British boudoir brand Bluebella has launched in House of Fraser.
The label’s directional lingerie and nightwear designs went online at houseoffraser.co.uk this week.
Highlights include the open-cup Nova bra, the Vivienne basque in lace and sheer mesh and the barely-there Julianna chemise.
Commenting on the launch, Bluebella founder Emily Bendell: said "We are delighted to be joining the prestigious lingerie brands on sale in House of Fraser, and we know that this is an exciting opportunity for Bluebella.
“House of Fraser customers are very brand focused and we feel that the beautiful contemporary designs of Bluebella will have great appeal to the House of Fraser customer.”
Bluebella’s success has been powered by multi-channel growth and new retail partnerships with other high street retailers such as Selfridges, Fenwicks, Urban Outfitters, Next and Debenhams.
The brand has recently been announced as a finalist in UK Lingerie Awards, in two categories: Independent Directional Lingerie Brand and Boudoir Lingerie brand of the year.
The winners will be announced in December.