British Public Names Lovehoney U.K.’s Favorite Lingerie Retailer

BATH, England—Despite prominently being known for sex toys, Lovehoney this week was voted Favorite Lingerie Retailer at the U.K. Lingerie Awards, voted on by the British public. Lovehoney beat off stiff competition from the likes of Agent Provocateur, Debenhams, Tallulah Lingerie and Victoria’s Secret, and more than 4,000 votes were cast to determine the winner. “We are absolutely thrilled to have been named the U.K.’s Favourite Lingerie Retailer,” said   Lovehoney’s lingerie designer Heather Mercer. “Even though Lovehoney has not always been known for lingerie, this is all changing, and with the launch of our own lingerie brand, Lovehoney Lingerie, there are exciting things to come!” Around a third of Lovehoney's sales come from lingerie. In the past year, the retailer's lingerie department has been booming, thanks to a growing selection of styles and sizes. Lovehoney's basques, babydolls and bras have caught the attention of women across the country, with most items receiving top marks by independent reviewers. Lingerie sales are up 47 percent year on year, with growth set to continue.  In 2014, Lovehoney launched its own lingerie brand and, one year on, Lovehoney Lingerie is now the best-selling lingerie brand on Lovehoney's website. It has been designed for women of all shapes and sizes go from 6-24.  Sales have been boosted with successful celebrity endorsements from MTV stars Chloe Goodman from Ex On The Beach and Marnie Simpson from Geordie Shore. In December, Lovehoney also launched LHM, its first, own-brand range of male underwear.  Lovehoney’s Lingerie Category Manager Gemma Pestel, said: “We're especially excited to win this award because it was voted for by the public. Lovehoney's customers are fantastic and we're so pleased that they're responding to our investment in Lovehoney Lingerie and third party brands. We've got some big plans for 2016!” For more information, visit Lovehoney.com.