Brand consultancy Golden Goose has signed up heritage bathroom brand Thomas Crapper & Co for an exclusive three-year licensing deal covering the UK, US and other international territories.
A range of consumer products including toiletries, gifts, bathroom accessories and paper goods is being planned.
The deal covers a range of assets including the brand's decorative finishes archive, advertising archive, 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," said Golden Goose director, Adam Bass. "The brand is ripe for development and we are already talking to a number of potential licensees.
"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 & Co was launched in 1861, introducing plumbed bathrooms and luxury fittings to the world.