POWER LIST 2017: Brand Champions – Emily Bendell, CEO, Bluebella

Emily Bendell spearheaded the drive to put lingerie and nightwear on the fashion map through her brand Bluebella, which she launched in 2005 whilst working as a legal journalist in London.

Known for directional designs, which often have a provocative edge, the London-based independent brand saw a 100% growth across all core channels in 2015/16, with the latest financial year on track to repeat that success.

The last 12 months saw the appointment of a Chinese agent and two US agents, and the opening of prestigious accounts such as Nordstrom, Journelle, and Bare Necessities, in the US.

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International exports make up 44% of 2016’s trade revenue and are projected at 57% in 2017.

Innovative marketing campaigns in 2016 such as ‘BeStrongBeBeautiful’, for which Bluebella partnered with three female Olympians, resulted in worldwide positive exposure on the issue of body confidence for young women.

Key investments in 2016 include a US website, a new website for the UK, a warehouse move, range expansion and product development including DD+ and hosiery, and key hires in merchandising and digital marketing.

2017 has seen the appointment of retail investor Richard Sims as chairman and ecommerce expert Eva Pascoe as non-executive director.

Bendell has steered the brand through change and challenge, staying true to the core brand message of ‘Redefining Sensuality’ and leading and inspiring the team to explore every opportunity to build on the success of this exciting brand.

To view the full Brand Champions category, CLICK HERE

Profile

Company: Bluebella
Address: The Light Box, Unit 1.40, 111 Power Road, Chiswick, London W4 5PY
Tel: 0203 176 6990
Twitter: @Bluebella
Website: www.bluebella.com
Focus: Lingerie and nightwear manufacturing and retail

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