Serena Rees

Serena Rees (born 14 March 1968) is a British businesswoman best known for cofounding Agent Provocateur with her then husband Joseph Corré.

Early life

An adopted daughter of Indian parents, Rees was working as a model in Chelsea, when in a nightclub in 1992 she met Joseph Corré, Vivienne Westwood and Malcolm McLaren's son.

Agent Provocateur

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.

After Rees left Corre for ex-Clash bassist Paul Simonon in 2007, the to-be divorced couple agreed in the same year to sell Agent Provocateur to private equity house 3i for £60m.

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.