EXCLUSIVE INTERVIEW: CAPRICE

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

of key UK retailers. She continued: “As an extension to By Caprice Home, there is a gap in the market for glamorous homeware and decorating products that my customers are dying to get their hands on. The Instagram influencers have changed the game, and everyone is looking to emulate their gorgeous and stunning interiors.” When asked which areas of expansion she sees as key areas, Caprice noted: “I am looking to develop wall and ceiling paints in a variety of feminine and luxurious colours, incorporating glamour with some sparkles and shimmer. Wallpaper is also a really interesting product category that I would love to launch. Consumers are focusing on home interior design more than ever before, and I want to help inspire people to transform their homes.” There are other areas in which she is keen to focus, including relaunching By Caprice Swim and By Caprice Loungewear, “By Caprice Swim was extremely popular and I would like to enter the swimwear UK market again. Loungewear is more niche but during the lead up to Christmas we always used to sell out and I used to ‘buy deep’, so it tells you the numbers that were selling. I am really excited by the future and hope to launch products in 2021.” How much does she identify with the consumers she is looking to reach? “You know, consumers are savvy. They are also loyal, and we all know that retail is challenging right now. That’s why I really want to focus on keeping my brand as one that can really be trusted. I’m 100% about integrity.” And what about the working process, and due diligence to ensure that everything produced in her name and under the guidance is following her brand ethos? “I’m extremely hands on – like I said, I’ve been in this business for many years now! I’m extremely involved in the whole process and I know my market, from the licensing business to retail buyers to the customer.” Caprice rounded off our interview by sharing her formula for keeping consumers happy. “There’s really a clear formula to getting it right. You have to have good quality products, with originality thrown in, and at a good price. People are smart – they can see if you’ve compromised your brand name in any way.” Of course, as every conversation does these days, we also discussed the strange times we are currently living in. “I wasn’t born to be a homeschooler!” She commented, on teaching her children at home – something that millions around the globe can currently identify with. “I don’t know how teachers do it. They are all saints!”