Oh, behave!
Cheeky British lingerie company Agent Provocateur is coming to SoHo.
The London-based company has leased 133 Mercer Street, between Spring and Prince streets. The store, which will occupy 1,300 square feet at the ground level and 900 square feet in the basement, is expected to open at the end of October, a spokesman said.
While those familiar with the deal would not disclose details of the 12-year lease, the average asking price for rents on that block is $230 per square foot.
Known for its sensuous items most suited for the boudoir, Agent Provocateur was founded in 1994 by Joseph Corre and Serena Rees. The duo, husband and wife, have expanded the company’s product offerings to include books, shoes, jewelry and a fragrance and beauty line, all of which will be available in the new store.
Fans of the company’s corsets, bloomers and lace demi-cups include Naomi Campbell, Rose McGowan, Madonna and model Sophie Dahl. Pop tart Kylie Minogue, also a customer, was recently featured riding a mechanical bull in an Agent Provocateur ad campaign that graced London movie theater screens, although it was deemed too much for America.
The company’s risqué skivvies could also be making their way Uptown. Agent Provocateur is said to be in negotiations with Henri Bendel to open an in-store boutique. A spokesman for the store confirmed the two companies are “having conversations,” but no deal has been signed yet.