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'''Serena Rees''' (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 [[United Kingdom|British]] businesswoman, and the founder of fashion label Les Girls Les Boys, launching globally in September 2017. Rees co-founded [[Agent Provocateur (lingerie)|Agent Provocateur]] with her then husband [[Joseph Corré]].
'''Serena Rees''' (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 [[United Kingdom|British]] businesswoman best known for cofounding [[Agent Provocateur (lingerie)|Agent Provocateur]] with her then husband [[Joseph Corré]].

[[File:Serena Rees credit Ana Cuba colour.jpg|thumb]]


==Early life==
==Early life==
An adopted daughter of Indian parents, Rees was working in Chelsea,<ref>http://www.telegraph.co.uk/comment/personal-view/3640836/Panty-politics.html</ref> when in a nightclub in 1992 she met Joseph Corré, [[Vivienne Westwood]] and [[Malcolm McLaren]]'s son.
An adopted daughter of Indian parents, Rees was working as a model in Chelsea,<ref>http://www.telegraph.co.uk/comment/personal-view/3640836/Panty-politics.html</ref> when in a nightclub in 1992 she met Joseph Corré, [[Vivienne Westwood]] and [[Malcolm McLaren]]'s son.

==Les Girls Les Boys==
In May 2017, Rees unveiled plans for Les Girls Les Boys - a new-to-market underwear, intimates and streetwear label for men and women. The brand will launch globally on September 1 2017. Les Girls Les Boys will embody the antithesis of Agent Provocateur's risqué aesthetic, a contrast that reflects a cultural shift over the past decade. Rees believes her new brand's identity speaks to the way consumers want to engage with their sexuality, the same way Agent Provocateur did in the late '90s and early-to-mid '00s. <ref>https://www.businessoffashion.com/articles/news-bites/news-bites-serena-rees-new-label-goop-to-pop-up-at-nordstrom</ref>


==Agent Provocateur==
==Agent Provocateur==
[[File:Agent.provocateur.london.arp.jpg|thumb|Agent Provocateur's first store, on [[Broadwick Street]] Store, Soho, London]]
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.<ref name="independent1">[http://www.independent.co.uk/news/people/profiles/joe-correacute-and-serena-rees-sex-and-the-city-649844.html] {{webarchive |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 |date=May 2, 2011 }}</ref>
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.<ref name="independent1">[http://www.independent.co.uk/news/people/profiles/joe-correacute-and-serena-rees-sex-and-the-city-649844.html] {{webarchive |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 |date=May 2, 2011 }}</ref>


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==Other business ventures==
==Other business ventures==
Rees co-founded Cocomaya, a bakery and chocolatier with several branches in London in 2009. She lives in London with her partner Simonon and their children.<ref>{{cite news|author=Interviews by Rhiannon Harries |url=http://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 |publisher=The Independent |date=2009-11-22 |accessdate=2012-02-23 |location=London}}</ref>
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=http://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 |publisher=The Independent |date=2009-11-22 |accessdate=2012-02-23 |location=London}}</ref>


In 2017 she announced the creation of new brand Les Girls Les Boys. <ref>{{cite news|last=Woods|first=Kerala |url=http://www.sidewalkhustle.com/serena-rees-launches-les-girls-les-boys/ |title=SERENA REES LAUNCHES ‘LES GIRLS LES BOYS’ |publisher= sidewalk hustle |date=2017-05-04 |accessdate=2017-05-04 |location=Toronto}}</ref>
==References==
==References==
{{Reflist}}
{{Reflist}}

==External Links==

*[http://LesGirlsLesBoys.com Les Girls Les Boys]


{{DEFAULTSORT:Rees, Serena}}
{{DEFAULTSORT:Rees, Serena}}

Revision as of 18:58, 27 June 2017

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

Serena Rees (born 14 March 1968)[1] 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,[2] when in a nightclub in 1992 she met Joseph Corré, Vivienne Westwood and Malcolm McLaren's son.

Agent Provocateur

Agent Provocateur's first store, on Broadwick Street Store, Soho, London

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.[3]

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.[3] 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.[4]

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.[5]

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.[6]

References

  1. ^ "Researcha.co.uk - UK Company and Company Director Reports". Web.researcha.com. Retrieved 2012-02-23.
  2. ^ http://www.telegraph.co.uk/comment/personal-view/3640836/Panty-politics.html
  3. ^ a b [1] Archived May 2, 2011, at the Wayback Machine
  4. ^ Wilson, Amy (2009-03-23). "Agent Provocateur says lingerie sales hold up". London: Telegraph. Retrieved 2012-02-23.
  5. ^ 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.
  6. ^ Interviews by Rhiannon Harries (2009-11-22). "How We Met: Joel Bernstein & Serena Rees - Profiles - People". London: The Independent. Retrieved 2012-02-23.