As the highly anticipated Netflix series Bridgerton unveiled the second-half of its latest season on Thursday, lifestyle brands have ridden the Bridgerton wave with collaborations across fragrance, home decor, sleepwear and beauty products, exceeding sales expectations amid social media buzz and high demand for Regency era-themed experiences."Bridgerton" Season 3 - Part Two at Odeon Luxe Leicester Square on June 12, 2024 in London, England.
Williams Sonoma, a luxury home decor retailer, released its Bridgerton collection in December—including tableware, teacups and desserts—which"continued to drive sales, buzz, and new customer acquisition," and was"extremely impactful," said CEO Laura Alber during the two most recent earnings calls. Primark, a Dublin-based fashion retailer, debuted a Bridgerton collection in May—featuring sleepwear, dining sets, and stationery—which was"a big hit" among US shoppers, selling out within the first few weeks, according to Sarah Jackson, the company’s global director of licensing.Lush, a UK-based skincare and cosmetics retailer, saw a 25% uplift in monthly subscribers for a product line since its launch of a Bridgerton-themed edition in May, with 20% of sales coming from new customers.
Biscuiteers, a British cookie company, said its Bridgerton collaboration product was the third most visited page on its website in May and June—which peaked on Thursday when part two of the Netflix series was released—resulting in a total reach of 7.3 million on Instagram.