Man power: Lelo reflects on male range success

Posted: September 14, 2016

With plans to further expand its male offering in the near future, Lelo has been reflecting on the launch of its flagship prostate massagers. Hugo, Bruno, and Loki were launched 12 months’ ago, with the aim of bringing male pleasure “out of the shadows”. Although Lelo already had male products in its range, such as the Tor 2 and Billy prostate massager, the company was mostly known for its women’s and couples’ pleasure products. Lelo says it identified that there was not a lack of demand for top quality male products, but a reluctance from brands to produce items to service that demand.

“That’s why the three we launched this time last year, Hugo, Bruno, and Loki, have been so successful,” said Steve Thomson, Lelo CMO. “They were the first to really take male pleasure seriously, and to address directly the demands of an increasingly savvy customer. The proof’s in the numbers: even we were delighted to see the huge demand for Hugo in particular, becoming our second best-selling product overall through the Christmas period. We’d never had a male product so high on the best-sellers list. For it to happen in our peak trading time is just brilliant. And that momentum has never really stopped.”

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