INTERVIEW
By Caprice Supermodel turned award-winning entrepreneur Caprice spoke exclusively to Becky Ash about the longevity of her brand and her big plans for expansion... Lockdown has done nothing to dent Caprice’s business acumen. If anything, it has spurred her on to look at brand expansion and creative ideas for partners. “I know this business inside out by now! I’ve never been in it to make a quick deal or a quick buck – it is completely about longevity and having a brand that people can trust.” Since signing her first licensing deal 14 years ago, Caprice has made a name for herself in the business world. She started modelling in her early twenties, and became known as one of the most photographed women in the world. Even in those early days of fame, she always saw her name as a brand and would do deals with photographers where they would sell pictures to magazines around the world and make a fortune in the process. Having shot to fame in the 1990s, Caprice’s break-through front cover was Vogue Magazine. To date, Caprice has appeared on more than 350 magazine covers across the globe and over 150 TV shows and films. Reinventing herself, in her thirties, as a businesswoman and a brand in her own right was an extremely shrewd move. “Back then, you know, I was one of the very few people doing it. And I feel there’s a reason my brand has lasted as long as it has – it’s always been my top priority to work with quality partners, and not compromise on my credibility.” By Caprice Home now outperforms celebrity competitor ranges and she has a long-standing partnership with J Rosenthal. Caprice is now ready to expand her brand again. She said: “After the huge success of my bedding range it is a natural step to expand the product range. I am on the hunt for licensing partners who will supply and distribute to a variety PAGE 26
TOTAL BRAND LICENSING
