Boss Emily Bendell said: “Two years ago we had revenues of £1.6 million and were loss making. We have since more than doubled those each year and are now profitable.”
The London-based firm has just launched in 50 branches of US store chain Nordstrom as part of a major international retail and wholesale sales drive that now includes a dedicated US site and follows an over-subscribed £1million crowdfunding raise last year.
Bluebella’s signature strappy looks, which previously led to a Fifty Shades of Grey range, have now acquired a sports luxe dimension that’s in step with fitness trends and are a gift for Instagram and other changing attitudes reshaping the lingerie market, explains Bendell who was 24 when she set up the company in 2005.
“Underwear used to be either sexy or functional. Now they cross over, it’s a fashion purchase for women, in the same way they buy a pair of shoes or a handbag, to please themselves or for men to buy as gifts,”
“Underwear used to be either sexy or functional. Now they cross over, it’s a fashion purchase for women, in the same way they buy a pair of shoes or a handbag, to please themselves or for men to buy as gifts.
“We launched a new swimwear collection this summer, helped by the interest around Love Island, and have a lot of female students in the UK who stay with us and aim to have the same in the US.”
Growth capital through crowd funding was the right one for the company, adds Bendell “because there’s a strong connection between investors and brand ambassadors and we want to build that base”.
Jewel reds and boudoir chiffons feature strongly in the latest collections and Bendell is considering holding more stock in the light of Brexit uncertainty.
The company employs 20 in the UK where it designs, with manufacturing in Europe and the Far East.
Next move will be further expansion in the Middle East and Australia.
“Now it is all about Bluebella the brand,” says Bendell.
“Inclusivity is central to us, whatever a customer’s shape.”
www.bluebella.com