Serena Rees’ new underwear brand Les Girls Les Boys has lost £1m of merchandise in a lorry heist days before it is due to launch.

The merchandise was stolen from a lorry in a carpark in Barnsley while it was on its way to a warehouse in Leeds, reports The Guardian.

According to the report South Yorkshire police has launched an investigation into the theft which took place on 19 August and they have said that the stock should be easier to track down since it had not yet been launched onto the market.

Les Girls Les Boys is due to launch on 1 September and includes men’s and women’s underwear, intimates and streetwear with “an updated observation of self identity and sexuality”.

The label promises to be the antithesis of the glamorous aesthetic of Rees’ first underwear label, Agent Provocateur, which she founded with her then husband Joe Corré in 1994. Rees and Corré sold Agent Provocateur to private equity house 3i in 2007 and earlier this year it was acquired out of administration by Four Marketing, the fashion agency which is part-backed by Mike Ashley’s Sports Direct.

“Les Girls Les Boys is for the customer who treads their own path, are proud of who they are and proud of who they love. The idea of ‘bed to street’ is core to our brand philosophy – blurring the boundaries between inside and outside. This is the new sexy,” said Rees when she announced the launch in May.

The brand will include bras, briefs, bodysuits, rib jersey, T-shirts, vests, pyjamas, boxer shorts, hoodies and  joggers in sizes from XS to XL with prices ranging from £20-£120. It will initially be available from the Les Girls Les Boys website as well as Selfridges, Nordstrom, Shopbop and Zalando.

According to The Guardian the brand did not comment on the theft but it has offered a reward for information leading to the return on the merchandise.