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 opened the first bathroom showroom on King's Road in Chelsea. After making sanitaryware fashionable and aspirational for the Victorians, Thomas Crapper is now 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.

"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," says Adam Bass, director of Golden Goose. "The brand is ripe for development and we are already talking to a number of potential licensees."