Bluebellgray

What Bluebellgray does

Bluebellgray is a Scottish homeware and lifestyle brand founded in 2009 and headquartered in Glasgow, UK, that designs and sells colorful textiles, fabrics, wallpaper, tableware, and home accessories featuring hand-painted prints created by founder Fi Douglas. The product portfolio spans bedding (duvet covers, fitted sheets), fabrics sold by the meter, ready-made curtains, cushions, mugs, tableware (including the Atlantic Collection), wallpaper, wall art, original paintings, outdoor blankets, soaps, table linen, MT Tape washi tape, and a vintage category. The brand operates a sub-brand called Wee Blue Bell, with a dedicated storefront at weebluebell.com, targeting the children's homeware segment with playful bedding, cushions, and craft fabrics.

The company's business model is direct-to-consumer e-commerce through its Shopify-hosted website, with international shipping to the UK and US and USD pricing. Revenue is generated through unit-based one-time purchases of physical goods, with prices ranging from $3 craft fabrics to $305 wallpaper murals. Marketing is primarily driven through newsletter subscription and email, with third-party manufacturing partnerships (Ashley Wilde for velvet cushions, Rosie Sugden for cashmere, MT Tape for washi tape) and a co-branded collaboration with Isle of Harris Distillery for wearables and outdoor blankets. The company reports 11-50 employees, is privately held with no disclosed funding, and emphasizes plastic-free packaging and Scottish design heritage as differentiators.

Name

Bluebellgray

Legal name

Bluebellgray

Website

https://bluebellgray.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Bluebellgray is a Glasgow-based Scottish homeware and lifestyle brand founded in 2009 that designs and sells direct-to-consumer colorful textiles, fabrics, bedding, tableware, wallpaper, and accessories featuring hand-painted prints by founder Fi Douglas, including the Wee Blue Bell kids sub-brand.

Ownership category

akta.pro rank

Product category

Home Textiles & Decor

NAICS

Curtain and Linen Mills (31412), Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL)

akta.pro secondary industry

Curtains & Drapery Panels Retail (Textile Window Coverings) (CRAIALAD)

Keywords

• Home textiles
• Designer wallpaper
• Printed fabrics
• Home decor
• Ceramic tableware

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for physical home goods and lifestyle products including bedding, tableware, fabrics, wall art, and kids items. Products are sold at fixed retail prices with seasonal sale events.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Bluebellgray designs and sells colourful homeware, textiles, fabrics, wallpaper, and accessories featuring hand-painted painterly prints. The brand sells duvet covers, tableware, cushions, curtains, fabrics by the meter, wallpaper, wall art, and enamelware directly to consumers through its own e-commerce website. A Wee Blue Bell sub-brand extends the same design language to children's bedding and accessories.

Product overview

Bluebellgray is a Scottish homeware and lifestyle brand designed by Fi Douglas, offering a cohesive portfolio of hand-painted fabric designs and coordinating home products. The core offering centers on distinctive floral and abstract fabric patterns (Fabrics collection) that extend across multiple product categories including Bedding (duvet covers, fitted sheets), Tableware (mugs, plates, bowls), Curtains, Cushions, Wallpaper, Wall Art, and Enamelware. The brand operates a sub-brand called Wee Blue Bell targeting the children's market with playful bedding and accessories. Complementary categories include Oil Cloth Fabric, Craft Fabric, Outdoor Blankets, Soaps, Table Linen, MT Tape (washi tape), Original Paintings, and Throws. The company emphasizes plastic-free packaging and Scottish design origin, with products available through direct-to-consumer e-commerce with various payment options including Klarna, Shop Pay, Apple Pay, and Google Pay.

Differentiator

Problem solved

Functional benefit

Brands

• Wee Blue Bell: A fun new kids brand offering children's bedding, cushions, and craft fabrics.

Products and services

• Bedding Duvet cover sets and fitted sheets featuring hand-painted floral and abstract designs, including Lochaber, Botanical, Tetbury, Sunday Stripe, Abstract, Cherry Blossom, Flora, Woodbridge, and Daisy Embroidery collections. Designed for consumers seeking design-led bedroom décor.
• Fabrics by the Meter Floral and abstract hand-painted fabric designs sold by the meter, including Woodbridge, Petite Flora, Grande Flora, Berry Gingham, Abstract, Anya, Bluebells, Botanical, Eriskay, and Fields patterns. For crafters, upholsterers, and home sewers.
• Tableware Ceramic tableware including plates, bowls, mugs, and serving pieces. Atlantic and Florrie collections are available, plus Berneray and Oban mugs. For consumers seeking coordinated colourful dining décor.
• Mugs Printed mugs in 350ml capacity featuring floral, striped, and abstract designs, including Flora, Oban, Berneray, Paintmarks, Flowers, Vegetable Patch, Pedro, Palette, Isolation Garden, Bluebells, Market Stripe, Mimosa, and Gingham patterns.
• Cushions Printed, velvet, silk, and Ikat cushions in various sizes, including Grande Flora, Flora Ecru, Berry Gingham, Sunday Stripe, Eriskay, Isolation Garden Ombre, Teal Butterfly, St Ives, and Ashley Wilde collaborations.
• Curtains Ready-made eyelet curtains featuring Tobermory, Isolation Garden, and Taransay hand-painted designs.
• Wallpaper Floral and abstract wallpaper designs including Woodbridge, Anya, Big Rothesay, Blue Skies Mural, Bluebell Woods Mural, Bunch of Bluebells, Botanical, Colourist, Florrie Mural, and Frankie Mural. Murals priced from $155 to $305.
• Wall Art Art prints featuring botanical and floral subjects including Daffodil, Cosmos, Purple Geranium, Forget Me Not, Cornflower, Pink Daisies, Dahlia, Sweet Pea, Peony, Red Poppy, Verbena, 100 Flowers, and 100 Colours.
• Enamelware Colorful enamel kitchenware including bowls, colanders, jugs, tumblers, serving platters, canisters, candle holders, teapots, saucepans, serving bowls, and bread trays in pastel blue, pink lilac, pea, apricot, banana, strawberry, sky blue, pale mint, and cranberry colors.
• Oil Cloth Fabric Printed oil cloth fabric for table coverings and craft projects including Painted Tartan, Tobermory, Flora, Strawberry Jam, Secret Garden, Picnic, Patchwork, and Christmas Eve Magic designs.
• Craft Fabric Fat quarter bundles and individual craft fabric pieces featuring Vegetable Patch, Flower Market, Under the Sea, Seahorses, Sharks, Starfish, and Rockpool designs. Priced from $3-5 per piece.
• Soaps Hand soaps including Liquid Soap in Verbena, Rose, Wild Swim, Green Fig, Cutting Garden, Fresh Linen, and Lavender (500ml and 1L sizes), plus Soap Bars in Lemon Grove, Rose Arbour, Wild Swim, Green Fig, and Cutting Garden scents.
• Table Linen Table linen including napkins, table runners, table cloths, and placemats. Includes Candy Stripe, Falala (Wreath), and seasonal collections.
• MT Tape (Washi Tape) Decorative washi tape and craft sheets featuring Rothesay, Muralla, Zinnia, Pedro, Woodland Walk, Summer, 100th Anniversary, Anya, Archie, Corran, Valencia, and Casa Fleece patterns.
• Outdoor Blankets Durable outdoor blankets for picnics and outdoor living, including Sunshine (Eriskay and Isolation Garden patterns), Isle of Harris Distillery collaboration, and Wee Blue Bell Family Outdoor Blanket.
• Throws Throws and quilts including Fluffy Check Throw in Teal Pink and Sea Blue colorways.
• Original Paintings Original abstract paintings by Fi Douglas featuring Scottish highland and coastal locations including Achmelvich, Linnhe, Brora, Melvich, Embo, Calgary, Big Sand, Gigha, Fresgoe, Murkle, Murra, and Rose series.
• Wee Blue Bell (Kids Sub-brand) Kids-focused sub-brand featuring colorful bedding, cushions, fitted sheets, oil cloths, outdoor blankets, and craft fabrics with playful whimsical designs including Secret Garden, Love You, Ladybird, Garden Explorer, and various cushion designs. Targets parents and gift buyers.
• Atlantic Tableware Collection New tableware collection featuring dinner plates, side plates, pasta bowls, mugs, cereal bowls, nibble bowls, serving bowls, and jugs with a fresh aquatic-inspired design.
• Bluebellgray x Isle of Harris Wearables Collaboration Co-branded lambswool beanies, lightweight scarves, and outdoor blankets combining Bluebellgray's colorful designs with Harris Tweed craftsmanship from the Isle of Harris Distillery.
• Seaglass Drinkware Glass tumbler and hi-ball set featuring seaglass-inspired translucent styling.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Isle of HarriscoreStrategic or Co-development PartnerCollaboration on exclusive outdoor blankets, lambswool beanies, and lightweight scarves. The partnership combines Bluebellgray's colorful designs with Harris Tweed craftsmanship from the Isle of Harris.
• Rosie SugdenminorStrategic or Co-development PartnerCollaboration on cashmere beanies and baby bonnets for the Wee Blue Bell kids brand. Features colorful Bluebellgray patterns on premium cashmere.
• MT TapeminorGTM or Marketing PartnerCollaboration on washi masking tapes and decorative craft sheets featuring Bluebellgray patterns. Includes both individual tape designs and anniversary sets.

Recent moves6 records

Expansion highlights5 records

Emerging players

• Toast: Independent UK lifestyle and home brand offering printed textiles, ceramics, and homeware with a craft-led aesthetic. Comparable in founder/independent positioning and design-led premium positioning.
• Anorak: Independent UK designer brand focused on printed kids and home textiles with hand-illustrated patterns. Closest like-for-like to Bluebellgray's Wee Blue Bell kids sub-brand in category, customer, and design-led approach.

Direct peers

• House of Hackney: British maximalist designer homeware brand selling printed fabrics, wallpaper, bedding, and home accessories DTC. Comparable in print-led aesthetic, premium price positioning, and category breadth across soft furnishings and wallpaper.
• Sophie Allport: British designer home textiles brand selling fabrics, tableware, kitchen linens, and seasonal collections DTC. Very comparable in product mix (printed fabrics, table linen, cushions) and target customer.
• Pip Studio: Dutch designer homeware brand selling colorful printed bedding, tableware, cushions, and bath textiles. Comparable in painterly floral aesthetic, breadth of home categories, and international DTC distribution.
• Emma Bridgewater: UK founder-led designer homeware brand known for hand-decorated pottery, tableware, and textiles. Comparable in DTC model, founder-driven design DNA, and premium handmade positioning.
• Cath Kidston: UK heritage designer homeware and lifestyle brand built around distinctive floral/painterly prints, sold DTC and through concessions. Closest like-for-like peer to Bluebellgray in aesthetic, category mix, and customer profile.

Broad incumbents

• Laura Ashley: Iconic heritage British floral/printed homeware brand operating at significantly larger scale across bedding, curtains, wallpaper, and accessories. Sits in the same floral-print home aesthetic category but with much broader distribution.
• Joules: Established British lifestyle brand with a meaningful homeware category (cushions, bedding, tableware) alongside apparel. Comparable in colorful British design aesthetic and DTC-plus-wholesale model.
• Dunelm: UK's largest homewares retailer with extensive bedding, curtain, cushion, and wallpaper ranges. Represents the mass-market price tier that Bluebellgray competes against for share of consumer home-decor wallet.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bluebellgray