Exclusive: Lovehoney eyes premium lingerie brands

Lovehoney is scouting for higher-end brands to stock on its website, Lingerie Insight has learned.

The online retailer has previously sold intimate apparel with low- to mid-range price points, but is now looking to expand its consumer offering with premium product.

Apparel category manager Gemma Pestel said: “We’ll be scouting out new brands at the trade shows this season. We don’t know what we’re going to find, but we’re always open to try new things.

“We’re on the lookout for a higher-end brand because we cater very well for the mid-range market and the lower end of the market, but not so much for the higher end, so we’re going to see what’s out there.”

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Lovehoney is best-known for selling sex toys, but it expanded into lingerie two years ago. Intimate apparel now makes up between 20% and 25% of the retailer’s total revenue.

Read the February issue of Lingerie Insight to read an exclusive interview with Lovehoney.

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