Channel 4 viewers will get a glimpse into the day-to-day world of sex toy etailer Lovehoney when a television programme devoted to the retailer airs next month.

The one-hour show, entitled ‘More sex please, we’re British’, will show co-founders Neal Slateford and Richard Longhurst’s attempts to launch the business in the US over five months.

It will also follow the challenge of operating its first high street presence after it bought luxury erotic retailer Coco de Mer in November.

The programme will show the development of its new rabbit sex toy which it plans to launch in conjunction with the screening of the hour-long show on May 8 at 10pm.

Slateford said Lovehoney is bolstering its website to be able to cope for its largest ever spike in traffic when the programme airs.

“Around 1.8m people will be watching at that time. If we even get 10% of those viewers visiting the site, it will be massive,” he added.

Channel 4 said the show will follow members of staff “who know exactly what goes on in the bedrooms of Britain” across the different departments including returns, online sales and customer service and how they balance work and family life.

Slateford said: “In our Lovehoney bubble the day-to-day running of the business is the most normal thing in the world to us and we forget how unusual it is to other people.

“It’s about seeing ordinary people working in a peculiar environment.”