By Aimee Chanthadavong
British luxury lingerie brand Agent Provocateur is opening their first Australian retailer space in David Jones’ Sydney and Melbourne stores in February 2013.
Garry Hogarth, Agent Provocateur CEO, said David Jones will be the exclusive partner of Agent Provocateur in Australia and there is plenty of excitement as part of the opening of the first boutique here.
Both concessions will offer the Agent Provocateur main collection, classics, bridal, swim, hosiery, accessories and beauty.
Agent Provocateur’s concept areas will feature signature black and pink lacquered millwork and Art Deco-style freestanding display units. Bespoke lace print carpets cover the areas, with antique chairs in black velvet upholstery decorating the lounge spaces. The hand-dyed silk curtains in the fitting rooms are highlighted by soft antique lighting.
“We are thrilled to be launching Agent Provocateur into David Jones with an outstanding boutique within a boutique concept. Agent Provocateur is fashion forward, edgy and luxurious and offers something truly unique not just to our lingerie brand portfolio but globally as an industry leader and innovator,” Sophie Clark, David Jones general manager womenswear, said.
“This new collaboration is testament to the success of David Jones’ strategy of being the best Australian destination for internationally celebrated brands.”
With more than 70 stores already around the world, Hogarth said there are intentions of expanding its presence in more David Jones stores.
“This is definitely in our plans for the future. At present we are concentrating on the openings in and building brand awareness in Sydney and Melbourne,” he said.
But as for whether they’ll be opening up their own stores, Hogarth said: “We are very happy to explore our partnership with David Jones. But we always keep our eyes open for interesting locations.”