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Bluebella ramps up US expansion

Lingerie brand Bluebella is expanding its presence in the US following deals with key retailers including Revolve, Shopbop and Bloomingdale’s.

The brand made expansion in the US a key priority after raising £1m in a crowd-funding drive at the end of 2016.

The London-based Bluebella was named Lingerie Brand of the Year at the Drapers Awards in December.

Bluebella founder and CEO Emily Bendell said: “In the US, we have seen strong growth of the ‘underwear as outerwear’ trend, of which Bluebella has always been at the forefront. We have enjoyed fast growth of our Instagram audience in the US and have seen key influencers styling Bluebella at festivals such as Coachella, which has really helped our profile in the US. We are delighted retailers have responded to our growing profile.

“Having the extra investment from crowdfunding has really helped us to push forwards globally and significantly increase market share in new territories.”

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