Bluebella reports booming sales in the US

By

Barbara Santamaria

Published
May 9, 2017

British lingerie brand Bluebella said sales in America are booming following an ambitious expansion drive supported by the company's successful crowdfunding campaign in November.

The multi award-winning brand launched a country-specific website for the US last summer and is now available at US retail giant Nordstrom, NY lingerie retailer Journelle and underwear e-tailer Bare Necessities.

In November 2016, Bluebella’s campaign on Crowdcube exceeded its target £500,000 by attracting more than £1 million, which have helped to bolster the company’s US strategy. Since then, the label has boosted 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.

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This has helped post promising sales figures: Bluebella enjoyed a record month in February for Valentine's Day with US online revenues up 1,535% on 2016, and March was almost as busy with a tenfold increase, said the company.

“Crowdfunding has been enormously positive for Bluebella,” said chief executive Emily Bendell. "We doubled our original target of £500,000 and the fresh investment has enabled us to really get serious about introducing the brand to an American audience.

"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."

In January, Bluebella poached Jo Bolton as wholesale manager from Gossard and Berlei to spearhead the sales drive across the Atlantic. The firm has also hired PR firm Bollare, known for its success connecting brands with Hollywood celebrities.