Could you detail for me the inspiration behind the founding of LELO? And are there any significant milestones or turning points that have shaped the company’s direction?
LELO was founded in 2003, in Stockholm. So we celebrated 21 this year. So that’s in itself a milestone for a sexual wellness company. We are the pioneer of design, of engineering and the first luxury sex toy brand. The founders collided at the right place and time, with the right idea, that would eventually reshape and transcend an entire industry.
What keeps me with the brand always is that we really are heritage and we sit with the premium and luxury scale. The industry has changed so much. And yes, we’ve got competition now, but nothing will compare to what we’ve done and what we have curated from the beginning.
Could you discuss any sort of key technological innovations that you’ve introduced to the market, and how do these advancements enhance the user experience and satisfaction?
What sets us apart from other brands in the market is that, we have our own research and development, and we have our own technology manufacturing house. We don’t do any private labelling with anybody and we don’t do anything private label as well. So everything is designed, engineered, patented within our own technological house. Our products also have a 10-year guarantee.
What kind of feedback have you received from your products, whether from hotel guests or customer testimonials?
We have five stars, or between four and five stars from marketplaces to B2C, to all of our B2B partners, which are predominantly lifestyle and beauty. The reviews are very good reviews.
The hotel guests that see that they have LELO in their rooms are also very excited when it’s there. They know that they’ve got a quality product. It’s really good to give as a gift, or any kind of hotel kit. We can also provide any bespoke kit for the hotel as well. We’ve won multiple awards for design. So if you go on to each product, you’ll see what we’ve won. We have a whole wall in the office of around 250 awards of what we’ve won, from anywhere from the engineering to the design, generally design awards. If it’s anything less than the high ratings, we always make sure that we’re managing our reputation and the brand reputation to make sure that the customer journey is really good with LELO.
Consumers are incredibly educated now, so they know what they’re getting, especially during COVID. They really educated themselves on this category. So, we also are very mindful that we’re not fooling anybody. We need to always make sure that our game is the strongest, our packaging is the strongest, our narrative is the strongest, warranties, guarantees that the customer is getting the best possible out of our brand.
How do you see the demand for sexual wellness products in the hospitality industry evolving in the next few years?
I think that the category is definitely here to stay – it’s not a category that’s going to leave us now. I would say it’s just as fixed as cosmetics, body products and electrical tools. Spicy hotel experiences are not new, but hotel guests are always excited to see LELO offerings in their rooms. Outside of today’s landscape and geopolitical situations, there are still people that will invest in their wellness.
I believe that companies like grocery delivery and hotels is where I see the category going because they’re spontaneous purchases. It’s where I see the business trending because people want it then and there.
When I came on board six years ago with LELO, I told them “in five years, I see LELO next to Olaplex and Revlon”. And it did just that, because it belongs right next to all these. Why wouldn’t it be with supplements, hair shampoo, makeup? It should all just be in the same category as wellness and beauty. I think it’s just something that’s part of our daily routine. It’s part of that trifecta of wellness; mental health, physical health and sexual health. The three for all humanity is so important. If the three are in harmony, it makes for a really healthy lifestyle.
Can you share any up products or innovations that LELO is working on?
We have the fourth launch within our Enigma range coming soon. We can’t wait for it to be released and to share it with the world and hotel industry! Please reach out and contact us if you would like any exclusive insights or products.
