Lovehoney Urges Retailers to Prepare for 'Fifty Shades' Sales Rush

BATH, U.K. — Lovehoney are urging retailers to prepare for another “Fifty Shades of Grey”-related sales rush. This, according to a Lovehoney spokesperson, is in response to the trailer for the “Fifty Shades Darker” movie trailer going “instantly viral.”

The “50 Shades Darker” trailer, Lovehoney said, “broke the record for most movie trailer views in 24 hours, amassing an astonishing 114 million in its first day, beating the trailer for ‘Star Wars: The Force Awakens’  by 2 million views.”

Jim Primrose, international sales manager for Lovehoney, said, “Now that the trailer is out, ‘Fifty Shades Darker’ is all people are talking about; it’s a real phenomenon. The movie is being released in time for Valentine’s Day 2017, and we’re ready for busy times ahead with two new ‘Fifty Shades Darker’ ranges.”

Primrose said, “Retailers should prepare themselves as excitement for the movie builds and fans look to buy the official merchandise. Our market research shows that 75 percent of our current customer base would buy a ‘Darker’ range the second it became available; such has been the success of ‘Fifty Shades of Grey.’ We’re forecasting a huge surge in sales as soon as the product is shipped.”

Lovehoney recently commissioned a survey of 1200 Fifty Shades of Grey Official Pleasure Collection customers to analyze the impact of the “Fifty Shades of Grey” movie on their purchasing habits and their excitement about “Fifty Shades Darker.” 

According to Lovehoney, “a massive three-quarters of those questioned tried bondage for the first time after seeing the film, prompting them to search out bondage items to purchase, with spanking paddles being the first thing they buy. Almost half, 49 percent, have become more experimental, and over a quarter, 27 percent, are enjoying sex more. Respondents say their sex lives had improved due to seeing the movie, with 88 percent adopting dominant and submissive roles in their sex play. The most popular bondage activity enjoyed by couples was spanking (at 73 percent), followed by tying each other up (at 72.5 percent), wearing blindfolds (at 72 percent) and roleplay (at 43 percent).”

Lovehoney secured the worldwide license to manufacture official Fifty Shades of Grey Pleasure Products in 2012 and will launch two Fifty Shades Darker ranges — Fifty Shades Darker: The Official Pleasure Collection and Fifty Shades Darker: No Bounds Collection.

Fifty Shades Darker: The Official Pleasure Collection consists of 13 high-quality pleasure products, ranging from luxury rechargeable vibrators to sleek glass and steel toys and three couples’ bondage kits.

The No Bounds Collection comprises ten limited-edition bondage pieces inspired by the “Fifty Shades Darker” story, each handcrafted from top-quality leather and perfect for BDSM beginners as well as experts wanting some sleek new pieces to add to their collections.

Both ranges were created with “Fifty Shades of Grey” author E.L. James, who personally approved every item.

Primrose said, “The demand for Fifty Shades Pleasure Products is absolutely huge, and the people who have already purchased items want more. ‘Fifty Shades of Grey’ continues to be the biggest brand in the industry. Make sure you don’t get left behind.”

For more information about Fifty Shades Darker Pleasure Products, find the trade sales team at Booth #7 at eroFame — to be held Oct. 5-7 — visit the Lovehoney Trade website or contact

For more information on Lovehoney, visit their official website or follow them on Twitter.