After six successful years of running a sex toy company, Queen Elizabeth II of England has honoured the biggest sex toy company in the United Kingdom, Lovehoney, with an ‘Award for Enterprise’.

Lovehoney whose overseas sales grew by 365 per cent to £56m from £12m in 2015 bagged the royal accolade for ‘outstanding continuous growth’.

According to News.com.au, the adult sex toy store bagged worldwide licence to make and sell Fifty Shades of Grey products based on the hit 2011 erotic novel and 2015 movie adaptation.

The Chief Commercial Officer, Lovehoney, Debbie Bond, said, “We are thrilled to have received official recognition from the Queen. Her Majesty has been a wonderful supporter of Lovehoney as we have grown into being the world’s leading sexual wellness brand.

“Royal patronage will help us to create more jobs at our Bath headquarters and in our international offices and spread the sexual happiness message globally. The Queen is the UK’s greatest trade ambassador and royal approval shows, again, how mainstream shoppers and retail outlets are embracing sexual wellness products as never before and appreciating their importance in improving overall well-being – a particularly important message as we come out of lockdown after a stressful year living with the pandemic.”

Lovehoney boasts of 2.2 million customers and 300 people staff with websites in countries including the US, Canada, Australia and New Zealand, plus EU countries including France, Germany and Spain.

As a result, Lovehoney can use the Queen’s Award emblem in advertising for five years.

Reports revealed that Lovehoney is not a first-timer to royal recognition. In 2015, according to the Daily Express, the company also won the Queen’s blessing for boosting British exports, after which Lovehoney founders Richard Longhurst and Neal Slateford celebrated with Queen Elizabeth II and Prince Philip at Buckingham Palace.