14 March 1968 |
|Spouse(s)||Joseph Corré (????-2007) divorced|
|Partner(s)||Paul Simonon (2007-present)|
Rees - tired of seeing women dressed in drab undergarments - came up with an idea to start a lingerie store that was filled with colourful and fashion-forward lingerie. In partnership with Corre, a former employee of his mother's business, in 1994 the two partners opened Agent Provocateur on Broadwick Street, Soho. This was a pure retail shop which bought-in stock, and neither business partner initially had any intentions of designing lingerie. However, after having difficulties finding attire they liked, they started their own line.
Since 1994, Agent Provocateur grew into a brand spanning into 13 different countries with over 30 stores. Rees made sure to cater to a celebrity clientele by enforcing a strict confidentiality policy. Consequently, all employees sign confidentiality agreements not to talk about clients. Due to their popularity among celebrities, the brand often features celebrity models such as Kate Moss.
Other business ventures
Rees then started Cocomaya, a bakery and chocolatier with several branches in London, where she resides with her daughter and partner Simonon.
- "Researcha.co.uk - UK Company and Company Director Reports". Web.researcha.com. Retrieved 2012-02-23.
-  Archived May 2, 2011, at the Wayback Machine.
- Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". London: Telegraph. Retrieved 2012-02-23.
- Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m - Business News - Business". London: The Independent. Retrieved 2012-02-23.
- Interviews by Rhiannon Harries (2009-11-22). "How We Met: Joel Bernstein & Serena Rees - Profiles - People". London: The Independent. Retrieved 2012-02-23.