Bluebella sales in America are booming after its successful £1 million crowdfunding. The brand has bolstered its online marketing, expanded its affiliate network and is working with separate agents on the East and West coasts to bring new retailers on board. PR firm Bollare, known for its success connecting brands with Hollywood celebrities, has recently been hired.
Bluebella enjoyed a record month in February for Valentine’s day with US online revenues up 1,535% on 2016. March was almost as busy with a tenfold increase. Emily Bendell, Bluebella chief executive, said: “We have seen consistent revenue growth since Christmas and American consumers are really responding to the brand. The lingerie-as-outerwear trend which we are seeing so strongly in the UK is also happening in the States – and we are in a great position to capitalise on it.”