British lingerie brand Bluebella has seen its sales triple in just 12 months as the demand for seductive underwear soars.
Sales at the brand, known for its fashion-forward provocative designs, shot up from £1.2m in 2013 to £3.7m last year.
The dramatic leap in turnover saw Bluebella turn a £430,315 loss two years ago into a £347,273 profit in 2014.
Bluebella, whose collections are sold in retailers such as Selfridges, ASOS and Figleaves, also has the UK licence to make Fifty Shades of Grey lingerie.
Founder Emily Bendell said the improvement in performance was down to a changing sensual confidence in female consumers in the post-Fifty Shades era.
Unveiling Bluebella’s latest accounts, Bendell said: "Women have evolved and we like to think that we are both reflecting their changing attitudes and helping them to redefine sensuality.
"Traditional ideas about what it means to be sexy are now so dated. Modern women want their lingerie to be inspired by fashion, to be interesting and contemporary and to make them feel amazing,” she added.
"We are finding that fewer women are waiting for that ‘special occasion’ before wearing their most gorgeous lingerie. Our motto is ‘never save anything for best.’ It’s how about how the product makes you, rather than him, feel – our highly wearing collections make every day feel just that little bit more exciting."
Oxford University graduate Bendell, said a number of operational improvements have prompted the turnaround.
She said: "Bluebella has become a global brand, sold in more than 20 countries. We have embraced multi-channel growth by developing our website and producing strong new lines for new retail partners."
Bluebella, based in Chiswick, West London, teamed up with Tesco in 2013 to create a popular range of Fifty Shades lingerie for the supermarket’s F&F fashion brand.
Now celebrating its 10th anniversary, Bluebella is growing sales this year by developing MORE by Bluebella – bras and bodies in sizes 32-38 DD-G and briefs from size 8 to 18.
Bendell added: "MORE by Bluebella brings Bluebella’s signature design handwriting to the larger bust."