Just Eat Takeaway.com, the owner of Grubhub, has made a surprising move by partnering with sex toy retailer Lovehoney Group to expand into the sexual wellness sector. The Anglo-Dutch online takeaway delivery firm will now sell some of Lovehoney’s best-selling products, including sex toys from popular brands like Womanizer, We-Vibe, ROMP, and Fifty Shades of Grey.
This unexpected partnership will see Just Eat offering Lovehoney products through its Just Eat brand in the U.K. and Denmark, as well as its Liferando food ordering service in Austria. The company’s shares rose by 2% following the announcement, outperforming the Stoxx 600 index’s 1% gains.
Just Eat’s foray into the sexual wellness sector is part of a broader trend among takeaway apps to diversify their offerings beyond food delivery. With consumers increasingly seeking convenience and a wide range of products, Just Eat and other apps are exploring new product categories like groceries, electronics, and pharmaceuticals.
This partnership marks the first major collaboration between a takeaway delivery company and a sex toy retailer. Just Eat’s executive vice president of sales, Guido Fambach, highlighted the importance of self-care for consumers and expressed excitement about expanding the company’s assortment to include sexual wellness products.
To ensure responsible consumption, Just Eat will implement age restrictions to prevent anyone under 18 from purchasing adult products from Lovehoney. The company’s acquisition of Grubhub in 2020 has further solidified its presence in the U.S. and Canadian markets.
As Just Eat continues to explore new partnerships and expand its product offerings, consumers can expect more convenience and variety in their online shopping experience. The company’s focus on making it easier for customers to access the products they love underscores its commitment to meeting the evolving needs of modern consumers.
