Agent Provocateur was founded in 1994 and has firmly established itself as a pre-eminent player in the luxury lingerie market. The brand is known for its edgy yet fun image and has consistently been voted one of the UK’s top 10 cool brands.

Today, Agent Provocateur products can be found in 17 countries, across North America, Europe and the Middle East.

In addition to lingerie, Agent Provocateur has launched highly successful fragrances and has recently added shoes to its existing product ranges. The company also has a fast growing e-commerce business.

Agent Provocateur has developed into a highly differentiated and dynamic brand with no direct competitor. Leveraging this unique positioning by continuing the global roll-out
in Russia, Asia and the Middle East, is a key part of the future growth strategy.

There is enormous potential to drive further sales through the e-commerce business as online shopping becomes an increasingly important sales channel for consumers. This is
a particularly good channel for lingerie sales.

The success of Agent Provocateur fragrances and the recent launch of the shoe range have demonstrated the potential for brand extension and other such opportunities will continue to be developed.