Bluebella, Soft Paris merge party plan networks

Bluebella has merged its network of party plan consultants with French brand Soft Paris.

The British brand, which launched a Fifty Shades of Grey lingerie range this year, said it will benefit from Soft Paris’ experience and focus on the direct selling industry and from its collection of lingerie and sensual products.

Bluebella and Soft Paris party plan advisors will now trade under the Soft Paris name.

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Soft Paris managing directors Anne-Charlotte Desruelle and Luca Armenia said: “We are delighted that two networks with similar cultures will join forces to create a strong entity. Women in the UK will now have access to our exclusive ranges of products and the secrets of sensuality offered as part of our themed Soft Paris Parties.”

Soft Paris, which launched in France but is headquartered in Dublin and has an office in London, has a direct selling team of 5,800 women throughout Europe.

The company has had a 15% year-on-year increase in sales since its launch in 2006.

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