Bluebella has launched a new American website and fresh strategy as it gears up for its major US launch in the autumn. CEO Emily Bendell has appointed new East (Easton International) and West Coast (Wells Apparel) agents after Curvexpo in July, adding that American buyers have different preferences to those in Britain as indicated by the brand’s best-selling styles in the US, the fashion-forward Nova and Gia bras.
“One trend which started over here and is quickly being adopted in the US is the lingerie/fashion crossover which makes our arrival very timely. We have lead the way on this in the UK and it was great to hear Susanna Cordner, assistant curator of textiles and fashion at the V&A, acknowledge this in her recent Women’s Hour interview on Radio 4 on future lingerie trends,” Bendell said.
Bluebella now has bespoke websites for buyers in America, Australia and in the EU and sells in more than 20 countries with Germany a particularly strong area of growth. “It is key development – buyers feel much more comfortable buying in their own currency and the new sites have been a key driver in our global expansion,” she adds.