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The company sold colourful and fashionable lingerie Joseph Corré was the designer for the brand.
In 2007, after the divorce of Corré and Rees, 3i, a private equity firm that invests in mid-size companies, purchased 80% of the company for £60 million.
Between November 2007 and March 2009 the company opened 13 shops expanding to the US, Russia, Dubai and Hong Kong
By March 2008, Agent Provocateur's profits dropped 18% to £2.2 million due to the cost of expansion.
Garry Hogarth stepped down as CEO in February 2016.
In March 2017, the business entered administration. As part of a "pre-pack" deal, it was purchased by Four Holdings, a company one-third owned by British businessman Mike Ashley who reportedly paid around "£25m after seeing off competition from private equity firm Lion Capital."
The original Agent Provocateur logo and wordmark were set from an existing over-the-counter typeface. As Corré's venture grew, graphic design company House Industries redrew and expanded on the logo. They penned a flowing Spencerian wordmark as well as a racy leg logo for products including tissue paper and fabric monograms.
^ abCooper, Leonie (11 January 2008). "G2: Style: Frilly business: We may demand cheap clothes, but we are prepared to splash out a lot more on what lies beneath. Leonie Cooper on the boom in luxury underwear". The Guardian (London).