Lovehoney Launches New Course at Williams Trading University

Bob Johnson

PENNSAUKEN, N.J. — Lovehoney has launched its latest e-learning course at Williams Trading University, focusing on the “Fifty Shades of Grey” phenomena.

The course is free to adult retailers and available exclusively at Williams Trading Company.

Williams Trading said the “Fifty Shades” franchise has combined to sell more than 70 million copies of the trilogy, and the original book holds the record for the fastest selling book of all time in England and the U.K. Plus, when the motion picture was released it grossed more than $569 million. All of this excitement has combined to make the brand largest erotic brand in the world.

While it was mostly women who went to the theaters to watch movie, and now the DVD, couples are also interested, wanting to learn about the items used in the film. Williams said customers will be coming into a retail store looking specifically for “Fifty Shades” items, and this new e-learning course reinforces ways to keep the awareness of the products.

“This e-learning module teaches adult retailers how to use the power of the ‘Fifty Shades’ brand to increase retail foot traffic, continue ‘bondage in the bedroom’ conversations and learn about the features and benefits of the entire product line,” Erin V., marketing and vendor Liaison said. “ This educational strategy is a unique approach as Lovehoney is taking the lead to help retailers with in store event ideas and product merchandising which ultimately will increase sales.”

In support of this new module, LoveHoney and Williams Trading have created detailed planograms and store display kits that include store signage, shelf-wobblers, badges, and posters that will create excitement and a sense of theater in stores.

“WTU has certified more than 14,000 adult resellers,” Scott D., director of sales and marketing said. “As this award winning program continues to gain traction in the industry we continue to expand the offering of courses to best meet the educational needs of our customers.”

Williams noted that it carries the full “Fifty Shades of Grey” line of pleasure products and is currently offering special buys in this category. Five custom product bundles have been created to give retailers discounts between 50-70 percent off listed wholesale price.

Also available is the recently released novel, “Grey” by EL James.

Customers can login to to access the free online education program exclusive to Williams’s customers. For product ordering and shipping information, contact a Williams Trading sales representative at (800) 423-8587, or visit