Home / Entertainment / Fifty Shades of Grey helps sex toy retailer Lovehoney whip up 50% sales surge

Fifty Shades of Grey helps sex toy retailer Lovehoney whip up 50% sales surge

Online sex toy retailer, Lovehoney has seen sales revenue surge by over 50 per cent thanks to the popularity of its Fifty Shades of Grey branded line.

In its results for the year ending March 31 2015, turnover has soared to £43.4 million from the £28.3 million accrued in 2013/14.

Meanwhile, the firm’s officially branded line based on the best selling book series and box office hit Fifty Shades of Grey has whipped overseas sales up a storm, having almost trebled from £4.5 million to £12 million this year.

The company continued to capitalise on the success of the Fifty Shades of Grey licence, with officially branded products including the Red Room, Playroom and Weekend collections, developed with the book’s author, E.L. James.

The success however, isn’t all owing to the movie and September 2015 saw Lovehoney release a new range of Motörhead branded sex toys endorsed by the band’s lead singer Lemmy.

The retailer said that the range had been a ‘global hit’ and would help drive sales in the run-up to Christmas.

Elsewhere, the firm also credits is surge in sales to increased investment in TV advertising and website enhancements, allowing consumers to shop easier via mobile devices.

A third of the retailer’s sales have also been cited as those of its own branded lingerie, Lovehoney Lingerie, launched last year.

“We have enjoyed another record year – growing market share and attracting a significant number of new shoppers as the switch from high street to online gathers pace,” ovehoney co-founder, Neal Slateford told InsiderMedia.

“The continued international success of the Fifty Shades of Grey brand has helped to fuel international growth and we have made a number of structural changes to ensure the surge in sales is sustained.

“Growth has been fuelled too by the increasing acceptance of sex toys as a great way to improve sexual happiness.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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