United Kingdom
1 Apollo Rise, Southwood
+44 0 870 600 0229


founded by

Joseph Corr & Serena Rees

belongs to

3i Group PLC


The British lingerie retailer Agent Provocateur was started in 1994 by Joseph Corr, son of Vivienne Westwood, and his now ex-wife Serena Rees. Their first store was launched that year in London's Soho district, on Broadwick Street in 1994. The couples aim was to sell high-end lingerie.

Rees had grown tired of seeing women wear dull underwear and had the idea to found a lingerie shop packed with bright and trendy undergarments. The pairs initial objective was to offer the finest lingerie from across the globe. As they were unable to locate enough of what they liked, they made the decision to found their very own brand.

Rees and Corr crafted a strict confidentiality agreement in order to protect their clients. The celebrity community has been warmly receptive to the brand since its inception and as a result the company uses celebrity models for the majority of its advertising campaigns.

Following Corr and Rees' 2007 divorce, the private equity house 3i bought Agent Provocateur for 60m. The company is presently run by chief executive Garry Hogarth.

In the wake of the takeover, the brand spread into 13 countries, with more than 30 stores. The cost of expansion led to the companys profits dropping 18pc to 2.2m by March 2008.


2000 Agent Provocateur (W)
2006 Agent Provocateur Eau Emotionelle (W)
2006 Agent Provocateur Maitresse (W)
2007 Strip (W)
2008 DD Edition (W)

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