NEW YORK — Caprice Bourret is hoping her exposure in Britain will translate into sales in the U.S. of her lingerie line, By Caprice.
Bourret, who is American, lives in the U.K., where she is an actress, pinup model and regular, scantily clad cover girl for magazines such as Maxim and FHM. Her fame there has enabled her to establish a number of businesses, including those for hair products, lingerie and calenders.
Describing herself as a self-made entrepreneur, Bourret’s lingerie line bowed in February at Nordstrom in the U.S. and Edgars in South Africa. Having a “lifelong passion” for lingerie, she said she wear-tests her products for everyday wear or modeling. Bourret first launched a licensed line of intimates in the U.K. at department store Debenhams in 2001. In August, By Caprice lingerie will be available in the German catalogue Otto Versand.
Bourret has built her brand across many genres, including TV in shows such as VH1’s “Surreal Life,” on the London stage in “The Vagina Monologues,” in commercials for Diet Coke and Pizza Hut and online in a “Play Poker With Caprice” game on Paradisepoker.com.
“Of course, I wear everything myself,” she said. “I also wear everything before it goes into production to ensure the quality is great and it fits well.”
The spring line consists primarily of contemporary and sexy-looking bras and coordinating panties in pastel shades of lemon, rose, lilac and powdery blue. Bra cup sizes are 32 to 36 A to DD and 38 B, C and D. Retail prices start at $18 for a low-rise thong and go to $39 for a padded plunge-front ruffle bra.
Tanja Kuntz, vice president of intimate apparel at Nordstrom, said, “It’s done very well because it’s cute, fun, fashionable, feminine and playful. The collection has a lot of sexy little details you don’t see in many lines. It has a really sexy appeal to it, but customers have enjoyed how cute and playful it is.”
She added that best-selling items feature “fun, playful fashion details such as ribbon ties, charms and special straps that have sold very well. It’s designer detail at a price.” Top sellers include “bras that are lightly contoured with small [push-up] bumps, and a really great low-rise thong.”
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As for Bourret’s connection with consumers, Kuntz said: “She’s been great at talking with our customers and sales people about the product. Customers have really enjoyed talking to her and she’s easy to chat with, very personable.”
Addressing awareness of Bourret’s celebrity identity in the U.S., Kuntz added: “She definitely has a following and a model look. But people just like to come in and learn who she is.”