50% Agent Provocateur Promo Codes ( Agent Provocateur Coupon Codes) January 2026 New Zealand

The most redeemed Agent Provocateur discount codes

Agent Provocateur has become an iconic and internationally recognized name and continues to break new ground with each collection. Agent Provocateur's signature style is confident, sensual and irreverent with an exceptional level of craftsmanship, suitability and use of beautiful fabrics

The lingerie brand belongs to Four Holdings, a company in which Frasers Group has a 25% stake. Four Holdings acquired the company in 2017 for 30 million pounds (35.26 million euros) when it was in trouble. According to the results published for 2018, the brand still registers losses, but its situation has improved.

Sarah Shotton is currently the creative director of Agent Provocateur. The brand has undergone many changes in its direction in recent times and the appointment of Michelle Ryan comes with the departure of executive director Sandra Mertens-Lustig, who left to join Lulu Guinness. The company's other executive director, Kerry Neill, has become commercial director and will report directly to Michelle Ryan.

Today, we are a global company that remains true to our roots. Exceptional design, a commitment to creativity and a desire to be different at every opportunity are at the heart of what we do.

Our team brings together the most dynamic and inspiring talents, from agents specialized in boutiques to matrix professionals.

Agent Provocateur is a very different business even from designer sportswear, requiring a different supply chain and store aesthetics.

LONDON, UK - With tough sales and major shareholders complaining about corporate governance, billionaire Mike Ashley should have other things in mind besides women's underwear.

But a group of investors in which Ashley's Sports Direct Plc has a 25 percent stake, has agreed to buy the luxury lingerie chain Agent Provocateur out of management.

Her bold silk underwear couldn't be further from Sports Direct's nylon sweaters.

At the beginning of the year, it seemed that Ashley was reducing its disparate operations. Sports Direct sold Dunlop, saying it had no management bandwidth to develop brands and get the core network back on track. But in a few weeks, Sports Direct acquired 11 percent of the shares of fashion retailer French Connection.

Ashley has been trying to increase the Sports Direct offering and recently pledged to make it the Selfridges of sports retail. It is possible that he has a plan to add lingerie to the range of leisure wear he sells. It wouldn't be strange. He has already started selling beauty products to young consumers of Sports Direct.

In theory, adding more sophisticated clothing and shoes to Sports Direct's premium line of flannels could help the retailer persuade big brands Adidas and Nike to supply them with their latest sneakers.

Offering all the latest releases has helped archrival JD Sports Sports Fashion Plc overtake Sports Direct as Britain's largest retailer of the most valuable sporting goods. Its market capitalization is now twice that of Sports Direct.

But Agent Provocateur is a very different business, even for designer sportswear, requiring a different supply chain and store aesthetics. To be fair to Ashley, his interest is through a company separate from Sports Direct and experienced in the distribution of fashion brands.

However, he faces a recovery operation. Under the ownership of private equity firm 3i Group Plc, Agent Provocateur had sought to re-establish its luxury credentials after its image became tacky. But even this strategy was not enough to prevent sales from stopping and the business from entering management.

With Ashley still needing to improve the performance of Sports Direct's core network and without relieving investor pressure for better corporate governance, adding Agent Provocateur to its vast empire could leave it stretched like a piece of old rubber

Story

1994-2007

In 1994, Agent Provocateur was founded by Joseph Corré, son of Vivienne Westwood, and his then wife, Serena Rees. The first store opened in Soho on Broadwick street.

The company sold colorful and fashionable lingerie Joseph Corré was the designer for the brand.

2007-2017

In 2007, after the divorce from Corre and Rees, 3i, a private equity firm that invests in midsize companies, buys 80% of the company for £ 60 million.

Between November 2007 and March 2009, the company opened 13 expanding stores to the US, Russia, Dubai and Hong Kong

In March 2008, Agent Provocateur's profits fell 18%, to £ 2.2 million due to the cost of expansion.

Garry Hogarth stepped down as CEO in February 2016.

In March 2017, the company entered administration. As part of a "pre-pack" deal, it was bought by Quatro Holdings, a company of a third of British businessman Mike Ashley, who reportedly paid around £ 25m after seeing competition from private equity firm Lion Capital. "

Marketing

The company is known for its provocative videos. Australian actress Melissa George, English model Chloe Hayward and American model Elettra Rossellini Wiedemann appeared in a John Cameron Mitchell -directed campaign, which urged women to control their own destiny while wearing the company's lingerie.

In December 2001, the company produced a controversial short film with Kylie Minogue riding a velvet bucking bronco while wearing the company's underwear.

In 2006, Mike Figgis directed a short film for Agent Provocateur starring model Kate Moss.

Other models have included actress Maggie Gyllenhaal in 2007, British model Daisy Lowe in 2008, and model Hailey Clauson in a 2014 ad campaign photographed by Miles Aldridge.

Logo and wordmark

The original Agent Provocateur logo and wordmark were created from an existing over-the-counter font. As Corré's venture grew, graphic design firm House Industries redesigned and expanded the logo. They wrote a flowing Spencerian wordmark, as well as a cheeky leg logo for products, including tissue paper and woven monograms.