Lovehoney takes Fifty Shades range to America

Posted: April 10, 2013

It has been described as Europe’s fastest-selling adult product launch ever, and now the Fifty Shades of Grey Official Pleasure Collection has been released in America. The range of silver pleasure balls, handcuffs, crops and erotic products inspired by the Fifty Shades of Grey erotic fiction trilogy are being sold through distributors Eldorado, Nalpac and Entrenue.

The range has been developed by UK online retail giant Lovehoney, in association with the trilogy’s author E L James. “I’m delighted to see the authentic Fifty Shades of Grey Official Pleasure Collection finally available in the USA, the home of Ana and Christian,” said E L James. “Americans were the first to succumb to the intensity of their passionate romance, and every item in this luxurious official collection has been specially chosen by me to help fans of the trilogy enjoy the Fifty Shades experience on a whole new level.”

“We’re thrilled to have worked with E L James to develop the Fifty Shades of Grey Official Pleasure Collection,” said Lovehoney co-founder Neal Slateford. “The trilogy has introduced generations of women to the joys of pleasure products. Now at last they can buy a range that truly reflects the world of Christian Grey and Anastasia Steele.”

Lovehoney launched its US operation two years ago and the firm sees the forthcoming FSoG Hollywood movie as a big opportunity to expand across the pond. Slateford said: “It is a really exciting time for Lovehoney. We successfully launched the range in Europe before Christmas while we awaited the decision on the rights for the Americas. We were thrilled to win that contract too earlier this year. Our market share in America is steadily growing and the Fifty Shades Collection represents a fantastic opportunity to introduce the Lovehoney brand to millions of Americans. We know how tough it is for Brits to do well in America. Robbie Williams and Oasis prove that you need more than just talent to do well over there but we have a brilliant team of American partners.”

Lovehoney’s American partner Dean Elliott added: “This is an incredible opportunity for American retailers to really make the most of the Fifty Shades of Grey phenomenon. It’s the biggest brand our industry has ever seen.”