BATH, England – Pleasure products industry veteran Jade Bawa has joined the trade sales team at award-winning U.K. manufacturer and distributor Lovehoney.

Bawa will focus primarily on Europe, Australia and New Zealand, but her responsibilities also include serving the needs of both existing and new clients worldwide. In addition, she will provide day-to-day support for the growing trade team in exploring and expanding new territories.

International Sales Manager Jim Primrose said the team is excited to gain a fresh perspective on account management and looks forward to utilizing Bawa’s extensive experience working within distribution channels and trade shows.

“We are thrilled to welcome Jade to the Lovehoney trade team,” Primrose said. “Her appointment comes just in time for the next Fifty Shades of Grey movie, and we’re sure she’ll hit the ground running at such a busy time.”

Lovehoney is the exclusive licensee for Fifty Shades of Grey branded merchandise. The company expects consumer response to the new movie to equal or perhaps eclipse interest in the adult accessory designs based on the film.

“Jade is very knowledgeable of the industry, and we’re excited to have her onboard to assist with highly anticipated product launches next year,” Primrose said.

Bawa, who moved to Lovehoney from U.K. distributor ABS Holdings, said Lovehoney could be no more happy to have her than she is to join them.

“I have been aware of Lovehoney for some time and am extremely excited to join such a successful and ambitious team,” she said. “I look forward to building Lovehoney’s brands and to getting to know clients across the world.

“Lovehoney is a great business and I have already been made to feel a part of the Lovehoney trade sales team,” she added.

Bawa is based in Bournemouth on the coast in the south of England. She is a self-confessed “shoe-aholic” and currently is brushing up on her French language skills at the prospect of traveling internationally in the new year.

For more information about Lovehoney’s trade division, visit LovehoneyTrade.com.