Lovehoney starts US marketing push as it launches Fifty Shades range

The retailer, which acquired the license to sell the products in the Americas earlier this year, launches the products on Monday.

The marketing campaign around the range started this week with nationally syndicated TV show Access Hollywood dedicating eight minutes of airtime to showcasing them. The US product launch comes on the back of Lovehoney’s US expansion. It launched in the market two years ago.

Lovehoney co-founder Neal Slateford said: “Our market share in America is steadily growing and the Fifty Shades Collection represents a fantastic opportunity to introduce the Lovehoney brand to millions of Americans.

“We know how tough it is for Brits to do well in America. Robbie Williams and Oasis prove that you need more than just talent to do well over there.  But we have a brilliant team of American partners and there is already a real buzz about Monday’s launch.”

The US product launch comes on the back of its successful European launch where Lovehoney also holds the license.

Fifty Shades of Grey are being sold through distributors Eldorado, Nalpac and Entrenue in the US.

Lovehoney’s American partner Dean Elliott said “This is an incredible opportunity for American retailers to really make the most of the Fifty Shades of Grey phenomenon. It’s the biggest brand our industry has ever seen.”

The etailer has developed the range in association with the author of the erotic novel EL James.

Slateford said: “We’re thrilled to have worked with E L James to develop the Fifty Shades of Grey Official Pleasure Collection. The trilogy has introduced generations of women to the joys of pleasure products. Now at last they can buy a range that truly reflects the world of Christian Grey and Anastasia Steele.”