(Filed Under wholesale Lingerie News). L’Agent by Agent Provocateur, the lingerie sub-brand designed by Penelope and Monica Cruz, is opening its first boutique, and has chosen to plunk down in a Manhattan neighborhood already full of lingerie shops. L’Agent has plans for additional shops in the near future in Los Angeles, London and Moscow.

The new L’Agent by Agent Provocateur at 259 Elizabeth Street joins Bradelis New York at 211 Elizabeth and the new Josie Natori shop at 253 Elizabeth (that offers lingerie and sleepwear as well as other apparel). Only Hearts is located on a different side of the same block as the new L’Agent, on Mott Street. Three blocks away there is Qlosette on Mulberrry, and another block over, Cosabella at 220 Lafayette Street. Within a few blocks there are many other intimates shops such as Kiki De Montparnasse, Victoria’s Secret, Pink, A.W. Kaufman, Jenna Leigh, Journelle, Pull-in, La Perla and a store operated by parent brand Agent Provocateur itself at 133 Mercer Street.

L’Agent intimates retail at as much as half the price of the parent brand. And the latest openings are part of the parent company’s plan to rapidly increase the number of its stores around the world. Before the current opening, company management said there were 96 L’Agent Provocateur stores in 26 countries

Earlier this year 3i, the investment company that bought a controlling interest (reportedly 70%) in the U.K. based lingerie firm in 2007, hired Goldman Sachs to explore the possibility of a sale.

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Published 10-27-2014 by -