Agent Provocateur (lingerie)
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Industry | Apparel |
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Founded | 1994 |
Headquarters | London, England, United Kingdom |
Key people |
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.[1] The company has 100 stores in 13 countries.[2] In 2007, 3i, the private equity firm, purchased 80% of the company for £60 million.[1][3]
History
![](../I/m/Agent.provocateur.london.arp.jpg)
1994: Early years
In 1994, Agent Provocateur was founded by Joseph Corré, the son of Vivienne Westwood, and his now ex-wife Serena Rees.[4] The first store was opened in Soho on Broadwick Street.[5]
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.[6]
2007: Purchase by 3i
After Corre's and Rees's divorce in 2007, Agent Provocateur was purchased by the private equity firm 3i for £60 million.[4][3] Garry Hogarth stepped down as CEO in February 2016.[4][7][8]
Expansion
Following the takeover, the company expanded into 13 countries with over 60 stores.[4] By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.[9]
Products and marketing
![](../I/m/Abbey_Clancy_at_Lingerie_london.jpg)
![](../I/m/Peaches_Geldof_on_the_runway_at_Lingerie_London.jpg)
Current products
Fragrances
In 2000, the company released their first signature fragrance called Agent Provocateur.[10] Since then, the range has expanded to include more fragrances plus a selection of beauty products and cosmetics.
Marketing
Films
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, which urges women to control their own destinies (while wearing luxury AP lingerie, of course).[11]
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.[12]
Models
In previous years, these have included Kylie Minogue (2001)[13] and Kate Moss in 2006[14] and 2008. Hollywood actress Maggie Gyllenhaal took over for supermodel Kate Moss as the new face for the line in 2007.[15]
In January 2014, model Hailey Clauson is the focus of an ad campaign called “Behind Closed Doors,” which was photographed by Miles Aldridge.[16]
Logo and wordmark
The original Agent Provocateur logo and wordmark were set from an existing over-the-counter typeface. As Corre’s venture grew from a single storefront in London to a worldwide brand, graphic design company House Industries were given the task of redrawing and expanding on the logo. Corre and Rees wanted something that was different and executed in a way that their competitors could not easily steal but also blended in with the existing logo. House Industries penned a flowing Spencerian wordmark as well as a racy and lacy leg logo for everything from tissue paper to fabric monograms.[17]
Criticism
Agent Provocateur has had some of its advertisements banned by the Advertising Standards Authority (United Kingdom) for "being degrading to women."[18][19]
Stores
UK boutiques
- Mayfair, London
- Soho, London
- Royal Exchange, London
- Notting Hill, London
- Knightsbridge, London
- Selfriges, London
- Harrods, London
- Selfridges, Birmingham
- King Street, Manchester
- Selfridges, Trafford Centre, Manchester
- Glasgow, Scotland
Continental European boutiques
- Pous Rue Cambon, Paris, France
- Rue de Grenelle, Paris, France
- Printemps, Paris, France
- Cannes, France
- Madrid, Spain
- La Puerto Banus, Spain
- Via Verri, Milan, Italy
- La Rinascente, Milan, Italy
- KaDeWe, Berlin, Germany
- Breuninger, Stuttgart, Germany
- Ludwig Beck, Munich, Germany
- Oberpollinger, Munich, Germany
- Alsterhaus, Hamburg, Germany
- Vienna, Austria
- Zurich, Switzerland
- Jelmoli, Zurich, Switzerland
- Geneva, Switzerland
- Prague, Czech Republic
- Ljubljana, Slovenia
- Amsterdam, Netherlands
- De Bijenkorf, Amsterdam, Netherlands
- De Bijenkorf, Rotterdam, Netherlands
- Antwerp, Belgium
- Knokke, Belgium
- Copenhagen, Denmark
- Harvey Nichols, Istanbul, Turkey
- Bucharest, Romania
- Nevsky Avenue, St. Petersburg
- Kutuzovsky Avenue, Moscow
- Stoleshnikov side-street, Moscow
- Central Universal Department Store, Moscow
- Four Seasons Mall, Moscow
- Malaya Bronnaya, Moscow
- Smolenskaya Square, Moscow
- Crocus City Mall, Krasnogorsk
- Kiev, Ukraine
- Saks 5th Avenue, Almaty, Kazakhstan
North and Central American boutiques
- The Mall at Short Hills, New Jersey
- North Park Mall, Dallas, Texas
- Madison Avenue, New York
- Rodeo Drive, Los Angeles
- Mercer Street, Soho, New York
- Forum Mall, Caesars, Las Vegas
- Geary Street, San Francisco
- Melrose Avenue, Los Angeles
- Bloomingdales, Orange County
- Bal Harbour, Miami
- Coral Gables, Miami
- Oak Street, Chicago
- Newbury Street, Boston
- Atlanta, Phipps Plaza
- Bloor Street, Toronto
- Holt Renfrew, Vancouver
- Holt Renfrew, Montreal
- El Palacio De Hierro, Mexico City
- Bloomingdales, Beverly Center
- Bloomingdale's New York
Middle Eastern boutiques
- Dubai Mall, UAE
- Dubai SAKS, UAE
- Pearl Mall, Qatar
- Harvey Nichols, Kuwait
- Beirut Central District, Lebanon
Asian and Australian boutiques
- Lane Crawford, Hong Kong
- Lane Crawford, Canton Road, Hong Kong
- Park View Green, Beijing China
- Lane Crawford, Shanghai, China
- Suria KLCC, Kuala Lumpur, Malaysia
- Cheongdam, Seoul, Korea
- David Jones, Sydney, Australia
- David Jones, Perth, Australia
- David Jones, Brisbane, Australia
- David Jones, Melbourne, Australia
- David Jones, Adelaide, Australia
- Westfield, Sydney, Australia
Gallery
References
- 1 2 Cooper, Leonie (11 January 2008). "G2: Style: Frilly business: We may demand cheap clothes, but we are prepared to splash out a lot more on what lies beneath. Leonie Cooper on the boom in luxury underwear". The Guardian (London).
- ↑ Traill-Nash, Glynis. "Agent Provocateur set for big bash to mark 100th store opening in Sydney". theaustralian.com.au. The Australian. Retrieved 11 April 2016.
- 1 2 Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m". The Independent. London. Retrieved 2010-04-23.
- 1 2 3 4 "Agent bucks trend in recession". Press Association Ltd. 23 March 2009. Retrieved 24 January 2014.
- ↑ Hamilton, Alan (2007-06-21). "Lingerie boss rejects MBE because Blair is morally corrupt". The Times. London. Retrieved 2010-04-23.
- ↑ "Joe Corré and Serena Rees: Sex and the City". The Independent. London. 2002-07-29. Retrieved 2010-04-23.
- ↑ Santi, Ana (19 December 2008). "Garry Hogarth Interview". Drapers. Retrieved 24 January 2014.
- ↑ "Agent Provocateur Rodeo Drive Store Opening Cocktail Party". Getty Images. 17 February 2011. Retrieved 24 January 2014.
- ↑ Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". The Daily Telegraph. London. Retrieved 2010-04-23.
- ↑ Agent Provocateur Fragrances Archived July 24, 2010, at the Wayback Machine.
- ↑ Alice Newbold. "Melissa George frolics on catwalk for Agent Provocateur's autumn campaign".
- ↑ Andy Tibbs (27 January 2010). Advertising: Its Business, Culture and Careers. Taylor & Francis. pp. 76–. ISBN 978-0-415-54468-9. Retrieved 23 October 2012.
- ↑ "Top 10: Agent Provocateur Models - Number 2". Askmen.com. Retrieved 24 January 2014.
- ↑ "Top 10: Agent Provocateur Models - Number 1". askmen.com. Retrieved 24 January 2014.
- ↑ http://www.dailymail.co.uk/tvshowbiz/article-479630/Maggie-Gyllenhaals-steamy-Agent-Provocateur-campaign-revealed.html Retrieved on 2009-21-04
- ↑ Conti, Samantha (22 January 2014). "Agent Provocateur Takes to the Kitchen". WWD. Retrieved 22 January 2014.
- ↑ "House Industries".
- ↑ Tony Yeshin (25 July 2005). Advertising. Cengage Learning EMEA. p. 24. ISBN 978-1-84480-160-2. Retrieved 22 October 2012.
- ↑ Jim Blythe (2006). Principles & Practice of Marketing. Cengage Learning EMEA. p. 48. ISBN 978-1-84480-120-6. Retrieved 22 October 2012.