Sales at Bluebella, the British lingerie company known for its fashion forward provocative designs, shot up from £1,2 million in 2013 to £3,7 million last year as demand for more seductive underwear soars. The dramatic leap in turnover saw Bluebella turn a £430,315 loss two years ago into a £347,273 profit in 2014, and the brand is now present in retailers such as Selfridges, ASOS and Figleaves as well as holding the rights to make Fifty Shades of Grey lingerie in the UK.
Founder Emily Bendell said the improvement in performance was down to a changing sensual confidence in female consumers in the post-Fifty Shades era. “Women have evolved and we like to think that we are both reflecting their changing attitudes and helping them to redefine sensuality. Traditional ideas about what it means to be sexy are now so dated, modern women want their lingerie to be inspired by fashion, to be interesting and contemporary and to make them feel amazing.”
This year’s results are expected to be even better as the brand prepares to roll out MORE by Bluebella, which will bring Bluebella’s signature design to the larger bust by offering bras and bodies in sizes 32-38 DD-G and briefs from size 8 to 18.