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{{Short description|British businesswoman (born 1968)}}

{{multiple issues|
{{Cleanup bare URLs|date=August 2022}}
{{COI|date=July 2017}}
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{{Infobox person
{{Infobox person
| name = Serena Rees
| name = Serena Rees
⚫
| honorific_suffix = [[Order of the British Empire (MBE)|MBE]]
⚫
| image =
Serena B&W headshot.JPG| alt =
| image =
⚫
| alt =
| caption =
| caption =
| birth_date = {{Birth-date and age|14 March 1968}}
| birth_date = {{birth date and age|1968|3|14|df=y}}
| birth_place = London, England
| birth_place = [[England]]
| death_date =
| death_date =
| death_place =
| death_place =
| nationality = [[British nationality law|British]]
| nationality = [[British nationality law|British]]
| occupation = Fashion Entrepreneur
| occupation = [[Businessperson|Businesswoman]]
| spouse = [[Joseph Corré]] (????–2007) divorced
Creative Design Director
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| spouse = Paul Simonon
Joseph Corre (m. 1997 - 2006)
| children = 1
| children = 1
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| partner = [[Paul Simonon]] (2007–present)
}}
}}


'''Serena Rees''' [[Order of the British Empire (MBE)|MBE]] (born 14 March 1968)<ref>{{cite web|url=http://web.researcha.com/iccquery/detail/?did=6248941&c=uk |title=Researcha.co.uk - UK Company and Company Director Reports |publisher=Web.researcha.com |date= |accessdate=2012-02-23}}</ref> is a British entrepreneur, founder, fashion designer, and public speaker. She founded [[Agent Provocateur (lingerie)|Agent Provocateur]] with her then husband [[Joseph Corré]] in 1994 and Les Girls Les Boys in 2017.
Serena Rees, MBE, (born 14 March 1968) is a [[United Kingdom|British]] entrepreneur and creative director for the fashion and life-style sector.


==Biography==
==Early life==
Rees was adopted at an early age by Indian parents; her birth mother was from Kashmir. Rees left school at age 16.<ref>{{Cite web|url=https://www.thetimes.co.uk/article/how-i-make-it-work-serena-rees-fv50xgglz5n|title=How I make it work: Serena Rees|journal=The Times|first=Lindsay|last=Baker|date=29 August 2010|accessdate=3 February 2024}}</ref> She was working as a model in Chelsea,<ref>{{Cite web|url=https://www.telegraph.co.uk/comment/personal-view/3640836/Panty-politics.html|title = Panty politics| date=24 June 2007 }}</ref> in 1992 when she met Joseph Corré, the son of [[Vivienne Westwood]] and [[Malcolm McLaren]].


==Agent Provocateur==
Serena Rees is the founder of Agent Provocateur - one of the world's leading players in the luxury lingerie market. She grew the business from one small store in London's Soho to an internationally recognised brand, with stores in twenty countries and licensed distribution in over 100 store fronts worldwide. In 2007, Serena successfully sold majority control of Agent Provocateur to the private equity find 3i.
Rees decided to open a lingerie store that would be filled with colourful and fashion-forward lingerie. The store opened in 1994 on Broadwick Street, [[Soho]] as a retail shop. Eventually Rees and Corre began designing their own line of lingerie as well.<ref name="independent1">{{cite web |url=https://www.independent.co.uk/news/people/profiles/joe-correacute-and-serena-rees-sex-and-the-city-649844.html |title= Joe Corré and Serena Rees: Sex and the City - Profiles, People - the Independent|website=www.independent.co.uk |archive-url=https://web.archive.org/web/20110502011312/http://www.independent.co.uk/news/people/profiles/joe-correacute-and-serena-rees-sex-and-the-city-649844.html |archive-date=May 2, 2011}}</ref>


Agent Provocateur became a well known brand selling in 13 different countries and over 30 stores. Rees maintained a strict confidentiality policy which allowed celebrity clients to feel comfortable purchasing the products.<ref name="independent1"/> Rees made sure to cater to a celebrity clientele by enforcing a strict confidentiality policy. The brand often features celebrity models such as [[Kate Moss]].<ref>{{cite news|url=https://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/5035993/Agent-Provocateur-says-lingerie-sales-hold-up.html |title=Agent Provocateur says lingerie sales hold up |publisher=Telegraph |date= 2009-03-23|accessdate=2012-02-23 |location=London |first=Amy |last=Wilson}}</ref>
With extensive knowledge and expertise in creative design, retail and marketing, Serena continues to build brands and consults on businesses within the fashion, beauty, publishing and lifestyle sectors. Serena was recognised with an MBE in the Queens Honours list for her contribution to the British Fashion Industry.
==Career==
Serena Rees began her career in Peter Marlow design studio, creating published materials for the leading model agencies and fashion photographers in [[London]], [[Paris]], [[New York]] and [[Miami]].


Rees and Corre sold Agent Provocateur to [[private equity]] house [[3i]] for £60m,<ref>{{cite news|last=Attwood |first=Karen |url=https://www.independent.co.uk/news/business/news/agent-provocateur-sold-to-private-equity-firm-3i-for-pound60m-400593.html |title=Agent Provocateur sold to private equity firm 3i for £60m - Business News - Business |work=The Independent |date=2007-11-16 |accessdate=2012-02-23 |location=London}}</ref> as part of their divorce settlement.<ref>{{Cite news|last=Libby Banks|title=The millennials redefining sexy|language=en|url=http://www.bbc.com/culture/story/20200428-the-brands-redefining-sexy?referer=https://www.bbc.com/|access-date=2020-05-07}}</ref>
With her creative background in photography, design and production, Rees moved into advertising in the late 80s.


==Les Girls Les Boys==
Following her departure, she moved back into fashion, working for [[Vivienne Westwood]]. Whilst there, she met Joseph Corre, and the two created the concept for Agent Provocateur. 
[[Les Girls Les Boys]] is a men's and women's underwear, intimates and streetwear brand, founded by Serena Rees in May 2017.<ref>{{Cite news|url=https://www.businessoffashion.com/articles/news-bites/news-bites-serena-rees-new-label-goop-to-pop-up-at-nordstrom|title=News Bites &#124; Serena Rees' New Label, Goop to Pop-Up at Nordstrom|newspaper=The Business of Fashion |date=4 May 2017}}</ref><ref>{{Cite web |url=http://www.sidewalkhustle.com/serena-rees-launches-les-girls-les-boys/ |title=Serena Rees Launches 'Les Girls les Boys' &#124; Sidewalk Hustle |access-date=2017-06-16 |archive-date=2017-05-17 |archive-url=https://web.archive.org/web/20170517170206/http://www.sidewalkhustle.com/serena-rees-launches-les-girls-les-boys/ |url-status=dead }}</ref><ref>{{Cite news|url=https://www.bustle.com/p/les-girls-les-boys-is-the-unisex-underwear-brand-you-need-on-your-radar-55647|title=Les Girls les Boys is the Unisex Underwear Brand You Need on Your Radar|newspaper=Bustle }}</ref><ref>http://www.theindustrylondon.com/agent-provocateur-co-founder-serena-rees-launches-new-label/</ref><ref>{{Cite web|url=https://fashionunited.uk/news/fashion/agent-provocateur-co-founder-serena-rees-to-launch-new-label/2017050524415|title = Agent Provocateur co-founder Serena Rees to launch new label|date = 5 May 2017}}</ref>


==Other business ventures==
Agent Provocateur, the British luxury lingerie brand, opened their first store in Soho, London, in 1994 to critical acclaim. It revolutionised the lingerie market by bringing lingerie into the luxury fashion arena. It became an internationally recognised luxury brand with stores in twenty countries and a successful fragrance and beauty line, distributed in over 70 countries worldwide. 
Rees then started Cocomaya, a bakery and chocolatier with several branches in London, where she resides with her daughter and partner Simonon.<ref>{{cite news|author=Interviews by Rhiannon Harries |url=https://www.independent.co.uk/news/people/profiles/how-we-met-joel-bernstein--serena-rees-1824089.html |title=How We Met: Joel Bernstein & Serena Rees - Profiles - People |work=The Independent |date=2009-11-22 |accessdate=2012-02-23 |location=London}}</ref>


==References==
==References==
{{Reflist}}
http://www.direct.gov.uk/prod_consum_dg/groups/dg_digitalassets/@dg/@en/documents/digitalasset/dg_068588.pdf


{{Authority control}}




{{Persondata <!-- Metadata: see [[Wikipedia:Persondata]]. -->
| NAME = Rees, Serena
| ALTERNATIVE NAMES =
| SHORT DESCRIPTION =
| DATE OF BIRTH = 14 March 1968
| PLACE OF BIRTH = England
| DATE OF DEATH =
| PLACE OF DEATH =
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}}
{{DEFAULTSORT:Rees, Serena}}
{{DEFAULTSORT:Rees, Serena}}
[[Category:Living people]]
[[Category:Living people]]
[[Category:Businesspeople in fashion]]
[[Category:21st-century British businesswomen]]
[[Category:English people of Kashmiri descent]]
[[Category:1968 births]]
[[Category:1968 births]]
[[Category:British fashion designers]]
[[Category:Creativity]]
[[Category:Lingerie]]
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[[Category:Order of the British Empire]]

Latest revision as of 07:57, 26 July 2024

Serena Rees
MBE
Born (1968-03-14) 14 March 1968 (age 56)
England
NationalityBritish
OccupationBusinesswoman
SpouseJoseph Corré (????–2007) divorced
PartnerPaul Simonon (2007–present)
Children1

Serena Rees MBE (born 14 March 1968)[1] is a British entrepreneur, founder, fashion designer, and public speaker. She founded Agent Provocateur with her then husband Joseph Corré in 1994 and Les Girls Les Boys in 2017.

Early life

[edit]

Rees was adopted at an early age by Indian parents; her birth mother was from Kashmir. Rees left school at age 16.[2] She was working as a model in Chelsea,[3] in 1992 when she met Joseph Corré, the son of Vivienne Westwood and Malcolm McLaren.

Agent Provocateur

[edit]

Rees decided to open a lingerie store that would be filled with colourful and fashion-forward lingerie. The store opened in 1994 on Broadwick Street, Soho as a retail shop. Eventually Rees and Corre began designing their own line of lingerie as well.[4]

Agent Provocateur became a well known brand selling in 13 different countries and over 30 stores. Rees maintained a strict confidentiality policy which allowed celebrity clients to feel comfortable purchasing the products.[4] Rees made sure to cater to a celebrity clientele by enforcing a strict confidentiality policy. The brand often features celebrity models such as Kate Moss.[5]

Rees and Corre sold Agent Provocateur to private equity house 3i for £60m,[6] as part of their divorce settlement.[7]

Les Girls Les Boys

[edit]

Les Girls Les Boys is a men's and women's underwear, intimates and streetwear brand, founded by Serena Rees in May 2017.[8][9][10][11][12]

Other business ventures

[edit]

Rees then started Cocomaya, a bakery and chocolatier with several branches in London, where she resides with her daughter and partner Simonon.[13]

References

[edit]
  1. ^ "Researcha.co.uk - UK Company and Company Director Reports". Web.researcha.com. Retrieved 2012-02-23.
  2. ^ Baker, Lindsay (29 August 2010). "How I make it work: Serena Rees". The Times. Retrieved 3 February 2024.
  3. ^ "Panty politics". 24 June 2007.
  4. ^ a b "Joe Corré and Serena Rees: Sex and the City - Profiles, People - the Independent". www.independent.co.uk. Archived from the original on May 2, 2011.
  5. ^ Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". London: Telegraph. Retrieved 2012-02-23.
  6. ^ Attwood, Karen (2007-11-16). "Agent Provocateur sold to private equity firm 3i for £60m - Business News - Business". The Independent. London. Retrieved 2012-02-23.
  7. ^ Libby Banks. "The millennials redefining sexy". Retrieved 2020-05-07.
  8. ^ "News Bites | Serena Rees' New Label, Goop to Pop-Up at Nordstrom". The Business of Fashion. 4 May 2017.
  9. ^ "Serena Rees Launches 'Les Girls les Boys' | Sidewalk Hustle". Archived from the original on 2017-05-17. Retrieved 2017-06-16.
  10. ^ "Les Girls les Boys is the Unisex Underwear Brand You Need on Your Radar". Bustle.
  11. ^ http://www.theindustrylondon.com/agent-provocateur-co-founder-serena-rees-launches-new-label/
  12. ^ "Agent Provocateur co-founder Serena Rees to launch new label". 5 May 2017.
  13. ^ Interviews by Rhiannon Harries (2009-11-22). "How We Met: Joel Bernstein & Serena Rees - Profiles - People". The Independent. London. Retrieved 2012-02-23.
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