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Paul Walsh, of law firm Bristows, said to The Daily Mail: “It means
that if something is produced that they [William, Kate or Harry]
feel is very detrimental to their image that they could take action
against the maker if they wished.”
All three were initially under the name ‘Tyrolese’ registered at
Clarence House but, in May 2013, more personal names for the
companies were chosen. The new names are not immediately
recognisable as being linked with the Royals themselves.
William has chosen the name ‘APL Anglesey’ as his registered name,
using his middle-name initials, Arthur Philip Louis, and the isle
where he and Kate first set up home. Kate’s is ‘CE Strathearn’.
Like her husband, she has used her initials, Catherine Elizabeth,
also incorporating one of her titles, Countess of Strathearn, which
she received on her wedding day. Harry, who has recently taken
an office job in the Army, has chosen the name of an Antelope
for his company, ‘Tsessebe’. It is an African animal, which lives
in a place close to his heart and where some of his charity work is
based.
All 3 have chosen their private secretaries as the directors of
their company, with new-mum Kate choosing an extra director in the
form of a Clarence House staff member.
Such moves have previously been made by A-listers, like the
Beckhams, who are friends of the Cambridges, to protect their
brand. However, the couple actually sell items, such as perfumes
and aftershaves, under the Beckham brand.
The new Royal companies will not be ‘regular trading arms’, in a
statement from Kensington Palace, and so will probably remain
unused in such a capacity for the foreseeable future. The Palace
has, however, not ruled out William, Kate or Harry releasing their
own officially endorsed items in future, perhaps for occasions such
as fundraising for their respective charities. This has a very high
earning potential, which would be beneficial to any of their
patronages.
photo credit: Keith Laverack via photopin
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