Lovehoney Group, Sugar and Sas Expand Australian Distro Deal

Lovehoney Group, Sugar and Sas Expand Australian Distro Deal

LOS ANGELES — U.K.-based online retailer Lovehoney Group has expanded its distribution deal with Australian adult toy wholesaler Sugar and Sas.

Under the new agreement, Sugar and Sas will hold exclusive distribution rights for the Womanizer and Romp brands in Australia. The company will continue distributing We-Vibe, another Lovehoney Group brand.

"We are thrilled to have appointed Sugar and Sas as our exclusive distributor for Womanizer products in Australia," said Lovehoney Group Oceania account manager Vicki Freind. "Their passion for customer service and expertise in the industry makes them the perfect partner to help us grow this exciting brand." 

Jo Radnidge, general manager at Sugar and Sas, noted that We-Vibe "continues to be a true success story in Australia, so we are thrilled to incorporate Womanizer and Romp into the planning for the Australian market. There are exciting new developments coming and we look forward to working closely with the Lovehoney Group to include the Australian market in the success of these globally leading brands."

Linda Zerella, CEO of Australasian Adult Product Distributors, likewise expressed enthusiasm over her company's continuing relationship with Lovehoney as exclusive distributor for the company's Fifty Shades Of Grey and Happy Rabbit brands.

"We have a great relationship and look forward to the new partnership with WOW Tech," she said.

Lovehoney merged with WOW Tech in August 2021 to form Lovehoney Group, one of the world’s largest sextech suppliers. The merged company's portfolio includes Womanizer, We-Vibe, Desire by Lovehoney, Arcwave, Orctan, Romp, Happy Rabbit, Fifty Shades of Grey and Lovehoney Lingerie.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Onahole Introduces New 'Croissant' Stroker

Pleasure brand Onahole has introduced its new Bread de Ecstasy Croissant stroker.

Full Circle Debuts 'Olia' Bullet Vibe Collection

Full Circle has introduced its new Olia line of bullet vibrators.

Pipedream Names April Lampert Vice President of Business Development

Pipedream Products has appointed April Lampert as its new president of business development for the Americas and APAC regions.

Hankey's Toys Releases 'Boy9' Dildo

The Boy9 dildo from Mr. Hankey's Toys has been unveiled.

Orion Unveils 6 New Styles From 'Noir Handmade' Line

Orion Wholesale has introduced six new styles from its Noir Handmade line.

Womanizer, Museum of Sex Partner for 'Rose' Vibrator, Air Pulse Massager

Womanizer has partnered with Museum of Sex for a limited edition of its Rose vibrator/air pulse massager.

Lovense Launches B2B Website

Lovense has launched its “Lovense Academy” website for wholesalers.

SadoToys, Cruel Reell Team Up for 'RIP Slip' Leather Thong

BDSM pleasure brand SadoToys has joined forces with recently crowned Euro XMAs Fetish Creator of the Year Cruel Reell to release the RIP Slip leather thong.

Adam & Eve Unveils Stroker Inspired by Octopus From Amazon's 'The Boys'

"The Boys" showrunner Eric Kripke has teamed with Adam & Eve on the release of a new stroker based on Ambrosius the Octopus ahead of the Season 2 premiere of Amazon's spinoff series, "Gen V."

Pjur Debuts 'Toy Lube and Cleaner Collection

Pjur has introduced its new Toy personal lubricant and cleaner collection.

Show More