BlueBella Ltd, a fast-growing direct sales lingerie and sensual products retailer, has successfully completed its first major financing round.   Its main investor, LoveHoney, is a market leader in the sensual products market in the UK. Other investors include Addidi, a network of female Angel investors and a fund managed by E-Synergy Ltd, the early stage venture capital specialist.

“This investment round was an opportunity for me to add strength to our already impressive management team and advisory board.” says BlueBella’s founder Emily Bendell.  “LoveHoney, as market leaders, have a wealth of knowledge and expertise and Addidi and E-Synergy bring a network of incredibly successful individuals across a wide breadth of fields.”

In preparation for raising funds, Ms Bendell participated in Connect Midlands’ investment readiness programme, Understanding Finance for Business, which gave her the opportunity to scrutinise her business from the point of view of an investor.

The newly raised funds will allow BlueBella to grow its party plan sales force into a national network and further develop its product offering.

BlueBella was advised by Alegro Capital in this transaction.