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Who we are

Founded in 2005 by Emily Bendell, the story and vision for the brand was simple. Fashion-led luxurious lingerie and nightwear collections made with the highest quality at an affordable price. Bluebella is a lingerie brand with strength and modernity at its heart; designed to redefine sensuality .

Our Founder

“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”

Emily Bendell
Founder and CEO


Our multi award-winning team launch four fashion lingerie collections per year, plus lots of beautiful mid-season delights. Our designs reflect a uniquely modern take on lingerie – often using unusual fabrics and trims and creating stunning new silhouettes. All styles are exclusively designed and manufactured to our exacting standards, and ensure that we maintain a truly unique and inspiring collection every season


We take inspiration from the world around us and today’s lifestyle and fashion trends to create collections that are unique and exclusive, and we are proud to be stocked in luxury retailers throughout the UK and internationally.

Our designs often have a provocative edge. We are endlessly inspired by the allure of the hidden, the mystery of what lies beneath, and the illusion of nudity just waiting to be found.

Our promise is to bring you seductive and affordable lingerie that takes you from day to night time, and everywhere in between.

2016 Highlights

Be Strong Be Beautiful
To celebrate an amazing summer of sport we started a conversation around female strength and beauty. We are immensely proud of the Team GB Olympic & Paralympic athletes Amber Hill, Stef Reid and Bryony Shaw who supported our campaign and looked so incredible in Bluebella.

Meet the girls and find out more here.

Tigerlily Taylor
In 2016 we welcomed rock'n'roll beauty Tigerlily Taylor, daughter of the Queen drummer Roger Taylor and supermodel Deborah Leng, as the new face of Bluebella. She smouldered in Bluebella and we loved her incredible sense of style and feminist ethos. Look out for more Tiger x Bluebella in 2017.

Read more about Tiger here.

Our Crowdfund smashed it!
In 2016 we launched a crowdfunding campaign to raise investment for our international expansion plans. We were absolutely delighted to smash through our target, raising more than double our intended figure! Thank you for the incredible support!

Find out more about our crowdfund and register your interest about future fundraises here.


We are social and love nothing more than seeing our designs lighting up Instagram on our beautiful and creative customers. Send us your favourite looks or show us how you style your Bluebella at #mybluebella. There is nothing we love more!


Not only do we make you look and feel fabulous, we want to make your shopping experience fabulous too. We take care to make your life that bit easier with quick delivery, free and easy returns and an award winning customer service team to take care of all your needs.

Awards & Recognition

2016: The UK Lingerie Awards – Finalist Medium Business of the Year and Finalist Marketing Campaign of the Year

2015: The UK Lingerie Awards - Winner: Boudoir Brand of the Year & Finalist: Independent Directional Brand of the Year

2014: The Lingerie Collective - Best Brand; The UK Lingerie Awards - Finalist: Boudoir Brand of the Year; Management Today - 35 Under 35

2013: Great British Entrepreneur Awards - Small Business of the Year & Most Captivating Entrepreneur

2012: Fast Growth Business Awards - Finalist; Women of Excellence Award - Finalist

Please note that orders from www.bluebella.us can only be delivered to addresses in the United States. If you require delivery to any other location, please use our main store at www.bluebella.com