By  on August 13, 2007

COSTA MESA, Calif.— British lingerie brand Agent Provocateur has opened its second U.S. in-store shop, at Bloomingdale's at South Coast Plaza here.

The company's first Stateside shop-in-shop opened last year at Bloomingdale's in Manhattan. Agent Provocateur operates a total of 32 locations worldwide, including 21 in Europe, six in the U.S., three in Russia and one in both the Middle East and Hong Kong.

"Bloomingdale's is a perfect partner," said Serena Rees, who co-owns Agent Provocateur with her husband, Joseph Corré, the son of Vivienne Westwood and Malcolm McLaren. "We had talked to a couple of different stores, but [Bloomingdale's] was the most positive about future plans." Rees declined to disclose projected sales.

Launched in 1994, Agent Provocateur has been successful in branding its retro-sexy style through its merchandise and boutiques.

The 650-square-foot boudoir-themed shop at Bloomingdale's is a downsized version of a full-size Agent Provocateur store. Its pink-and-black motif is accented by a graphic lace print — etched into cabinets, doors, wallpaper and carpeting — velvet dressing room drapes and miniature crystal chandeliers.

Best-selling looks include finely wrought silk bras retailing from $90 to $250, thong underwear from $75 to $250, silky robes starting at $450 and corsets ranging from $300 to $400. Specialty hosiery, including fishnets that tie up at the thigh, micronet models and lace looks with back seams all range from $20 to $55.

"Everyone understands the beauty of [the lingerie]," said Rees, "the power they get from wearing it, and its sense of humor."

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