, Agent Provocateur was founded by Joseph Corré, the son of Vivienne Westwood, and his now ex-wife Serena Rees. The first store was opened in Soho on Broadwick Street.
The company sought to sell colourful and fashionable lingerie though began manufacturing a line of lingerie under the company's name after failing to source via other brands.
After Corre's and Rees's divorce in 2007, Agent Provocateur was purchased by the private equity firm 3i for £60 million. Garry Hogarth stepped down as CEO in February 2016.
Following the takeover, the company expanded into 13 countries with over 60 stores. By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.
In 2000, the company released their first signature fragrance called Agent Provocateur. Since then, the range has expanded to include more fragrances plus a selection of beauty products and cosmetics.
The company is famous for its provocative videos. Its most recent addition sees Melissa George of Home & Away fame, English model Chloe Hayward and American beauty Elettra Wiedemann all star in the John Cameron Mitchell-directed campaign, Thai singer Pimmara Charoenpukdi which urges women to control their own destinies (while wearing luxury AP lingerie, of course).
In December 2001, company produced a short film that caused controversy due to the film featuring Kylie Minogue riding a bucking bronco wearing the company's underwear.
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