Agent Provocateur featured in WWD

Agent Provocateur to Open Doors in Atlanta

The brand is on track with its retail expansion plan this year.

Photo By Tim Jenkins

The newest boutique in the U.S. will open at the upscale Phipps Plaza in Atlanta on April 26. This will mark the 13th unit in the American market since its first store opened in the U.S. in 2000.

With a mix of 71 freestanding units and franchises worldwide, the purveyor of naughty lingerie with a British twist is aiming to operate more than 90 points of sale by the end of 2013, according to Garry Hogarth, chief executive officer.

The goal will be to open between 20 and 25 stores by yearend, with retail franchises in Belgium, Malaysia, Indonesia, and Kiev, Ukraine. But the majority of units will be company-owned, he said.

Agent Provocateur also plans to launch boutiques in China and Mexico this year.

The 804-square-foot store in Atlanta will house the brand’s collections of classic and fashion lingerie, hosiery, swimwear, and accessories, as well as beauty, fragrance and home accessories.

Founded in England in 1994 with its first store in Soho, London, Agent Provocateur focuses its retail locations in high-end metropolitan areas. In the U.S., store locations include Newbury Street in Boston; Melrose Avenue and Rodeo Drive in Los Angeles; Geary Street in San Francisco; East Oak Street in Chicago; Mercer Street and Madison Avenue in New York, and Bal Harbour and Coral Gables in Florida. There also are Agent Provocateur shop environments at the Bloomingdale’s flagship in New York and in Costa Mesa, Calif.