Lingerie drives record trading day at Lovehoney with sales up 35%

Lovehoney co-owners Richard Longhurst (L) and Neal Slateford (R).

Lingerie sales helped Lovehoney to achieve the busiest day in its 15-year history on Black Friday, with sales up 35% on 2016.

The online retailer took more than 15,000 orders internationally on a single day for the first time.

And the firm is expecting another sales surge today – Cyber Monday – with discounts of up to 50% on offer.

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The news follows Lovehoney’s announcement that body positive model Ashley Alexiss is the new global brand ambassador for Lovehoney Lingerie.

Alexiss has posed in shots for the luxurious new lines, Moonlight and Elixir.

Ashley Alexiss models Lovehoney's Moonlight basque set.

Ashley Alexiss models Lovehoney’s Moonlight basque set.

Black Friday was so busy that owners Richard Longhurst and Neal Slateford joined staff in the warehouse packing orders.

Longhurst said: “Black Friday was Lovehoney’s busiest day ever and lingerie sales proved to be particularly popular.

“Over 10,000 orders were dispatched on Friday in the UK warehouse alone with the rest coming from our international teams, particularly in America and Australia.

“It is a phenomenal start to the Christmas surge and shows why Cyber Monday has become such a key date in the retail calendar,” he added.

“Some retailers feel that Cyber Monday is an unnecessary distraction – being forced to offering discounts at the busiest time of the year.

“We feel it creates a buzz just as everyone is getting excited about Christmas. It is one American import which is very welcome in the UK. Shoppers come to Lovehoney for a bargain and then stay for a fantastic sex life,” Longhurst continued.

“The huge increase in sales suggests that Christmas should be another record-breaker for Lovehoney and this all bodes well for the economy as a whole and jobs in Bath.”

Earlier this month, Lovehoney posted a 76% rise in pre-tax profits to £9 million for 2016-17 with sales up 31% from £58 million to £76 million.

The retailer has handled more than 10 million orders since starting in 2002.

Turnover at Lovehoney five years ago was £16 million and the record growth since then has partly been driven by the ‘Fifty Shades effect’.

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