Bluebella is experiencing booming sales from a fast-growing group of women – SINDIES. Single Income Now Divorced are high-earning females, often with children, back on the dating scene and looking for fun. Typically they are enjoying their ‘naughty forties’ and may be dating several men casually as they seek a new Mr Right.
Bluebella reported a 45% surge in sales among this group – newly single women aged between 35 and 50. They are specifically buying the most provocative lingerie which previously had been more popular with twentysomethings. Sales of sexy basques are up 28% amongst Sindies and stockings and suspenders are up for 32%, with the most popular lingerie line being the bondage-themed Eden with sales up 17%.
In Britain, 65% of divorces are initiated by women. And SINDIES are celebrating their new-found freedom by throwing ‘divorce parties’ with other recent singles, typically spending around £90-a-head on the brand’s renowned ‘erotic chic’.
Bluebella founder Emily Bendell said the market for erotic lingerie was changing fast. “We have been delighted to watch the emergence of the SINDIES for some time at Bluebella. These are women who know what they want and they are embracing their sensual lives with confidence and style. Their particular pleasure with us is provocative lingerie which might have only been sold to women in their 20s a decade or so ago.”