Bluebella, a London-based lingerie and nightwear fashion brand, has successfully secured its initial £500,000 funding target through its equity crowdfunding campaign on Crowdcube. The intiative was launched earlier this month and has less than two weeks until its closing date.
As previously reported, Bluebella was established in 2005 and is currently stocked at ASOS, Figleaves, and House of Fraser. The company also revealed that this fall it is launching in the US with key retailers Nordstrom and Bare Necessities. It has also seen strong growth in its e-commerce business, which grew 130% from 2015 to 2016.
Since its launch over ten years ago, the brand has received various awards such as The Lingerie Edit Buyers Best Brand January 2015, Silver in Small Business Entrepreneur of the Year 2014, Small Business of the Year 2011, and Women of Worth Awards Small Business of the Year 2011. Recently Tigerlily Taylor, the daughter of Queen’s drummer Roger Taylor, was named the new face of its brand.
In her mission statement, founder and CEO of Bluebella, Emily Bendell, stated:
“The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase. She sees it as fashion crossover style and a personal self-indulgence. No-one should leave gorgeous lingerie languishing in a drawer, waiting for that ‘special occasion’ – our highly wearable fashion-led collections can make every day feel just that little bit more exciting.”
Funds from Bluebella’s crowdfunding initiative will go towards marketing budget (such as digital customers acquisition/retention and brand profile) along with creating online marketplaces as a new channel. The campaign is set to close at the beginning of December.
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