Golden Goose takes on Crapper

Golden Goose takes on Crapper

Heritage bathroom brand Thomas Crapper set for category extension

Brand consultancy Golden Goose has signed heritage bathroom brand Thomas Crapper & Co for an exclusive 3 year licensing deal covering the UK, USA, and other International territories.

The brand, launched by the eponymous plumber at the height of the British Empire in 1861, introduced plumbed bathrooms and luxury bathroom fittings to the world – and picked up a number of Royal Warrants along the way. It opened the first ever bathroom showroom, on King’s Road in Chelsea, and made sanitaryware fashionable and aspirational.

Now Thomas Crapper is set to launch across a range of consumer products from toiletries and gifts to bathroom accessories and paper goods. The deal covers a range of IP assets including the brand’s decorative finishes archive, advertising archive as well as the iconic logo and registered trademark.

Golden Goose director Adam Bass said: “Thomas Crapper is a world renowned brand name that has very little presence outside of the sanitaryware business where it is sold through a small number of top end suppliers. The brand is ripe for development and we are already talking to a number of potential licensees.”

Bass says: “The brand name itself will enable us to come up with some great creative concepts that will be fun and firmly tongue in cheek.”

Thomas Crapper continued as a family business from its Victorian roots until the mid-1960s when it was taken over and later fell out of use. Today, it is owned by historian and collector of antique bathroom fittings Simon Kirby. The firm is now based in Stratford-upon-Avon from where it supplies its authentic heritage bathroom sanitaryware, fittings and accessories.