A LINGERIE business set up in its owner’s home hopes to add to its expanding haul of awards after receiving a national nomination for its website.

Belle Lingerie has been shortlisted in the best website design category for the prestigious Drapers Digital Awards.

The ceremony, which recognises and celebrates the best in fashion e-commerce, will take place on April 26, in London and will form part of the wider Drapers Digital Festival.

The nomination is further recognition for the firm, which continues to go from strength to strength.

After a record £4 million turnover in 2017, the firm is looking to invest in a new warehouse management system, stocking more premium lines and hiring new staff.

Belle Lingerie, which now employs more than 20 people, took on an extra 3,700 sq ft of office and warehouse space at its base in Chain Bar Road, Cleckheaton.

This follows the firm outgrowing its previous space at the warehouse unit it moved into six years ago.

The online lingerie and swimwear firm was set up by mother-of-three Janine Dutton in 2005.

She was working part-time at First Direct when she started selling items through online auction site eBay to make some extra money.

She narrowed her sales into lingerie and began her business from her home near Cleckheaton.

The business quickly expanded and Belle has seen a 30 per cent year-on-year growth rate and is one of the largest independent lingerie retailers in the UK.

The company already sells items from brands including Elomi, Gossard, Curvy Kate, Freya and Fantasie.

It is further cause for celebration for Mrs Dutton, who was named Business Woman of the Year at the Telegraph & Argus’s Bradford Means Business Awards last year.


Mrs Dutton said she was honoured to be nominated: “I never set out to build a business, it was simply a way to make a bit of extra money at the time.

“However, it has been humbling and amazing to see how far we’ve come and for my website to be shortlisted at the Drapers Digital Awards is truly an honour.”