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Cashing in on the 'Kate effect': Camilla Al Fayed buys Duchess's favourite label Issa
As a favourite brand of Britain's newest Royal, Issa has never been more popular. So it's no surprise Camilla Al Fayed has decided to cash in on growing demand, buying a 51 per cent stake in the company.
The daughter of former Harrods boss Mohammed will be in charge of 'expanding the company globally and increasing visibility’.
Issa's profile has rapidly risen since Kate first started wearing Daniella Helayel's designs while dating Prince William. The Duchess also chose an Issa dress when she announced her engagement, and has since worn two other dresses by the same label for her royal tour.
Camilla's move comes as Issa announces an e commerce store, launching in a few weeks, as well as plans for a stand-alone boutique.
Helayel said: 'The investment will help to grow the business and take it to the next level. I looked at a lot of investors, and Camilla came with the best fit. She has the infrastructure behind her, she's well connected, and she will open a lot of doors.'
The label, that launched in 2003, is currently stocked in department stores and net-a-porter.com. Brazilian-born Helayel will continue to design while Al Fayed concentrates on growing the brand.
Camilla said: 'We're restructuring the whole business model. We will launch an e-commerce store in the coming month and then we'll be looking to open standalone stores - certainly in London and Brazil - in the next few years.
'The long-term plan is to create a lifestyle brand - with childrenswear and homewares. The Issa label has a lot more to give and we're very excited about the future.'
Issa has always attracted well-heeled clientele, including Royals Beatrice and Eugenie, who are always spotted front row at Issa shows. A typical dress retails for around £700. But the label has taken off to new heights since Kate has been an honorary ambassador.
Camilla designer her own range for Harrods when her father owned the department store. But after it was sold, she was forced to close the label down.