Launched in 2005 by Emily Bendell, Bluebella is a British luxury lingerie company selling in the US, Australia, France and Italy. In 2013, Bluebella won the official licence for UK and Ireland to produce a lingerie range based on the Fifty Shades of Grey novels.
In 2016, the company raised over £1m in a crow-fund in order to expand in the US and is stocked on many online retailers including Selfridges and ASOS. The same year, Bluebella worked with three GB Olympic athletes on a body confidence campaign called #BeStrongBeBeautiful to get more schoolgirls back into sport and fitness.