Bluebella embraces China’s growing lingerie market

The Shiloh collection is expected to sell well in China.

Bluebella is ramping up its international growth with new accounts in China.

The British lingerie and nightwear brand has appointed distributor Inprivet to handle sales in the rapidly expanding market and will be sold in stores including O2 Bra.

Sales of lingerie in China are expected to exceed those in America and Europe over the next five years, according to Inprivet, a global lingerie management company based in Shanghai.

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Bluebella CEO Emily Bendell said: “We are so excited to be launching in the China, which has the potential to become the biggest market in the world.

“It’s no surprise that Chinese women’s tastes are very different to women over here. The average bra size is 34B compared to 36DD in the UK.  We are sure our fashion based styles will appeal to the style-conscious Chinese, with the lingerie as outerwear trend growing in popularity internationally.”

“The market for international brands tends to be largely centred on women aged from 20-30 in China,” Bendell continued.

“This the age group which is really embracing the rapid changes going on in China and engaging fully with Western brands.”

Bluebella is expecting lines including Nova, Ella, Shiloh, Angelina and Valentina will be particularly popular with Chinese women.

A spokesman for Inprivet said: “China presents a huge opportunity for a fast growing and emerging brand like Bluebella.”

Bluebella has recently launched a big autumn push in America where it has new East and West coast agents and is being sold by the retail giant Nordstrom.

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