Bluebella is making a big push into America from September, when the lingerie brand will launch at US retail giant Nordstrom as well as joining exclusive New York lingerie boutique Journelle later in the autumn. The brand will be represented in the West Coast by Wells Apparel and more retail partners are expected to take on Bluebella following the Curvexpo trade show in New York later this month, where the brand will showcase its latest lingerie collections and brand new hosiery range.
CEO Emily Bendell said: “We want to make a big splash in America. We’ve always been a brand that likes to be noticed and really want get our name out there. Britain has a population of 64 million compared to America’s 320 million – that is five times as many customers, so it is a huge opportunity for us now that we have got a foothold in some of America’s most iconic retailers.”
Bendell said that London-based Bluebella was at the forefront of trends embraced in America, such as wearing underwear and outerwear, and the brand understands how women want their lingerie to be inspired by fashion, to be contemporary and make them feel amazing. “Women have evolved and we like to think that we are both reflecting their changing attitudes and helping to redefine sensuality right across the globe. The feelings are the same whether you are in London, New York or Los Angeles.”