Twitter reacts to Agent Provocateur sale to Mike Ashley

Photo by Carl Court/Getty Images.

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.

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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.

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