BATH, England — Lovehoney was crowned the U.K.’s Favorite Lingerie Retailer at the U.K. Lingerie Awards, beating out competition from the likes of Agent Provocateur, Debenhams, Tallulah Lingerie and Victoria’s Secret.
According to the company, more than 4,000 votes were cast to determine the winner.
“We are absolutely thrilled to have been named the UK’s Favorite Lingerie Retailer,” Lovehoney Lingerie Designer Heather Mercer said. “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!”
Lovehoney reports that about one third of its sales comes from lingerie. The company also said its lingerie sales are up 47 percent year on year, with growth set to continue. In 2014, Lovehoney launched its own lingerie brand designed for women of all shapes and sizes go from 6-24.
After one year, the company says Lovehoney Lingerie is now the best-selling lingerie brand on Lovehoney's website. 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.
“We're especially excited to win this award because it was voted for by the public,” Lovehoney Lingerie Category Manager Gemma Pestel, said. “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 — watch this space!”
Lovehoney says it is anticipating lingerie sales to peak in the two weeks prior to Valentine’s Day.