Sexual wellness challenger announces retail listings and Channel 4 partnership

Sexual wellness challenger brand Roam has announced that it has secured major retail listings with Superdrug and Sainsbury’s nationwide, alongside a partnership with Channel 4 less than two years after launching the business.

The listings across major retailers signify the next step on the brand’s mission to “make sex care more inclusive for everyone” and increase accessibility for a wider range of consumers. They land alongside a media-for-equity investment from Channel 4 and creative agency The Or, which will see an above-the-line campaign go live early next year.

This investment is part of a £3m Seed round which closed in November 2022, the partnership will help the brand reach new consumers and create category growth for its retail partners.

Recent research has shown the global sexual wellness market size is expected to grow at a compound annual growth rate of 12.4 per cent, driven by increased awareness and sex education initiatives.

The research stated that it is advantageous for retailers to appeal to the masses that do not regard the products as taboo, but instead as items that consumers add to their shopping lists and frequently purchase on impulse.

The London based business, founded by ex L’Oréal entrepreneurs Alex Griffiths and Ben Taylor, launched at the end of 2021 as a direct-to-consumer brand, and successfully raised Seed investment last November from a number of notable UK investors.

Roam has deployed capital on customer acquisition and retention initiatives across its distribution channels including, direct-to-consumer, Amazon and national retail. The brand also secured a nationwide listing in the UK’s leading health and beauty retailer Boots in April this year.

Ben Taylor, CEO and Co-founder of Roam, commented: “We are extremely excited to be working with the UK’s leading Health & Beauty retailers to reinvent the sexual wellness category. Our partnership with Channel 4 and The Or will help create cut-through and drive incremental category growth.”

“The conviction and commitment from our retail partners has allowed us to continue expanding our product range and distribution at a time when sexual wellness has become more relevant than ever. We have a clear vision to enhance people’s lives with connections, empowerment and confidence through intimacy… and we’ve only just begun!”

Hannah Redgewell, Investment Principal at Channel 4 Ventures, added: “Our media investment will be used to increase awareness of Roam’s brilliant proposition throughout the UK, so more people can benefit from their products. We look forward to seeing their TV advert air on Channel 4.”

By Matthew Neville – Senior Correspondent, Bdaily

• Add me on LinkedIn and Twitter to keep up to date
• And follow Bdaily on Facebook, Twitter and LinkedIn
• Submit press releases to editor@bdaily.co.uk for consideration.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →