Agent Provocateur Limited

Region: UK
Sector: Consumer

Nature of Business

Founded in 1994, Agent Provocateur 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 high levels of recognition and customer loyalty.

Today, Agent Provocateur products can be found in stores throughout 27 countries: across Asia, Australasia, Europe, North America, the Middle East and Russia, as well as on In addition to lingerie, the company has launched a highly successful range of fragrances and has added swimwear and bedding to its product lines. Looking forward, significant further growth is expected from broadening the store footprint across the world.

Investment Overview

Our consumer team has a wealth of experience of investing in luxury brands and international businesses. We had been following the success of Agent Provocateur for some time and in 2007 3i, and funds managed by 3i, acquired a majority stake in the business alongside management. We have further strengthened the management team since our investment by introducing new skills and experience to the team, including the appointment of Chris Woodhouse as non-executive Chairman.

With our extensive network and knowledge of the retail market, we have helped Agent Provocateur develop its expansion plans. We are actively supporting an international roll-out of stores in key cities, including introducing the management team to potential franchise partners in a number of new geographies. We have also worked closely with the business in developing its e-commerce channel to maximise revenue growth from the growth of online shopping. The success of Agent Provocateur’s fragrance line has also demonstrated the brand’s extension potential beyond its core lingerie offering.

Agent Provocateur is continuing to grow very strongly through the economic downturn. This reflects the quality of the product offering and the distinctive nature of the brand.

Regulatory notice: This transaction involved a recommendation of 3i Investments plc

3i office contact

16 Palace St
London SW1E 5JD
Tel: +44 (0)20 7975 3131
Fax: +44 (0) 20 7975 3232

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