Bluebella has exceeded its initial £500,000 funding target through its equity crowdfunding campaign on Crowdcube.
The initiative was launched last month and has less than two weeks until its closing date.
So far, it has raised £661,170 from 381 investors – 32% ahead of expectations.
Bluebella, whose ecommerce business has grown 130% in the past year, hopes to put the money towards its marketing budget and creating online marketplaces as a new channel.
The lingerie brand, which launches four collections a year, is stocked in ASOS, Figleaves, House of Fraser and is wholesaled in more than 25 countries.
In Bluebella’s mission statement, founder and CEO, Emily Bendell, said: “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.”