Emily Bendell: BlueBella

Putting the luxury into love stuff and lingerie

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Emily Bendell, 30
Web: www.bluebella.com

Described by founder Emily Bendell as specialising in “sensual products aimed at the Sex and the City generation”, BlueBella is carving its own niche as a luxurious but affordable lingerie and ‘love stuff’ specialist. The company distinguishes itself from its competitors through its network of “social sellers”; as well as selling its range of lingerie and products online, Bendell has modernised the “party plan” sales model, giving hundreds of women the chance to earn money as BlueBella consultants.

Despite the fact some are uncomfortable with the business’ maison d’etre, (including a certain Anne Widdecombe, who declined to present Bendell with a business award she had won), BlueBella has received over £200,000 from private investors, as well as £50,000 from female angel group Addidi. Bendell is now focusing on growing the UK network of party planners, with the aim of entering new routes to market, and looking to other territories, in the long term.

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