Lovehoney has re-branded its wholesale arm Omora, as it prepares to gear up for the launch of the Fifty Shades of Grey products, this November.
The company won the license to distribute the official Fifty Shades of Grey accessories collection throughout the world, outside of the US.
The re-branding is designed to help differentiate between the wholesale and retail sides of the Lovehoney business.
Lovehoney, which owns Coco de Mer and BeCheeky.com in addition to its successful lovehoney.com online store, currently runs a wholesale operation in the US, Australia and Europe through which it sells its own brand products.
Lovehoney co-founder Richard Longhurst told Lingerie Insight: “[The wholesale] side of the business we are now giving its own identity and that I can exclusively reveal to you is going to be called Omora. Omora will be the trade side of the business that will, for example, sell the Fifty Shades of Grey products.
“It is all under the Lovehoney umbrella, but we just want to make it clear, let’s say when we are doing trade shows, that people are dealing with Omora and not Lovehoney.”
As well as handling the distribution, Lovehoney will also be manufacturing the Fifty Shades of Grey erotic products, which have been developed in association with author E L James and feature names inspired by passages from the books.
James said: “This range is what I always imagined while I was writing Fifty Shades of Grey… I’m so excited that the toys I described in the books have come to life and can now be enjoyed around the world."
Costing between £10 and £40, the initial range encompasses 20 products, including the ‘Inner Goddess’ Silver Pleasure Balls (£24.99), the ‘You. Are. Mine.’ Metal Handcuffs (£14.99), ‘Submit To Me’ First Time Bondage Kit (£44.99), ‘All Mine’ Deluxe Satin Blackout Mask (£16.99), ‘Sweet Sting’ Riding Crop (£16.99) and ‘Twitchy Palm’ Spanking Paddle (£19.99).
Each product is supplied with a luxurious storage bag and comes with suggestions for use and tips on introducing the items into a relationship.