50% Agent Provocateur Promo Codes ( Agent Provocateur Coupon Codes) 2025

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Agent Provocateur

British brand founded in 1994, Agent Provocative encourages women to their sensuality. A brand that started in the lingerie business, but soon its product portfolio expanded.

Agent Provocateur recruits new CEO, Michelle Ryan, at Kurt Geiger

Luxury lingerie brand Agent Provocateur has just named Ichelle Ryan as its managing director. The company has so far served as director of purchases and supplies for Kurt Geiger, a growing shoe brand.

With an impressive resume, Ryan has held several positions of responsibility in major brands over the past 20 years. The executive was, in particular, the vice president of Diane Von Furstenberg, senior vice president of Jimmy Choo, director of sales for the UK and director of Burberry's travel department and vice president of wholesale for America in Saint Laurent.

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

Sarah Shotton is currently the creative director for Agent Provocateur. The brand has undergone many changes in its course in recent times and the appointment of Michelle Ryan happens with the departure of executive director Sandra Mertens-Lustig, who left for

Revival lines

E-commerce is another 'very big focus' and an update to a new version of the Magento software platform is due to be completed in March.

"We are very excited about this because the current website limits us in terms of omnichannel and the user experience," said Mertens-Lustig.

The business had no wholesale accounts at the time of the collapse, but the new leadership team is investing in this side of the business. She has appointed a wholesale team and, in the UK, is now fueled by Net-a-Porter, Browns and will be launched on Farfetch this fall.

Mertens-Lustig reveals that previously there was "resistance" to wholesale the main brand Agent Provocateur.

When news emerged in March last year that the brand was entering the administration, many were surprised. Several stores were closed and founder Corre - who left in 2009 - said the sale of the company would mean job losses. The deal was eventually bought by Four Holdings, a company partially owned by Sports Direct founder Mike Ashley.

For Shotton, it was a frustrating time. She says that the label's former owner, 3i, was "battling accounting irregularities that made the company look more successful than it really was."

"At the same time that we were going into administration, sales soared and Beyoncé announced her pregnancy in our Lorna bra, so it was very frustrating," she told us. "I received a lot of positive messages from fans of the brand when we were going through the sale process. I think a lot of people were pleased to see that we were still going, as there really is no other lingerie brand like Agent Provocateur."

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It is a period of change for the brand with an operational restructuring of the company; talent, retail, franchise and market partnerships are all major focuses. However, the design team remained the same and the owners were not involved in the aesthetic of the label.

"In terms of creativity and product, nothing has changed on that front," says Shotton. "Now there is no interruption in the design process, which makes lingerie creative and innovative. Owners know the brand; they have been true fans of the brand since the 1990s."

What is new is the emphasis on reduced price points (AP has always been at the top of the price range), which will expand its customer base without alienating its current customer base.

"What is really exciting is that we have introduced more initial price ranges, which are attractive to the younger customer who is looking for that inspiring piece to wear as an exterior, for themselves or in the bedroom," said Shotton. "Recently, we have witnessed a change in the use of lingerie as outerwear and how women and men can express themselves through fashion. This includes our swimwear, sleepwear and ready-to-wear lines."

The shops

Visit one of its stores in London, New York or Los Angeles, and you will be greeted by a beautiful and sculptural woman, attractive even if a little intimidating, wearing an insinuating pink dress, high heels and black nylon stockings, composing an exotic lingerie Boudoir. AGENT PROVOCATEUR wants to create an intensely private and personal experience for its customers, both when choosing and using their products. Its windows, always bold and provocative, are the most important communication channel of the brand. Mass advertising is rejected in favor of showcases set up with high and explosive sensuality, which use art, photography and advertisements in films. Try browsing the brand's catalog and you will see that it looks like a 19th century peep-show.