Agent Provocateur Opening Rodeo Drive Store

BEVERLY HILLS, Calif. — Luxury erotic lingerie boutique Agent Provocateur will open doors at a new location on Beverly Hills' Rodeo Drive come spring.

Agent Provocateur has taken 1,900 square feet on the famed street, neighboring with some of the swankiest stores, including Louis Vuitton, Tiffany & Co., Gucci, Fendi and Prada.

The location, at 242 N. Rodeo, is a former Bally retail outlet and will be considered a flagship store for the company on the West Coast. The closest Agent Provocateur store is on nearby Melrose Avenue near Fairfax.

The upmarket label saw profits soaring 45 percent to $1.8 million in the past quarter, according to the London Sunday Times.

"The company is in a good place," CEO Garry Hogarth told the newspaper. "I am confident for the future."

So confident that Agent Provocateur is expanding its erotic lineup to include sunglasses, cosmetics and bedding.

It already has bumped up its offerings by adding swimwear, footwear and other accessories that go side by side with nipple pasties, massage oils and whips and paddles, as well as its famous lingerie.

The London-headquartered chain also plans on growing online sales and opening up a flagship East Coast store in New York next month.

The chain has 51 stores in the U.K., Europe, Russia, South Korea, Hong Kong, the Middle East and the U.S., where two of the shops are located in Bloomingdales stores.

Other international plans include expanding into Russia and moving into Japan for the first time.

Agent Provocateur was founded by Joe Corre and his then wife, Serena Rees, in 1994. They sold a majority stake to private equity firm 3i in 2007.