UNITED KINGDOM — BlueBella has announced the launch of the official Fifty Shades of Grey lingerie collection for the U.K. and Ireland.
BlueBella CEO Emily Bendell says, “We believe every woman should confidently embrace and enjoy her sensuality and the Fifty Shades of Grey books have played a significant role in shifting perceptions of female sensuality. This is core to our vision too, so we feel this is a perfect partnership.”
According to the company, an initial gifting collection will launch for Christmas 2013. The range will include panties bearing sayings from the erotic book series, as well as camisole and shorts sets, corset-back panties, provocative body bows, open bra sets and “Christian Grey” men’s boxers.
“We are thrilled to be translating this iconic brand that has meant so much to so many into a fabulously sensual and playful lingerie collection,” Bendell said. “Here at BlueBella we have learned through our amazing social selling sales force what real women want and we are confident our Fifty Shades of Grey Collection will be a beautiful reflection of that. The debut gift collection will be perfect for Christmas and Valentine’s and we are designing an extensive and gorgeous second collection to launch next year.”
Lovehoney, which produces the official range of Fifty Shades of Grey merchandise, is also involved with the production of BlueBella's Fifty Shades of Grey lingerie collection. The company said it is looking forward to its release.
"Lovehoney is delighted that Bluebella has secured the license for the official Fifty Shades of Grey lingerie range," Lovehoney co-director Richard Longhurst told XBIZ. "Like Lovehoney, Bluebella is a fast-growing, successful company. We work closely together in product development and distribution of products through the Lovehoney websites and Bluebella's home parties business. This deal represents another massive opportunity for both companies."
The comprehensive range for summer 2014 will coincide with the launch of the erotic trilogy’s anticipated first film, to be directed by artist and film-maker Sam Taylor-Johnson.
According to the company, BlueBella’s home party consultants will be the very first to see the new collection and will be selling the Fifty Shades of Grey Lingerie Collection and BlueBella Parties across the country.