Agent Provocateur expands into US, opens new stores

Watch out Victoria’s Secret! British lingerie company Agent Provocateur is gearing up and aiming to double sales in the next few years. Its new geographic locations of choice are Madison Avenue and Rodeo Drive, where the company is opening flagships, reported WWD.

The 2,500-square-foot Madison Avenue venue will stretch two luxurious floors, with mirror-paneled walls, a “hosiery library” and a conservatory at the back, while the Los Angeles location will have art deco inspiration and handpainted silk walls.

But the U.S. expansion does not stop there. Eleven retail units are in the works, including in Boston, Miami and Las Vegas, as is a project to beef up the company’s U.S. e-commerce. Outside the States, the brand has plans to reach 100 stores in the next three years – Milan, Moscow, Rome and more.

Creative director Sarah Shotton describes the new collection as “pretty but naughty” and drawing from the’60s and ‘70s, with a great deal of mint greens and dusty pinks.

Beyond the stores, the company is also gaining ground through a recent eyewear line and a new fragrance, L’Agent. All told, CEO Garry Hogarth anticipates a 9 percent rise in like-for-like sales in the United States in 2011.

Look for the Madison Avenue and Rodeo Drive stores to open in February.

Tagged in: lingerie, madison avenue, rodeo drive, lingerie company, agent provocateur,

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