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Prince William and Duchess Catherine have taken control of two companies to protect their brand.

The Duke and Duchess of Cambridge became the registered persons with control of the limited companies APL Anglesey and CE Strathearn, thereby enabling them to sell officially-endorsed products and take legal action against anyone selling items that could harm their image.

APL Anglesey was set up to represent Prince William’s interests in October 2012, taking its title from the initials of his middle names Arthur Philip Louis and the Welsh island where he and Duchess Catherine lived after they were married.

Duchess Caterine’s company CE Strathearn was formed in November 2013, using the initials of her names Catherine Elizabeth and her Scottish title of Countess of Strathearn, awarded by the Queen.

Companies House records do not specify if the royals are shareholders of APL Anglesey or CE Stathearn, but do say that they each have a “significant influence or control” over the companies.

It’s the first time that Prince William and Duchess Catherine have been registered as owners of businesses with a potential commercial role after the couple took over from the previous shareholders who were trusted royal aides, MailOnline reports.

Paperwork was filed at Companies House this week and confirmed that Clara Pearce, the assistant treasurer to Prince Charles and the Duchess of Cornwall, had stepped down from her role as shareholder at both companies.

Although the couple have not been registered as directors of their companies, the directors still include Prince William’s former private secretary Simon Case, who became the new head of the civil service last month.

The move has suggested the 38-year-old Prince is preparing his role as a future monarch by taking a hands-on approach to his financial and personal affairs.

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