Consumers have taken to Twitter to voice their opinion over the sale of Agent Provocateur to Sports Direct-backed firm Four Marketing.
It was reported on Thursday that the firm paid around £25m for the retailer after seeing off competition from private equity firm Lion Capital.
Sports Direct, owned by billionaire Mike Ashley, holds a 25% stake in Four Marketing, which represents brands including Guess, 7 for All Mankind and Orla Kiely.
While some consumers joked about the sale of the premium lingerie retailer to a sportswear chain, others reacted with genuine concern for the future of the brand.
‘Laughter Level’ 🐩🐩🐩🐩🐩
Sports Direct have bought Agent Provocateur pic.twitter.com/gRRrSGkTOQ
— Linda Hubbard (@lindahubbardart) March 2, 2017
Sports Direct to takeover Agent Provocateur? Horror. Suspender belts with a Dunlop logo and go-faster stripes
— MrsMills (@MrsMillsST) March 2, 2017
can’t think of anything more brexit britain than sports direct buying agent provocateur
— shangri-lad (@tracybleaker) March 2, 2017
Agent Provocateur are set to be taken over by Sports Direct. Good Move. Nothing says sexy like a free giant mug with every order.
— Unspun (@DaveUnspun) March 2, 2017
Agent provocateur bought out by sports direct?! What’s with tacky brands buying creative brands😨😒 it’s like boohoo & nasty gal again- ruined
— Conna Walker (@Conna_Walker) March 2, 2017
Oh dear. Mike Ashley (Sports Direct) is buying Agent Provocateur. Will this be the end of the pink boxes?
— Siobhan Lewington (@SiobhanLewingtn) March 3, 2017
The words “sports direct” and “agent provocateur” even being in the same sentence seems odd
— rhi (@rrhi_) March 2, 2017
— Helen Mather (@He11ie) March 6, 2017