According to the sex toy company, it fought off stiff competition from Bondara, sextoys.co.uk, Ann Summers and Uberkinky.
The Lovehoney team attended the event, where it picked up the coveted award, which was voted for by members of the adult trade industry.
Lovehoney’s sex toy buyer Flavie Polaine says that it was “an honor to be named ‘Online Retailer of the Year.’”
“We’re immensely proud of Lovehoney’s recent successes and we’re flattered that ETO and its readers have recognized them as well,” Polaine adds. “The last year has been a very exciting one.”
Polaine notes that Lovehoney has gone from strength to strength in recent years, thanks to its acquisition of major mainstream brand licenses such as “Fifty Shades of Grey,” and Motörhead, and its participation in fly-on-the-wall TV series “The Joy of Sex Toys.”
The award ceremony took place during The 2016 ETO Show in Birmingham, known as the U.K.’s premier, trade-only event for the erotic market.