Sex toy etailer Lovehoney has hailed the 'Fifty Shades effect' after being nominated for a top award.
The Bath-based firm will be battling with household brands like Ocado for the Best Large Pure-play Etailer at the PayPal Etail Awards in June.
Lovehoney founder Richard Longhurst said the nomination showed how reputable sex brands had been embraced by the mainstream as a result of the huge success of Fifty Shades of Grey.
He said: "This is a real recognition of just how far we have come in the last few years.
"To be nominated alongside brands like Ocado shows just how much the retail landscape has changed. Enjoying sex toys has become very much apart of the mainstream - and brands like ours can now sit very easily alongside household names like Ocado.
"I think that is down to the Fifty Shades effect. The phenomenal success of the book has made everyone in Britain grow up a bit about sex. And thankfully buying a sex toy for many people is seen as no more risque than splashing out on some nice lingerie."
Lovehoney has secured the worldwide rights for the Fifty Shades of Grey Official Pleasure Collection. The range of sex toys and soft bondage gear, launched in Europe just before Christmas, goes on sale in America on Monday (April 8).
It is the only range endorsed by Fifty Shades author E L James, who helped develop it.
Lovehoney is competing against Appliances Online, My-Wadrobe, Ocado, Shop Direct Group and The Hut Group for best etailer award, sponsored by Chase Paymentech.
The winners will be announced at a glittering ceremony at Old Billingsgate, London, on June 12.