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 its own and franchise partners’ stores throughout 30 countries across Asia, Australasia, Europe, North America, the Middle East and Russia, as well as on www.agentprovocateur.com. The company has also launched a diffusion range, L’Agent by Agent Provocateur, which is wholesaled through department stores, a dedicated transactional website and standalone L’Agent stores. It has started to explore the broad range of licencing opportunities available, launching a new fragrance line by Interparfums. These developments demonstrate the uniqueness of Agent Provocateur’s brand and the product extension opportunity.
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 and more recently Fabrizio Malverdi as CEO.
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.
Looking forward, significant further growth is expected from broadening the store footprint globally for the main range and diffusion line, expanding and deepening wholesale relationships for L’Agent, growing fragrance sales and exploring further brand extension in adjacent product lines.
Regulatory notice: This transaction involved a recommendation of 3i Investments plc.