founded 1994 headquarters london england united kingdom key people joseph corr 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 corr 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 contents 1 history 1.1 1994 early years 1.2 2007 purchase by 3i 1.3 expansion 2 products and marketing 2.1 current products 2.1.1 fragrances 2.2 marketing 2.2.1 films 2.2.2 models 2.2.3 logo and wordmark 3 criticism 4 stores 4.1 uk boutiques 4.2 continental european boutiques 4.3 north and central american boutiques 4.4 middle eastern boutiques 4.5 asian and australian boutiques 5 external links 6 gallery 7 references history edit agent provocateur s first store on broadwick street store soho london 1994 early years edit in 1994 agent provocateur was founded by joseph corr 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 edit 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 edit 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 edit abbey clancy wearing agent provocateur at lingerie london october 2012 peaches geldof wearing agent provocateur at lingerie london october 2012 current products edit fragrances edit 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 edit films edit 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 edit 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 edit 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 edit agent provocateur has had some of its advertisements banned by the advertising standards authority united kingdom for being degrading to women . 18 19 stores edit uk boutiques edit 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 edit 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 edit 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 edit dubai mall uae dubai saks uae pearl mall qatar harvey nichols kuwait beirut central district lebanon asian and australian boutiques edit 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 external links edit official website gallery edit references edit a b 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 . a b attwood karen 2007 11 16 . agent provocateur sold to private equity firm 3i for 60m . the independent . london . retrieved 2010 04 23 . a b c d 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 corr 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 . v t e lingerie upper torso types of bras history bandeau nursing bra sports bra training bra underwire bra male bra other garments babydoll bustier camisole dudou negligee torsolette y m lower torso bikini boyshorts french knickers girdle girl boxers panties tanga tap pants thong g string full torso bodybriefer corsage corset corselet nightshirt playsuit slip teddy hosiery garter knee highs pantyhose stocking historical basque boudoir cap bustle chemise crinoline farthingale hoop skirt liberty bodice pannier pantalettes petticoat pettipants waist cincher accessories falsies lingerie tape brands list of lingerie brands retail brastop figleaves herroom journelle true & co. retrieved from https en.wikipedia.org w index.php title agent provocateur lingerie & oldid 742732284 categories 3i group companiesclothing retailers of the united kingdomlingerie brandsretail companies established in 1994hidden categories articles with wayback machine links navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages deutschfran aisitalianomagyar edit links this page was last modified on 5 october 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