Bluebella has launched in John Lewis as its sales surge ahead of Christmas.
The British lingerie and nightwear brand is being sold online at Johnlewis.com and at the retailer’s flagship Oxford Street store.
A customer event was held on Saturday, October 21 at the Oxford Street store to celebrate the launch with an exclusive gift with purchase offers.
Bluebella chief executive Emily Bendell said: “It was wonderful to meet so many John Lewis customers on Saturday and hear so many positive comments about the Bluebella collection.
“John Lewis is, of course, renowned for their quality brand offering, so we are delighted to be part of that stable and be able to offer Bluebella to John Lewis’ loyal customer following.”
Bluebella shared pictures of the new John Lewis concession on its Instagram feed which now has 137,000 followers.
Bendell added: “Instagram is so important to us – we are the brand for the Instagram Generation via @Bluebellaofficial. It is a great way to share all our news with our customers and alert them to new products. It really has become so influential in the last two years.
“We loved working with the team at John Lewis who have done an amazing job showcasing the lingerie, as the pictures on Instagram illustrate.”
Two Bluebella lines already selling well at John Lewis are the Natalia body and the Marina bra, thong and teddy.