Sports Direct sets the record straight over Agent Provocateur deal

Photo by Carl Court/Getty Images.

Sports Direct has dismissed reports that it has acquired Agent Provocateur as false.

As reported by Lingerie Insight last week, Agent Provocateur has been sold to Four Holdings, after going into administration. 

In a statement released yesterday, Sports Direct emphasised that it was not the buyer.

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“A number of recent press reports have incorrectly stated that Sports Direct has acquired Agent Provocateur. In fact, Agent Provocateur has been acquired by Four (Holdings) Limited, a company in which Sports Direct has a shareholding of 25%,” the company said.

Sports Direct also stated that the amount it paid for its stake in Four Holdings was much less than some newspapers have reported.

“Some reports have also stated that Sports Direct paid £35m two years ago for a stake in Four Marketing. In fact, the amount paid for the shareholding in Four (Holdings) Limited was £8.75m,” the statement continued.

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