Caprice praises Long Eaton lingerie firm

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Thursday, October 16, 2008
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This is Derbyshire

SUPERMODEL Caprice has praised workers at a Long Eaton lingerie factory during the launch of her new underwear range.

The "By Caprice" range of lingerie, developed by the star with the help of staff at Intimas, in Field Farm Road, is now being sold by retail giant Next in shops nationwide. It is one of the first times Next has stocked an outside label in its stores.

Caprice, 36, used the launch to speak about her trips to Long Eaton to help design the range. She said: "I spend a lot of time at Long Eaton for my fits and design work.

"After a Paris show, I go to Intimas and we go through design and fits, and have general meetings about how the collection is progressing.

"They are the easiest people to work with. They are so helpful and happy, they're really lovely people.

"You should see how I look when I go up there, I look like a train wreck. They are like my family up there. It's great."

The Caprice coup is welcome news for Intimas after a tough few years of trading.

The supermodel is two years into a three-year contract with the firm, which employs 240 people. Her independent lingerie business has grown phenomenally since its launch in 2006, branching out into nightwear, swimwear and clothing.

Caprice said: "It's a little bit scary how much my business has grown from season to season, even in the volatile environment that we're seeing right now. We're really, really lucky.

"I tried to get another girl to model the stuff and my sales decreased by 67% so, as long as they have retouching, I'll keep modelling because it just works!

"I personally go to Paris and pick out my lace, my bra straps and my embellishments. I pick everything out and design it. It's a totally different ball game.

"I own 100% of By Caprice lingerie and I do it all myself. I use good materials and stay at a really competitive price range, between £18 and £22. It's everyday wearable but with a fashion twist. When I design, I design for my women – comfortable, sexy and feminine."

Intimas has had a tough past couple of years, suffering a £3.8m loss in 2007, but is now reversing its fortunes.

Currently in the advanced stages of securing a financing plan to fund its turnaround, the company has successfully cut back trading losses in the first half of 2008.

And with Caprice paying Intimas by the item, the huge Next deal is more good news.

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