Following Bluebella‘s big push into the US market, the brand today announces it is to start selling in the rapidly expanding Chinese lingerie market. Sales of lingerie in China are expected to exceed those in America and Europe over the next five years, presenting a huge challenge to international brands who have only been allowed to enter the market in the last 10 years.
Bluebella CEO Emily Bendell said: “We are so excited to be launching in the China which has the potential to become the biggest market in the world. It’s no surprise that Chinese women’s tastes are very different to women over here – the average bra size is 34B, compared to 36DD in the UK.”
She explains the lingerie as outerwear trend is also growing in China, with Bluebella lines including Nova, Ella, Shiloh, Angelina and Valentina expected to be particularly popular with young women in the country. “Young Chinese women love to shop online and we expect 80% of our sales there to be online. The market for international brands tends to be largely centred on women aged from 20-30 in China and this is the age group which is really embracing the rapid changes going on in the country and engaging fully with Western brands,” she adds.