Bluebella has stepped up its expansion in Australia after being stocked in The Iconic, one of the country’s largest online fashion retailers. Australia is now the fourth biggest direct market for the international lingerie brand. “After seeing impressive growth in our direct to consumer business in Australia, we have been keen to find the right retail partners to build on that momentum,” said Bluebella founder and CEO Emily Bendell. “The Iconic, as a forward thinking fashion focused retailer, is the perfect partner for us and will help us to get noticed in this exciting market.”
Bluebella has been voted Lingerie Brand of the Year for two years running at the Drapers Awards. It has doubled sales consecutively for the last two years and is expanding rapidly globally, particularly in the US where stars such as Nicki Minaj and Maggie Gyllenhaal have been pictured in Bluebella designs.
