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Sales up as Caprice takes design control

Orders for lingerie label By Caprice’s spring 10 collection, the first since its partnership with lingerie supplier Intimas ended, have rocketed.

By Caprice was previously manufactured and designed by Intimas with model and brand founder Bourret also having input. The brand’s contract with Intimas ended in May 2009 and Bourret took full control. Intimas subsequently went into administration in July 2009. Bourret forecast spring 10 turnover would rise 19% and profits be up 41% on spring 09 after she invested in fit and new fabrics and renegotiated supplier terms. Profit growth outpaced sales growth because there was no longer a third party involved.

She said: “Last year I was left with too much stock because buyers cut their budgets in half. The dollar to sterling exchange rate was also a problem because I didn’t forward order materials.” Bourret has developed the range to include more detail and high-end fabrics and lace, while maintaining the same price points. “I’ve taken a hit on margins so I can invest in the product,” she said.

By Caprice has 60 UK stockists, including Dorothy Perkins, Tesco and 53 indies. The brand has also been sold in young fashion retailer Lipsy since January.

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