Prepare for Darker days ahead, Lovehoney urges retail

Posted: March 23, 2016

Lovehoney is encouraging adult retailers and distributors to prepare for a new wave of Fifty Shades fever, with the release of the Fifty Shades Darker movie scheduled for Valentine’s Day 2017. Filming has begun on the second instalment in the EL James (pictured) trilogy and it is starting to appear on the mainstream media radar. The public will no doubt be drip-fed gossip from the set, sneak peeks of the stars, music choices, and trailers over the coming months.

Lovehoney’s general sales manager, Jim Primrose, said: “Last year, we experienced spikes in sales after each trailer for the first Fifty Shades of Grey movie was released. The demand for official Fifty Shades of Grey pleasure products skyrocketed as the movie, which made $571m worldwide, broke all box office records. We’re expecting the same to happen this year and we have plenty of new products in the pipeline to keep fans satisfied.”

Fifty Shades Darker is rumoured to be even hotter than its prequel. The established cast, which includes Jamie Dornan as Christian and Dakota Johnson as Anastasia, will be joined by Hollywood stars Kim Basinger as Christian Grey’s former lover Elena Lincoln and Eric Johnson as Anastasia’s boss Jack Hyde. Fifty Shades Darker is being directed by James Foley, who is perhaps best known for his work on the Netflix remake of House of Cards.

Retailers interested in stocking the Fifty Shades collections should contact tradeenquiries@lovehoney.co.uk for further information.

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