Oxford PPE graduate Bendell set up lingerie firm Bluebella in 2005. It started as a direct sales company, but now the brand is stocked by Asos, Selfridges and Figleaves. Turnover has grown fivefold in two years since Bluebella entered the US and Australia, and Bendell now employs 10 people. Last year, she landed the licence for Fifty Shades of Grey lingerie in the UK and Ireland.
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