EXCLUSIVE: Bluebella to roll into Topshop flagship store

Photo credit: NIKLAS HALLE’N/AFP/Getty Images.

Fashion lingerie Bluebella will launch into Topshop next month, Lingerie Insight has learned.

The British label’s SS17 collection will be sold at the retailer’s flagship Oxford Street store and online, with a view to rolling into more stores in the future.

Speaking at The Lingerie Edit in London yesterday, brand director Janet Mudge said key styles being delivered to Topshop include the Laura body and push-up plunge bra in black, rose dust and blue.

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Bluebella has been billed as the lingerie brand for the ‘Instagram generation’ and is stocked by Asos, House of Fraser and Urban Outfitters.

The brand announced last month that it has raised more than £1 million through crowdfunding – double its original target.

The cash will be used to fund a major expansion in the US where the multi-award-winning Chiswick-based label plans to sell 10,000 bras a month.

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