Bluebella
United Kingdom
Bluebella is a London-based lingerie brand founded in 2005 by Emily Bendell. It sells lingerie, nightwear, hosiery and swimwear online and through department stores and online retailers.
| Founded | 2005 |
|---|---|
| Founder | Emily Bendell |
| Headquarters | London, United Kingdom |
| Segment | Lingerie, swimwear and hosiery |
| Website | bluebella.com |
What is Bluebella?
Bluebella is a British lingerie label. Wikipedia names Emily Bendell as founder, gives 2005 as the founding year and lists a London address. The company is a private limited company, Bluebella Ltd, and no owner is named in the sources retrieved, so none is stated here.
Products and positioning
The website lists lingerie sets, bras, knickers, bodysuits, suspenders, harnesses and corsets, plus nightwear such as pyjamas, chemises and kimonos, hosiery and swimwear. Seasonal edits include an underwear-as-outerwear theme. Wikipedia notes a 2018 swimwear design collaboration with Amber Davies.
Business model and distribution
Bluebella sells through country-specific versions of its website for the United Kingdom, France, Germany, Italy, Australia and other regions, with free UK delivery above 60 pounds. The site links to a store locator, but no company-owned shops are listed on Wikipedia. Its wholesale presence includes Selfridges, Bloomingdale's and Nordstrom, online retailers such as ASOS, Figleaves, Revolve and Shopbop, and a 2019 wholesale partnership with Victoria's Secret, according to Wikipedia.
- Founder: Emily Bendell
- Founded: 2005
- Channels: own website, department stores and online retailers
Why it matters
Bluebella is a long-running British independent lingerie brand that combined direct online sales with wholesale to major international retailers, including a partnership with Victoria's Secret. It is a useful reference for fashion-led lingerie in the UK market.
Frequently asked questions
Who founded Bluebella?
Bluebella was founded in 2005 by Emily Bendell. It is a London-based lingerie brand.
Where can you buy Bluebella?
Bluebella sells through its own country-specific websites and through retailers such as Selfridges, Bloomingdale's, Nordstrom, ASOS and Shopbop, according to Wikipedia.