Bluebella‘s lingerie sales have doubled as lockdown is eased, with sales of its most popular lines shooting up by more than 200% in what is normally a quiet period for underwear.
Sales of colourful styles are up 208% and harnesses and suspenders rose 180%. Loungewear and pyjamas continue to out perform previous years, up 195%, and kimonos increased by 204%. Many of the best selling lines are the more revealing feminine styles, such as the Marseille (up 120%), the Lyra lace soft bra and thong (up 120%), and the Natalia body (up 71%).
Bluebella CEO and founder Emily Bendell said: “Traditionally March is relatively quiet in terms of sales but this year we have seen a huge uplift. Sales are falling into two clear categories, comfort and provocative. Loungewear and nightwear are still selling phenomenally well, as they have done throughout lockdown, but in the past month sales of our more fashion-led and provocative pieces have surged, and bright colourful styles are three times higher than the previous year. This is clearly a reflection that our customers want to enjoy the new freedoms brought about by the end of lockdown and that our lingerie is once again being styled as outerwear.”
