London lingerie brand Bluebella slips into profit after sales triple on the Fifty Shades of Grey effectComments Off on London lingerie brand Bluebella slips into profit after sales triple on the Fifty Shades of Grey effect
Women wearing lingerie every day, rather than saving raunchy outfits for special occasions, following the success of Fifty Shades of Grey has helped a west London brand deliver spanking results.
Bluebella, founded by Oxford University economics graduate Emily Bendell, burst into the black — making a profit of £347,000 in 2014 against a £430,300 loss the previous year. Sales tripled to £3.7 million.
Bendell said: “Our motto is ‘never save anything for best’. It’s how about how the product makes you, rather than him, feel — our highly wearing collections make every day feel just that little bit more exciting.”
The enduring popularity of EL James’s racy novels and subsequent film boosted Bluebella, which supplies a Fifty Shades range to Tesco.
Bendell was president of Oxford’s Magdalen College — which boasts Chancellor George Osborne and Health Secretary Jeremy Hunt as alumni — and quit her job editing a legal journal to set up the seductive underwear brand in 2005.
Bluebella is now sold in 20 countries and is stocked in Selfridges, House of Fraser and Next.