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Liberty, Tesco, Lush among Bridgerton licensees enjoying success

With the final four episodes of Bridgerton season three having been released last week (13 June), partners including Tesco, Primark, Liberty and Lush among others are continuing to enjoy success from their collaborations with the Netflix hit.

The Liberty Fabrics x Bridgerton prints sees Liberty digging into its archives and customising some of its iconic prints. There are nine prints in various colourways, available by the metre at the Regent Street store and globally through Liberty authorised wholesalers.

An immersive experience on the fourth floor of the store has been taking place since mid-May. In the first 10 days, more than 11,000 people visited the first of its kind immersive six-week pop-up, with the fabrics presented across a series of room sets depicting the narrative of season three through the Liberty lens.

Liberty estimates that over the entire period, 700k+ Bridgerton fans, Liberty customers and international tourists will potentially have the chance to explore the pop-up and purchase the fabrics, as well as a special edition of the Biscuiteers x Bridgerton tins.

The official campaign, which Liberty is using on social media globally and the Netflix UK and Bridgerton accounts will amplify through collab posts and stories, stars Hannah Dodd as the collaboration’s muse, wearing a dress created with the fabrics by Central Saint Martins alum and Dior Haute Couture-trained Huishan Zhang.

Meanwhile, the Lush range of Bridgerton bath and skincare products includes a Bridgerton perfume, Two Families Bath Bomb, See and Be Seen Rose-Scented Body Wash, Bee Solid Body Balm, Crème Anglaise Body Lotion and Colour, Clarity, Carat, Cut Bath Bomb.

The launch was supported by a 360 campaign across digital, social, press and influencers, as well as at retail. Lush was also integrated into several Bridgerton events in France, Italy and Spain. In London, there was a pop-up live on Oxford Street, while Lush also hosted spa ‘parties’ in some of its stores using the BTON range.

Maison Ladurée has collaborated with Netflix and Shondaland to create an exclusive collection of macarons and patisseries inspired by Bridgerton, available at selected Ladurée flagships worldwide; while a Ruggable collaboration introduces five styles inspired by the series’ iconic motifs and extravagant settings in celebration for its upcoming season. Available in the US, UK, Netherlands, France and Germany.

Apparel and accessories wise, Primark is featuring a range of items from elegant nightwear to regal tablescaping and stationery, while Tesco has been enjoying success with its 14-piece F&F nightwear collection. To promote the range, Tesco was holding a social competition, giving one lucky winner the chance to win a Bridgerton-inspired luxurious weekend in London, including a stay at The Lanesborough with the Bridgerton afternoon tea experience included.

Other Bridgerton partners include Biscuiteers, Kiko Milano, Asmodee and Z-Man Games.

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