LoveHoney acquires

Posted: April 8, 2011

Ambitious online retailer LoveHoney has acquired the domain name, trademark and customer database of, the online lingerie and swimwear retailer which went into liquidation in March.

The BeCheeky website is now live again – just a week after being purchased.

LoveHoney built its business in the sex toy market but the BeCheeky purchase marks its second move into the lingerie sector, following last year’s six-figure investment in lingerie party planners BlueBella.

“The purchase of will help us reach a more mainstream audience through media outlets currently denied to,” said LoveHoney co-founder Richard Longhurst. “Media nervousness and a general sniffiness towards adult retail has often proved a barrier for BeCheeky will enable us to reach a wider audience with a unique product range backed by Lovehoney’s incredible customer service and effciency.”

He continued: “BeCheeky is known for fun, sexy lingerie that makes women look great and feel even better. We will continue to sell a lot of the brands that have proven popular on BeCheeky and will expand the offering.”