Britiain’s biggest online sex toy retailer Lovehoney launched its debut lingerie range this week. Here, apparel category manager Gemma Pestel talks exclusively to Sarah Blackman about the erotic line, Lovehoney’s reason for enlisting Big Brother’s Chloe Goodman as the face of the collection and the next steps for Lovehoney lingerie.
Why did you decide to expand into lingerie after 13 years in the sex toy business?
Lingerie has always been a part of Love Honey, but we’ve concentrated mostly on sex toys before. We created an online trading team about two years ago and since then we’ve been able to focus more on lingerie, and we just thought the time was right to expand our own brand. We wanted to offer all the things that customers expect from the toys, but for lingerie, so good quality, great delivery and good price points.
Was the decision also driven by customer demand for a Lovehoney lingerie line?
Yes. We have a forum where are customers can interact with one another, talk and ask questions and we’ve had quite a lot of people interested in us offering lingerie. So we started in September with our core stuff, which was made up of knickers and bodystockings, and stockings for hosiery, and since then we’ve been expanding into full lingerie sets.
Please talk me through the collection.
We started off with lots of lace and some really nice cage-back knickers – erotic lingerie really. Then in November we expanded into full lingerie sets, and that included the Covet Me mesh, the Spoil Me satin and the Love Me lace collections, which are made up of soft cups, basic chemises and babydolls.
How have your customers resonded to your collection so far?
The reaction has been fantastic actually. It’s going to be our best-selling lingerie brand in a couple of months, which is pretty good going considering that we do so much work with other people. We’ve had lots of people say they’d like to see us do more, and we do plan to do more. We plan to launch a line of tights, for example. We do a lot of plus size lingerie as well – most of what we have is available in plus size and we’re looking to expand on that.
Will you be offering any cup size lingerie in the future?
It’s a possibility. It’s something we’d like to look into and we are looking into. At the moment we do best with the chemises and the bedroom lingerie, rather the everyday styles.
Why did you choose to enlist Big Brother star Chloe Goodman as the face of your lingerie brand?
We try and use natural models as much as possible and that’s why Chloe Goodman appealed to us – because she has a natural shape.