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Lovehoney is a British business that sells sex toys, lingerie and erotic gifts on the Internet. Their tagline is “the sexual happiness people”. In 2014 the company was the focus of a television show entitled Frisky Business, which looked at their day to day operations.[1]


Lovehoney was founded in Bath, Somerset in 2002 by Richard Longhurst (former editor of .net magazine and PC Format) and Neal Slateford (former member of DNA). The company employs 180 people in the area, and is an official UK distributor of Durex products.

In 2009–10 Lovehoney had a turnover of £10.4 million and profits of £1.5 million[2] In 2010-11 it had a turnover of £13.4 million, and in 2011-12 it had a turnover of £16 million.


Lovehoney has over 400 own brand products, including the Lovehoney Sqweel Oral Sex Simulator (the first winner of Lovehoney's Design A Sex Toy competition). Sub-brands owned by Lovehoney include BASIC Sex Toys, Bondage Boutique, Death By Orgasm, Pin Ups, Shag Factory, Swoon, VibraExciter and a range of sex toys developed with Tracey Cox.

Lovehoney Ltd holds the official license to design, manufacture and sell adult pleasure products based on the Fifty Shades of Grey trilogy by E. L. James. This includes the Fifty Shades of Grey Official Pleasure Collection and Fifty Shades of Grey Sensual Care Collection. Lovehoney also hold the official license to design, manufacture and sell adult pleasure products inspired by Bettie Page.


  • 2002 – Lovehoney launched its online store, which operated from Richard Longhurst's bedroom.
  • 2003 – Lovehoney moved into a small warehouse and became a limited company.
  • 2005 – Lovehoney developed its first product, a music-activated vibrator called iBuzz.
  • 2006 – Apple Inc. threatened to sue Lovehoney over the iBuzz.
  • 2007 – Lovehoney launched the world's first sex toy recycling scheme, called Rabbit Amnesty.
  • 2009 – The first Lovehoney Design A Sex Toy Competition is launched and the winner of the competition is Trevor Murphy with the Sqweel Oral Sex Simulator. The Lovehoney Sqweel Oral Sex Simulator is the best selling oral sex simulation sex toy in the world. Lovehoney USA was launched to sell Lovehoney own brand products wholesale to the United States.
  • 2011 – Lovehoney expanded its warehouse and workforce.[2] The company is rebranded, with the cartoon mascot 'Honey' being dropped and the tagline “the sexual happiness people” adopted.
  • 2012 – Lovehoney featured in a Channel 4 documentary titled 'More Sex Please, We're British.[3]
  • 2012 – Lovehoney secures exclusive world rights outside the Americas to design, manufacture and sell adult pleasure products based on the Fifty Shades of Grey trilogy by E. L. James.[4]
  • 2013 - Lovehoney television advertisement is the first ever commercial to say "sex toys" on British television.[5]
  • 2014 - Lovehoney releases television show 'Frisky Business' where viewers get an inside look into the Lovehoney business.[6]

Notes and references[edit]

  1. ^ "Frozen vibrators and gold-plated sex toys – the UK's naughtiest office hits our screens". Western Daily Press. Retrieved 19 October 2014. 
  2. ^ a b "Another good year for Lovehoney". The Bath Chronicle. The Bath Chronicle. 10 March 2011. Retrieved 16 March 2011. 
  3. ^ "More Sex Please, We're British". Channel 4. Channel 4. 28 April 2012. Retrieved 28 April 2012. 
  4. ^ "Rise in demand boosts Lovehoney". Insider Media. Insider Media. 7 January 2013. Retrieved 7 January 2013. 
  5. ^ 'Happy Talk' Lovehoney's Ground-Breaking TV Ad Campaign, retrieved 2015-11-18 
  6. ^ Goldfingle, Gemma. "Lovehoney to turn on viewers with new TV series Frisky Business". RetailWeek. EMAP Publishing Limited. Retrieved 11 November 2015. 
  • "Starting out". Telegraph. Telegraph Media Group. 28 August 2005. Retrieved 21 February 2008. 
  • Hunt, Justin (29 April 2004). "Good vibrations". The Guardian. UK: Guardian News and Media. Retrieved 21 February 2008. 

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