Bluebella hopes for record sales as it unwraps sequel to famous risqué lingerie

ALYSSA BRA AND BRIEF bluebella

Bluebella has unveiled the sequel to its All Wrapped Up Body bow, which saw massive sales and online attention last year.

The brand’s ‘Body Bow’ Alyssa bra is targeted to consumers buying for Valentine’s Day and it is hoped high sales will be repeated. It has been billed as a ‘stylishly fun way of bringing burlesque to the bedroom’.

The All Wrapped Up Body Bow was a huge success for Bluebella and its stockist Asos, and was quick to sell out. The brand hopes to repeat the success with the Alyssa bra and brief set.

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The underwired Alyssa bra has two wide chiffon ties which are fashioned into a bow across the bust, giving full or minimal coverage.

Bluebella chief executive Emily Bendell said: “We were a little bowled over by the success of the All Wrapped Up Body Bow. We got record sales from a lingerie piece that half the fashion world hated – and the other half thought was funny, cheeky and outrageous.

“We wanted to repeat the success with a bold new design which retains all the fun elements of the All Wrapped Up Body Bow but more closely resembles Bluebella’s modern design ethos.”

Bluebella recently raised £1 million through the equity funding site Crowdcube to finance a significant expansion into America.

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