Bluebella has launched into Selfridges as its sale surge ahead of Valentine’s Day.
The British brand is being sold online and at the Body Studio, located on the third floor of the Selfridges’ flagship Oxford Street store.
Three Bluebella lines already selling well at Selfridges are Karolina, Natalia and Marina.
Bluebella chief executive Emily Bendell said: “We are delighted to be working with Selfridges – a byword in beauty and quality.
“Its Body Studio is a gorgeous collection of everything that is best in lingerie and nightwear,” she added.
“We have loved working with the team at Selfridges who have done an amazing job showcasing the lingerie.
“This gives Bluebella a huge presence in Oxford Street because we have recently started selling at John Lewis’s flagship store.”
Bluebella will be sharing details of all the new pieces on offer at Selfridges on its Instagram feed, which now has 194,000 followers.
Bendell continued: “Instagram is so important to us – we are the brand for the Instagram Generation via @Bluebella. 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.”
Bluebella was named Lingerie Brand of the Year at the Drapers Awards in December.
It is up for two gongs at the 2018 UK Lingerie Awards, taking place on February 19. It is in the running for Marketing Campaign of the Year and Medium Business of the Year.