Another UK power brand will commence the first stage of its Australian rollout this year, prompted by booming online sales in the market.
Agent Provocateur has appointed Sydney-based Golightly PR to spearhead publicity ahead of its launch into the country.
The intimate apparel icon will open its first retail stores next month; concessions in David Jones Elizabeth Street, Sydney and Bourke Street, Melbourne.
Golightly PR will be staging activations to promote the launch, and has secured press samples for the 'classics' and spring/summer 2013 collections.
Agent Provocateur first signalled its intention to expand into the market late last year, after noting strong online demand for Australia in its profit results.
Agent Provocateur stated underlying profit growth of 24 per cent to £4.1 million ($6.3 million) in the year to March 26, with sales rising by 18 per cent to £31.4 million ($47.9 million).
Growth for the first eight months of this financial year is also on track, with sales up 21 per cent in total and like-for-like up 6 per cent. Online sales boomed 35 per cent.
The brand recently introduced a new diffusion range, L'Agent, to be sold outside its own stores and boutiques.
Agent Provocateur was founded in 1994 and was purchased by the private equity firm 3i for £60 million in 2007 ($91.5 million).
RACY TIMES: UK icon expands down under.
