LoveHoney, the online retailer/cataloguer of sex toys, is
entering the home-party market with a “six-figure
investment” in lingerie and sex toy party-plan company,
BlueBella.
The move comes as the party-plan model continues to enjoy a
resurgence in popularity. Even during the recession, business was
thriving; last year, celebrity chef Jamie Oliver entered the
market with kitchenware business Jamie at Home, and organic
health and beauty marketer Neal’s Yard Remedies launched a
party-plan business in the UK and across the Atlantic. Further,
Vie at Home, a direct seller of cosmetics, confirms that
“discussions are underway” for its imminent launch in
the US.
For BlueBella, the deal means that it will have exclusive
party-plan access to LoveHoney merchandise. “BlueBella
currently sources sex toys from UK suppliers,” explains
LoveHoney founder Richard Longhurst, “we can immediately
source those products at better margin due to LoveHoney’s
existing relationships.” BlueBella will also benefit from
access to significant new marketing channels on the LoveHoney
mailing list and website.
“BlueBella has grown steadily to date, doubling turnover
year-on-year”, says BlueBella founder Emily Bendell.
“With investment, we shall be able to drive our sales by
investing in strengthened sales management and this year we
expect to quadruple our salesforce.”
For LoveHoney, the investment in BlueBella is another opportunity
for it to broaden its audience. Longhurst is optimistic about the
venture’s success, “BlueBella is superkeen and
enthusiastic. They’ve recruited well and have excellent
expertise.” Testament to this is BlueBella’s hiring of
former Ann Summers party plan director Janet Mudge to drive sales
and recruitment. Allan Bell, who was managing director of The
Body Shop at Home, has been a partner in BlueBella since
2006.
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