Topshop lifts restrictions on branded lingerie sales, takes on Bluebella

Left to right: Bluebella’s Beatrix wired bra and Amelie body.

Topshop has taken stock of British brand Bluebella after lifting its restrictions on branded lingerie deliveries.

Bluebella is now available at the group’s flagship store on Oxford Street as well as online.

In February, Lingerie Insight learned that Topshop was prohibiting the intake of branded lingerie collections.

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Multiple suppliers were notified by the fashion retailer that intake targets have been cut, with management putting restrictions in place to accept own-buy stock only.

But these restrictions, which were put in place as a temporary measure, have now been lifted.

Commenting on the launch into Topshop, Bluebella CEO Emily Bendell said: “Topshop Oxford Circus is one the key outlets for any lingerie brand and we are delighted that they think Bluebella is a great fit for their customers.

“We are really ramping up our sales operation and we will be announcing several new outlets for Bluebella over the course of the year. It is a really exciting time for the business.”