Sex toy and lingerie etailer is gunning for a more mainstream audience after acquiring liquidated underwear etailer

LoveHoney chief executive Richard Longhurst said: “Lingerie will become more important for us over the next few years. It will open up a mainstream audience and show it’s OK to buy stuff from our sites.”

LoveHoney aims to more than double turnover at the defunct etailer to £1m in its first year of ownership. BeCheeky reported sales of £450,000 in its last financial year.

The sex toy retailer grew its own turnover by 35% in its last financial year to £13.5m, with lingerie contributing £2.3m of sales.

LoveHoney snapped up the domain name last week after BeCheeky went into liquidation.

Longhurst said the acquisition allowed the retailer to grow its lingerie offer and “get new brands on board” as some lingerie brands “understandably” did not want their products to be shown alongside sex toys on

The two sites will remain separate, but there will be some cross promotion across both sites.

The sex toy specialist did not acquire any BeCheeky stock but is offering customers who had unfulfilled orders with the liquidated etailer a replacement with alternative product or a refund.