Bluebella - EU

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Who we are

The brainchild of Emily Bendell, Bluebella was founded with a simple yet profound vision at its core: to deliver luxurious lingerie, underwear, and nightwear to spirited, fashion-forward women. Our brand champions innovation, inclusivity, and exceptional style above all else, redefining sensuality with every new collection.

Our Founder

“To me lingerie is a personal self-expression of individual style and spirit.  The Bluebella woman does not see lingerie as a functional or traditionally sexy purchase to be ‘dressed up in’ for someone else.  If the thing we wear closest to our skin is for someone else and not ourselves – what does that tell us about our bodies?  I wanted to create a brand and product that was empowered, confident, sassy, contemporary and fashion focused.  We design to make women feel their most fabulous selves!”

Emily Bendell
Founder and CEO


Our award-winning team takes inspiration from modern lifestyles, fashion trends and the world around us. Each collection we launch has a clear purpose and vision behind it, pushing the boundaries of design with unique fabrics, unusual trims and unforgettable new silhouettes. We are proud to be stocked by some of the UK's and world’s most famous retailers, including Selfridges, Victoria’s Secret, Bloomingdales, Zalando, David Jones and De Bijenkorf.

Take control of the narrative with our new fearless collection, inspired by the sheer spirit of femininity. Ultra-wearable, bold, and innovative, this unique line-up of lingerie and nightwear styles is a sight to behold and delight in.

BLUEBELLA x Ashley Williams

Inspired by a shared vision celebrating women’s individuality, we joined forces with one of Britain’s most exciting womenswear designers Ashley Williams to create a collection that seamlessly marries her distinctive style with our commitment to boldness and confidence. This unique collab showcases an array of nightwear, underwear and accessories crafted in fully recycled materials, capturing the attention of fashion enthusiasts and lingerie connoisseurs alike.

PRIDE 2023

Feeling proud means celebrating life, and Bluebella has the lingerie to match it. Modelled by queer singer girli and imbued with her unapologetic spirit, the new Pride collection allows you to show your true colours without a filter.

We’re donating 10% of the profits from the collection to Outright International, supporting their amazing work for LGBTIQ+ communities.



While we never take any time off from celebrating and supporting women, we think International Women’s Day is a great chance to make our commitment to feminism even clearer.

This year, we embraced equity with the support of our incredible community and donated 5€ from every order made on the day to Equality Now in support of their work for women and girls.



Launching our improved size range was a huge step forward for our brand. Most of our designs are now available in 30A-40F and 6-20 ranges, ensuring that the unique Bluebella experience is accessible to even more people.


We are proud to be stocked by many of the world’s leading retailers. Find your local stockist here.


We are social and love nothing more than seeing our designs lighting up Instagram on our beautiful and creative customers. Send us your favourite looks or show us how you style your Bluebella at #mybluebella. There is nothing we love more!
We are delighted to now have more than 654k followers on Instagram and 223k on Facebook.

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Not only do we make you look and feel fabulous, we want to make your shopping experience fabulous too. We take care to make your life that bit easier with quick delivery, free and easy returns and an award winning customer service team to take care of all your needs.

Awards & Recognition

2021: Drapers Awards 2021 - Winner: Lingerie Brand of the Year; Bluebella ranked at No. 2 on the Top 200 Female-Powered Businesses in the UK in a report by J.P. Morgan

2020: Bluebella ranked at No. 28 on the 24th annual Sunday Times Virgin Atlantic Fast Track 100; Ecommerce Awards 2020 - Best Social Media Campaign - The World’s Biggest Online Fashion Show

2019: ECMOD (Direct Commerce) - Best Fashion/Accessories Brand; Ecommerce Awards 2019 - Best Cross Border Marketing Campaign and Best Social Media Campaign

2018: Drapers Awards 2018 - Winner: Lingerie Brand of the Year; Marketing Campaign of the Year - Dare to Bare - Lingerie Insight Awards; ECMOD (Direct Commerce) – Best Womenswear & Accessories; Ecommerce Awards 2018 - Best Social Media Campaign

2017: Drapers Awards 2017 - Winner: Lingerie Brand of the Year

2016: The UK Lingerie Awards – Finalist: Medium Business of the Year & Finalist: Marketing Campaign of the Year

2015: The UK Lingerie Awards - Winner: Boudoir Brand of the Year & Finalist: Independent Directional Brand of the Year

2014: The Lingerie Collective - Best Brand; The UK Lingerie Awards - Finalist: Boudoir Brand of the Year; Management Today - 35 Under 35

2013: Great British Entrepreneur Awards - Small Business of the Year & Most Captivating Entrepreneur

2012: Fast Growth Business Awards - Finalist; Women of Excellence Award - Finalist