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Agent Provocateur in Fragrance Deal

Agent Provocateur has inked a licensing deal with Designer Parfums, a British fragrance distributor and manufacturer.

LONDON — Agent Provocateur has inked a licensing deal with Designer Parfums, a British fragrance distributor and manufacturer. Financial terms of the 10-year deal, which will involve Designer Parfums manufacturing, distributing and marketing the lingerie brand’s scents with immediate effect, were not disclosed.

“This…deal enhances our long-term strategy to offer a global marketing, manufacturing and distribution service,” stated Dilesh Mehta, managing director of Designer Parfums. “We are delighted to have entered into this partnership with Agent Provocateur and we are anticipating real growth opportunities for this unique brand.”

Agent Provocateur’s beauty license was formerly held by Selective Beauty.

The brand’s fragrance portfolio includes a signature scent and Maîtresse, as well as ancillary products. Additional launches are scheduled from 2010, according to the statement.

As reported, Joe Corre, who founded Agent Provocateur 15 years ago with his then-wife Serena Rees, exited the company earlier this month. He retains a minority stake in Agent Provocateur, which is majority owned by private equity firm 3i.