On May 19, 2020, a “Just Eat” sign was hung at the door of a pizza takeaway shop in Fleet, England.
Alex Burstow | Getty Images
Grubhub owner Only takeout website It said on Thursday it had partnered with sex toy retailer Lovehoney Group in an unexpected expansion into so-called sexual wellness.
The Anglo-Dutch online delivery company said it will sell some of Lovehoney’s best-selling products, including its popular Womanizer, We-Vibe-ROMP and Fifty Shades of Gray lines of sex toys.
The product will be available through the company’s Just Eat brand in the UK and Denmark and its Liferando food subscription service in Austria.
Just Eat Takeaway.com shares rose 2% on Thursday, outperforming pan-European stocks Stoke 600 The index rose 1%. The company’s shares have fallen about 1% in the past six months amid a broader decline in food delivery stocks.
Just Eat and other food delivery apps have been looking to expand beyond their core food business into other product segments such as groceries, electronics and pharmaceuticals.
They have long talked about expanding their services to offer fast delivery of any product type in a similar way to Amazon, where consumers can now buy a variety of products online and have them delivered in as little as a day.
However, this is the first big-name collaboration between a delivery company and a sex toy retailer.
“Self-care is becoming increasingly important to consumers, and we are excited to serve our customers by expanding our product categories,” Guido Fambach, executive vice president of sales at Just Eat Takeaway.com, said in a statement Thursday.
“Going forward, we will continue to focus on partnerships that make it easier for our consumers to seamlessly integrate the products they know and love into their daily lives,” he added.
To ensure children and teenagers do not have access to adult products, Just Eat said it will implement age restrictions to ensure those under 18 cannot purchase Love Honey’s products.
Just Eat acquired Grubhub in June 2020, expanding the company’s business from Europe to the United States and Canada.
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