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Agent Provocateur names new CEO

Agent Provocateur names new CEO

Agent Provocateur has named Fabrizio Malverdi as its new chief executive officer.

The lingerie giant has enlisted the businessman to help with the next phase of its brand development, following the departure of former CEO Garry Hogarth in February (16). Malverdi has plenty of experience under his belt having previously worked for the likes of Givenchy and John Galliano, and is bold in his approach to running the underwear label.

"The brand is the key asset," he explained to UK Vogue of his new role. "Learn to respect its heritage and history but don't get too stuck in the past. Always look to the future and don't be scared to take risks.

"I believe that creativity, clear vision and a 360-degree approach is the way forward in the luxury sector. I'll drive for precision at all levels."

Agent Provocateur has the backing of international venture capital company 3i to grow "in new territories", which Malverdi thinks has "huge potential" for the brand. The biggest difficulties are the current economic environment, he explains, as he and his team will need to strike harmony between "development, consolidation and execution".

"I'll be focusing on developing the retail side of the business and creating the best customer experience, online and in our stores," he added.

The label's chairman, Chris Woodhouse, is delighted Malverdi has joined the company at such a poignant and exciting time. Thanks to his work at other high-end labels, Chris has the utmost respect for the new CEO and can't wait to see what he brings to the table.

"I am sure that his extensive industry experience and skills will be invaluable to Agent Provocateur and I am very much looking forward to working with him," the chairman said.

Agent Provocateur's latest big venture was Charlotte Olympia designer Charlotte Dellal creating a range of lingerie, which creative director Sarah Shotton is a big fan of.

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