Shaken & Stirred - Influential Brand Profiling and Positioning

Up-and-coming lingerie firm Bluebella gets a £1m boost to conquer US

Up-and-coming lingerie brand Bluebella has raised more than £1million by crowdfunding to expand into the US.

The firm, which is fronted by Queen drummer Roger Taylor’s daughter, Tigerlily Taylor, more than doubled its initial target of £500,000.

It said the extra money would enable it to raise its profile through direct marketing and PR – with its ultimate goal being to sell 10,000 bras a month.

Bluebella, which designed a collection inspired by Fifty Shades of Grey, already has a strong following in America and 20 per cent of its online sales come from US customers.

It said it is on target to make £1.7million in sales by the end of the year and £4.7million next year once the expansion is underway.

Bluebella was founded by Emily Bendell who set it up shortly after graduating from Oxford University.