Soft Paris and Bluebella merge direct selling networks

Posted: November 19, 2014

Party plan operators Soft Paris and Bluebella have announced that they have merged their direct selling networks and the firms’ advisors will now all trade under the Soft Paris name. Soft Paris states that it is the number one sensual product brand in France. Formed in 2006, it has a direct selling team of 5,800 women throughout Europe and it claims to have enjoyed a 15% year-on-year increase since its launch. It began operating in the UK in August 2013 and this merger will further expand its British operation.

Soft Paris founders Anne-Charlotte Desruelle and Luca Armenia said of the merger: “We are delighted that two networks with similar cultures will join forces to create a strong entity. Women in the UK will now have access to our exclusive range of products and the secrets of sensuality offered as part of our themed Soft Paris parties.”

Bluebella was founded in 2005 by Emily Bendell and in 2010 it received a six-figure investment from Lovehoney. This gave it access to the online retailer’s product range and it holds the licence for the Fifty Shades of Grey lingerie and sleepwear, which is also available on the High Street via an exclusive agreement with Tesco – a deal which apparently came about because one in four of the Fifty Shades of Grey books were sold in Tesco. Bluebella also has a wholesale operation and is about to be stocked by Debenhams and Selfridges.

A Bluebella spokesperson said: “This is an exciting time for Bluebella consultants who will benefit from Soft Paris’ extensive experience and focus on the direct selling industry and from its fabulous collection of lingerie, cosmetics and sensual products.”

Further information can be found at www.bluebella.com and www.softparis.co.uk

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