Lovehoney buys

The UK’s largest online adult retailer, Lovehoney Ltd, has relaunched, a week after buying the site out of liquidation.

Lovehoney acquired the domain name, trademark and customer database of lingerie website, which was facing liquidation following the website’s poor financial performance over the past two years.

The move from Lovehoney follows a six-figure investment last year in the independent lingerie and party plan company BlueBella, suggesting the company is looking to further establish itself in the lingerie sector.

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Lovehoney co-founder Richard Longhurst said: “The purchase of will help us reach a more mainstream audience through media outlets currently denied to

“Media nervousness and a general sniffiness towards adult retail has often proved a barrier for BeCheeky will enable us to reach a wider audience with a unique product range backed by Lovehoney’s incredible customer service and effciency.”

BeCheeky will sell fun and sexy lingerie, swimwear and costumes, featuring lines currently sold by, including Leg Avenue, Lola Luna, Music Legs and BlueBella.

Longhurst added: “Becheeky is known for fun, sexy lingerie that makes women look great and feel even better. We will continue to sell a lot of the brands that have proven popular on BeCheeky and will expand the offering.

“Customers will also benefit from the award winning customer service, no quibbles return policy and free delivery service they currently receive from Lovehoney, but with the variety and breadth of BeCheeky’s lingerie range.”



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