John Lewis expands Bluebella deal

John Lewis will expand its distribution of Bluebella lingerie nationwide following a successful pilot at its Oxford Street branch earlier this year.


Bluebella

The British lingerie brand has gone on sale at Westfield White City and Canary Wharf and nationwide at Bluewater, Cardiff, Cambridge, Milton Keynes and High Wycombe.

“We had a wonderful response from shoppers after first going on sale at Oxford Street and online and we were delighted when the buyers wanted us in lots more stores,” said Bluebella CEO and founder Emily Bendell.

“We are at a great price point for shoppers who are looking for contemporary, directional, luxe lingerie.”

Lingerie is becoming an interesting category, with H&M recently announcing its first ever lingerie collaboration with Love Stories and Amazon entering the market with its Iris & Lilly private label last year.

Rising demand for unique and trend-led lingerie is fuelling record sales at Bluebella this year, following its wholesale launch in North America in 2017. The brand is also looking to expand into further territories, it said.

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