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100 Indians hired to meet demand after she sports
Pippa Middleton like most girls is rarely seen without her favourite style of handbag.
But her love of the £195 Modalu grab bag is more than just a fashion statement.
For its makers,[link widoczny dla zalogowanych], it has brought a financial windfall, with sales of the design exploding fiftyfold since the Duchess of Cambridge's sister started carrying one.
Unsurprisingly, the once-small Surrey company renamed its best-seller in her honour, and now employs 100 people in its Indian factory just to keep up with the demand.
This all stems from the sort of endorsement money cannot buy,[link widoczny dla zalogowanych]. yet Modalu has no formal agreement with Pippa,[link widoczny dla zalogowanych].
All it had to do to secure countless photographs of its product across the media was send her four freebies,[link widoczny dla zalogowanych], custom-made in tan,[link widoczny dla zalogowanych], mock croc, black and oyster,[link widoczny dla zalogowanych], each with her name discreetly embossed on the back.
Miss Middleton was so delighted with her gifts that she is believed to have sent a handwritten note as a thank you,[link widoczny dla zalogowanych].
Modalu's managing director Mike Hiscock,[link widoczny dla zalogowanych], 49,[link widoczny dla zalogowanych], last night revealed that they had to build new premises at their factory in Chennai, South-East India, to cope with demand. It now employs 250 people,[link widoczny dla zalogowanych], 100 dedicated to the Pippa range.
He said: 'I've been in the business for 25 years and I've not seen anything like the explosion that Pippa carrying our bag had on the market,[link widoczny dla zalogowanych].
'Within 24 hours, our switchboards were jammed with people wanting to know where they could get their hands on one. Sales went up from £10,000 a month to £500,[link widoczny dla zalogowanych],000.'
The company is not shy about using the Pippa Factor to sell its products.
She is pictured with the bags on its website, which boasts: 'Pippa Middleton has a number of different colours of our bestselling Pippa bag.'
Such is the success that the company has expanded its Pippa range to include £159 shoulder bags, £75 wristlets and £69 wallets, which sold out over Christmas.
'The whole Modalu brand is now anticipated to have an annual turnover of £11 compared with £1 before the Royal Wedding,[link widoczny dla zalogowanych],' Mr Hiscock says.
'Frankly, we could not have bought the kind of publicity she's given us. It was because she liked the product. We've not paid her a penny to endorse it, but sent her four custom-made versions.
'Obviously we would love to have her as a brand ambassador,[link widoczny dla zalogowanych], but no approach has been made because of her Royal connection. We would not want to do anything to cause her any embarrassment.'
He added that they had not sent any bags to the Duchess of Cambridge or her mother. Nonetheless,[link widoczny dla zalogowanych], Carole was pictured with her own Pippa bag when she attended the unveiling of Kate's first official portrait last week.
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Pippa was first spotted with a shark-coloured Modalu bag when she emerged from a hotel the morning after her sister's wedding and interest boomed,[link widoczny dla zalogowanych], particularly from America.
Lucy Rome, brand manager, said: 'We had interest from around the world, but particularly from America. We just couldn't make them fast enough.
'For a while there was a huge waiting list for the shark and tan version. Our factory had to work round the clock to produce enough. We renamed it the Pippa because that's what people started to ask for.'
In having a handbag named after her, Pippa joins an elite club of timeless style icons that includes Jane Birkin,[link widoczny dla zalogowanych], Grace Kelly, Greta Garbo and,[link widoczny dla zalogowanych], erm,[link widoczny dla zalogowanych], Alexa Chung who is said to earn up to £80,[link widoczny dla zalogowanych],000 a year to promote Mulberry bags.
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