By Caprice Expands Distribution in a Global Push

Caprice Bourret has global ambitions for her lingerie brand.

LONDON — Caprice Bourret has global ambitions for her lingerie brand.

The American-born, London-based model plans to promote her collection of lingerie, By Caprice, into three more countries this year: the United Arab Emirates, specifically Dubai, Spain and Italy.

France is a possibility, said Bourret, who noted she is in talks with additional retailers in the U.S., South Africa and the U.K. about selling her contemporary lingerie. She’ll also be launching her first swimwear line this summer.

“This is quite a big year for me,” said Bourret. “I haven’t even been going a year yet. I’m trying to keep up with everything.”

Bourret is best known in Britain for appearances in TV shows including VH1’s “The Surreal Life,” her steamy photographs in men’s magazines including Maxim and FHM and TV ads for Diet Coke and Pizza Hut.

The blonde’s lingerie collection, which launched last February, is sold at the British department store chain Debenhams and by e-commerce retailers ASOS.com and figleaves.com. By Caprice is also sold in the U.S. at Nordstrom, in South Africa at Edgars and in Germany at Otto Versand.

Bourret would not give a sales volume, but first-year wholesale sales were close to $1 million, according to industry estimates.

“We’ve had a really good reaction to it, it’s been really quick-moving,” said Clare Kearney, head of buying at figleaves.com. “It has a really strong look, with striking color combinations and it’s competitively priced. It definitely helps that Caprice models the ranges herself. She’s well known in the U.K. and looks great in the images. We’ll be buying significantly more for autumn and winter selling.”

Bourret’s 28-piece fall collection has expanded to include all-in-one silhouettes and corsets. Bourret said the lingerie will retail from around $15 for a thong to $35 for a bra.

Regarding the 14-piece swimwear line to be launched this summer, she said, “It’s a fashionable product. I have prints, some embellishments, some with padding, some without. I’ve really gone across the board. The colors are vibrant and the cuts are very complimentary. It’s not just for skinny women, but also for voluptuous bodies. Not everyone has a model’s body, but I still want everyone to feel sexy.”

This story first appeared in the April 2, 2007 issue of WWD.  Subscribe Today.

Despite the strong reaction to her lingerie brand, Bourret said she wants to build the line slowly and steadily.

“As with anything, you sort of listen to what the demand is,” she added. “I walk before I run. I want to give my ladies a solid product. That’s the way you create longevity in a brand. I want my customers to keep coming back.”