SOUTH MELBOURNE, Australia – British sex toy manufacturer Lovehoney appears determined to conquer the world’s erogenous zones one territory at a time.
The latest evidence arises from an initiative the company has undertaken with Australian distributor Calvista. Using the trendy tokidoki X Lovehoney collection as a launching pad, the two companies are working with brick-and-mortar retailers to encourage window-shopping.
Yes, window shopping. In sex stores. In Australia and New Zealand. Just imagine the uproar from American conservatives were the very idea suggested in the U.S.!
Nevertheless, the program reportedly is working well Down Under for the intrepid pleasure products partners. Sexy Secrets, a quaint, elegant boutique in South Melbourne’s cosmopolitan Clarendon Street, served as the guinea pig, and the shop’s staff already are hailing an uptick in foot traffic among the coveted 18- to 25-years-old demographic.
According to International Sales Manager Jim Primrose, the Lovehoney trade sales team has committed to a robust sales and marketing drive in the southern hemisphere this year, and the growing relationship with Calvista is an integral part of the plan.
“It’s fantastic to see supplier, distributor and retailer all pull together to create something fresh and exciting,” Primrose said. “In Calvista and Sexy Secrets we have two industry experts with a collective 65 years of experience between them coming together to create something new. It’s been a pleasure to work with them. Window displays are the perfect way to bring in new customers.”
Calvista General Manager Roger Sheldon-Collins is equally enthusiastic about the collaboration.
“tokidoki X Lovehoney is a wonderful way to launch our windows display initiative,” he said. “Lovehoney have proven results in bespoke visual merchandising in the UK. They demonstrate how the right display can increase foot traffic into stores, create conversations and increase conversion.
“It’s been a delight to work with the international team at Lovehoney,” he continued. “We’re sure the pops of color and unique products [in the windows] will have people queuing up around the block.”
Lovehoney’s Jade Bawa said she’d be delighted to discuss customized visual merchandizing options with other retailers. For information, email her at jade.bawa@lovehoney.co.uk.
