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Fifty Shades of Grey moves Bluebella into the black

Lingerie brand Bluebella tripled its sales to £3.7m and moved into profit in 2014 on the back of the success of book and film series Fifty Shades of Grey.

Sales at the firm, which owns the UK rights to make Fifty Shades of Grey lingerie, shot up from £1.2m in 2013, while the business turned a loss of £430,315 into a profit of £347,273 for the year to December 31, 2014.

Founder Emily Bendell said the improvement in performance was down to a “changing sensual confidence” in female shoppers.

“Women have evolved and we like to think that we are both reflecting their changing attitudes and helping them to redefine sensuality. Traditional ideas about what it means to be sexy are now so dated. Modern women want their lingerie to be inspired by fashion, to be interesting and contemporary and to make them feel amazing.”

Bluebella was founded in 2005 and is stocked by retailers including Selfridges, Asos.com and Figleaves.

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