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Founded in 1994 by Joseph Corré and Serena Rees, Agent Provocateur is a British luxury lingerie retailer. The company became known for its provocative marketing approach, which often sees controversial videos starring celebrities, such as Kate Moss, Kylie Minogue and Daisy Lowe. In March 2017 the business was acquired by Four Holdings (a fashion group in which Sports Direct’s Mike Ashley has a significant stake) after it was placed into administration by private equity house 3i, who had bought into the business a decade prior.
Today the brand is enjoying something of a resurgence under its female-led executive team and operates in over 30 countries worldwide and is committed to ethical trading and to preventing slavery and human trafficking in all its corporate activities.
