Sales at Bluebella have shot up by almost 60% in the last year, thanks to a big product expansion and international growth.

The award-winning company is enjoying a record years as it prepares for a big American launch in the autumn.

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The key sales driver has been doubling its core sales channels in the last year, Bluebella said.

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The brand has secured new stockists in America, The Netherlands and Switzerland and is now sold in more than 20 countries.

In the UK, Bluebella is now available in House of Fraser, Next, Urban Outfitters and Fenwick and online via ASOS and figleaves.

Chief executive Emily Bendell said: “We are having the busiest year in our history and it is down to getting the products right and finding new outlets here and all over the world.

“Sales are up by 59% on the year to date and that is before our big US launch where we have been exhibiting at Curexpo in New York.

“We have been really pleased with the reaction to new ranges such as MORE by Bluebella for fuller-busted women and our new hosiery collection.”

Bendell said that Bluebella’s publicity campaigns had helped the team to reach new markets.

Last month, it launched BeStrongBeBeautiful, a powerful campaign with Olympic athletes Bryony Shaw and Amber Hill and Paralympian Stefanie Reid, who all posed in Bluebella lingerie to celebrate female empowerment.

Amber, 18, has become one of the highest profile stars of Team GB and has been heavily featured in the media wearing Bluebella lingerie.

Bendell added: “We launched in Russia after our photoshoot on the London Underground was picked up by Russian media and was spotted by one of the country’s biggest buyers.

“We have been thrilled with the reaction to the BeStrongBeBeautiful. Our message that the strong female form should be celebrated really struck a chord as Team GB prepares to take the Olympics by storm. Here’s hoping all three women can win a medal in Rio.”

Sales tripled in Bluebella’s last accounts to £3.7 million and profits were £347,273.

Bendell said the brand was reflecting changing female attitudes towards sensuality.

She said: “Modern women want their lingerie to be inspired by fashion, to be interesting and contemporary and to make them feel amazing.

Women have evolved and we like to think we are both reflecting their changing attitudes and helping them to redefine sensuality.”