Sales at Bluebella have shot up by almost 60% in the last year, thanks to a big product expansion and international growth, with even more successful results expected as the company prepares for a big American launch later this year. The key sales driver has been doubling its core sales channels in the last year, and after securing new stockists in America, The Netherlands and Switzerland Bluebella is now sold in more than 20 countries with House of Fraser, Next, Urban Outfitters, Fenwick, ASOS and figleaves stocking the brand in the UK.
Chief Executive Emily Bendell said: “We are having the busiest year in our history and it is down to getting the products right and finding new outlets here and all over the world. Sales are up by 59% on the year to date and that is before our big US launch where we have been exhibiting at Curvexpo in New York. We have been really pleased with the reaction to new ranges such as MORE by Bluebella for fuller-busted women and our new hosiery collection.”
Bluebella sales tripled to reach £3.7 million with £347,273 profit, and Bendell said the brand’s publicity campaigns played a big part in helping them reach new markets. Last month, the brand launched the BeStrongBeBeautiful campaign with Olympic athletes Bryony Shaw (windsurfing) and Amber Hill (shooting) and Paralympian Stefanie Reid (long jump) who all wore Bluebella lingerie to celebrate female empowerment. Amber, 18, has become one of the highest profile stars of Team GB and has been heavily featured in the media wearing Bluebella lingerie.
Bendell adds: “We launched in Russia after our shoot on the London Underground was picked up by Russian media and was spotted by one of the country’s biggest buyers. We have been thrilled with the reaction to the BeStrongBeBeautiful. Our message that the strong female form should be celebrated really struck a chord as Team GB prepares to take the Olympics by storm. Here’s hoping all three women can win a medal in Rio!”
