Sometimes these things just write themselves.

Her Majesty the Queen has given an award to the UK’s biggest sex toy company. Lovehoney is the UK’s biggest online adult retailer.

She has given the Queen’s Award for Enterprise to Lovehoney, a firm that makes adult products.

Based in Bath, they are said to have impressed the Queen with their ‘outstanding continuous growth’ over the last six years

Their overseas sales have rocketed since 2015. They have increased from £12 million to an incredible £56 million – that’s a rise of 365%.

This award means Lovehoney can use the Queen’s Award emblem in advertising, marketing and on packaging for five years.

It’s a big deal, as the award is regarded as a symbol of quality and success.


Debbie Bond is Lovehoney’s chief commercial officer. She says: ‘We are thrilled to have received official recognition from the Queen.

‘Her Majesty has been a wonderful supporter of Lovehoney as we have grown into being the world’s leading sexual wellness brand.

‘Royal patronage will help us to create more jobs at our Bath headquarters and in our international offices and spread the sexual happiness message globally.

‘The Queen is the UK’s greatest trade ambassador and royal approval shows again how mainstream shoppers and retail outlets are embracing sexual wellness products as never before and appreciating their importance in improving overall well-being – a particularly important message as we come out of lockdown after a stressful year living with the pandemic.’

The award is ‘the highest accolade for business success’.

Good Reputation

This is the second big war they’ve won, after being given the International Trade accolade five years ago.

Lovehoney founders Richard Longhurst and Neal Slateford joined the Queen and Prince Philip at a garden party at Buckingham Palace at the time.

However, despite their ever-increasing sales, they came from humble beginnings.

The hugely successful company first started from Mr Longhurst’s bedroom.

Fortunately, his dream paid off, and now the company has eight other websites globally including the US, Australia, France, Germany, Spain, EU, Canada and New Zealand.

Success Story

They have a customer base of an incredible 2.2 million people. Lovehoney also employs more than 300 people.

Back in 2013, Lovehoney’s advert was the first-ever commercial to say ‘sex toys’ on British television.

Meanwhile, their worldwide success was helped by winning the official rights to make all Fifty Shades of Grey pleasure products.

Remember Christian Grey? Feels like a lifetime ago.

They have since created several ranges with E. L. James, author of the trilogy. New collections have been planned to celebrate the books’ 10th birthday this year.

Lily Allen recently designed her own toy and talked about the pleasures to be found from them.

Are you surprised by the Queen’s support?

Image via Alamy