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Pre-money valuation

Bluebella is an award winning lingerie & nightwear brand stocked in ASOS, Figleaves and House of Fraser, wholesaling into 25+ countries. The lingerie market is forecast to grow to $40bn in 2020 and has seen online growth of 265% since 2011. Bluebella’s ecommerce business is 130%+ YTD.

  • Direct e-commerce channel growth of 130% YTD
  • Stockists include Topshop, ASOS, Fenwicks, Zalando & Urban Outfitters
  • Press includes Vogue, Marie Clare, Grazia, Metro, The Standard & Mail
  • Founded by Emily Bendell, named in Management Today's 35 under 35
Information EIS tax relief is available for investments in Bluebella, up to their overfunding cap of £1.25 million.


Bluebella is an established, multi-award winning lingerie and nightwear brand, designing for the Instagram generation. The Bluebella girl does not see lingerie as ‘functional or sexy’– she sees it as fashion crossover and intimate self-indulgence. We create high designed, fashion inspired lingerie at affordable prices. Bluebella started in 2005 as a home party plan business and has also worked in licensing, designing and creating products for the infamous brand Fifty Shades of Grey. Over the last 18 months, we have strategically pivoted to pure Bluebella brand e-commerce and wholesale.

We have a fast-growing profile in the press with regular appearances in key titles like Vogue, Marie Clare, The Metro, The Standard and Mail Online. Bluebella boasts an increasing roster of renowned stockists such as ASOS, House of Fraser, Figleaves, Urban Outfitters, Zalando and Topshop. We wholesale into 25+ countries worldwide.

We see strong growth in our e-commerce business, which grew 130% from 2015 to 2016.

This Autumn Bluebella launches in the US with key retailers Nordstrom and Bare Necessities, and direct to customers via a dedicated US e-commerce site.

The global lingerie market is forecast to grow 17% per year to $40bn in 2020, largely driven by growing e-commerce. Over the last 5 years online lingerie sales grew 265% against an overall online retail market growth of 116%.

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