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LoveHoney moves into America

LoveHoney founders Richard Longhurst and Neal Slateford have launched a new US venture, LoveHoney LLC, with Dean Elliot, founder of the Sliquid lubricant company, which will see LoveHoney’s own range of products sold into the American market.

“We couldn’t be more excited about the opportunity to bring our products to retailers in the US,” said Longhurst. “We have every reason to expect they will perform as well for US retailers as they have for us in the UK.”

“To be part of the LoveHoney family is an honour,” said Elliott. “LoveHoney has a strong track record in the UK of creating unique, versatile and powerfully branded products. I’m delighted to help launch these great brands in the US.”

The first product launched into the US by the new venture will be the Sqweel, the unique ten-tongued oral sex simulator which was the winning entry in a LoveHoney Design A Sex Toy competition.

“Sqweel is the perfect example of the products that LoveHoney will bring to the US,” added Elliott. “It’s a unique, new style of toy that gives retail customers a genuine reason to buy. It expands the market rather than cannibalizing sales with another me-too vibrator.”

LoveHoney has plans to take its existing brand portfolio, including the Tracey Cox line of toys, accessories and lubes, to the US, and it is also looking to launch several other new brands through 2010 and beyond.