Norwegian retailer reports huge success with Darker events

Posted: March 16, 2017

Lovehoney’s trade sales team supported Norwegian retailer Kondomeriet in a series of events last month to introduce new customers to the Official Fifty Shades of Grey Collection of pleasure products. Lovehoney’s in-house videography team created an atmospheric cinematic trailer featuring products from the Fifty Shades Darker range, which was shown in movie theatres all over Norway, and 17,000 Fifty Shades Blindfolds were sent to 50 selected cinemas.

A range of bespoke POS was also developed for Kondomeriet stores, which are located in positions in high footfall areas such as shopping malls and the main High Street in Oslo. 1,500 customers were invited to a privately hired cinema for an exclusive screening of Fifty Shades Darker and a Fifty Shades-themed party, complete with staff donning Fifty Shades Darker Masquerade masks, was also staged at the store.

“The cinemas of Norway were jam-packed with people on the premiere weekend of Fifty Shades Darker,” said Maria K Ebbestad, online editor and press spokesperson for Kondomeriet. “There were high expectations, an amazing atmosphere and the movie did not disappoint. We had so many people come to our event that had not shopped with us before. By working on these kinds of events we are reaching out to many new customers as well. The atmosphere at the events was great and we were happy that Ilona and Neal from Lovehoney came all the way out to party with us.”

Lovehoney trade sales executive Ilona Laboviciute added: “It’s inspiring to hear that Kondemeriet’s exciting events recruited a large number of new customers to experience the new Fifty Shades Darker range. Norway is an exciting market to work with and Norwegians are a massive fan of the Fifty Shades Franchise. This is testament to the fact that this range has opened up pleasure products to a whole new market. We loved working with Kondemeriet and Norway is a fantastic place to visit.”

To discuss Lovehoney’s bespoke POS and event planning, contact