Poll reveals sector’s ‘coolest’ lingerie business

Agent Provocateur has emerged victorious in a poll to find the ‘coolest’ lingerie and nightwear brand in the UK.

The company, which operates around 100 boutiques across the world, including more than a dozen in the UK, was selected as a ‘category winner’ in the now-annual ‘CoolBrands’ survey.

CoolBrands has been canvassing the opinion of experts and consumers since 2001, publishing an annual barometer of Britain’s leading brands. Brands do not apply or pay to be considered — instead the entire selection process is independently administered by The Centre for Brand Analysis.

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Approximately 1,450 brands are shortlisted from the thousands of brands that are initially identified. Council members then individually award each brand a rating one to 10, but are not allowed to score brands they have a direct association with or are in direct competition with.

The opinions of the Expert Council (85%) and around 2,500 members of the British public (15%) are combined and the best-performing companies are awarded ‘CoolBrands’ status.

This year’s panel comprised 35 experts, including the likes of Caroline Rush, chief executive of The British Fashion Council, actress Jaime Winstone, singer-song writer Labrinth and make-up artist Ruby Hammer MBE.

Neither consumers or the panel are given a definition of ‘cool’, but are simply asked to bear in mind authenticity, desirability, innovation and originality. The top three coolest brands out of all the categories were Apple, Ray-Ban and Glastonbury.

Agent Provocateur was founded in 1994 and has firmly established itself as a pre-eminent player in the luxury lingerie market. Today its products can be found in its own and franchise partners’ stores throughout 30 countries across the world. It is owned by private equity firm 3i.

In the past year the company has launched a diffusion range, L’Agent by Agent Provocateur, which is wholesaled through a dedicated transactional website and standalone L’Agent stores, as well as a new fragrance line licenced by Interparfums.

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