The company was founded by Joseph Corre and Serena Rees (ex-wife) in 1994, and the first store was opened is Soho on Broadwick Street. After failing to source lingerie via other brands, the company decided to manufacture and sell a brand new fashionable line of lingerie under its name. After the founding couple divorced in 2007, the business was bought by 3i the private equity firm, and Garry Hogarth is the current CEO of the company.
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