Sexual wellness challenger brand, Roam, is delighted to announce that it has secured major retail listings with Superdrug & Sainsbury’s nationwide, alongside a partnership with Channel 4 less than two years after launching the business.
Roam is excited to be partnering with both Superdrug and Sainsbury’s to reinvent the sexual wellness category and bring a more inclusive, natural and quality proposition to their customers. The full Roam range, including condoms, lubes and libido supplements, is available in Superdrug stores now, and the brand’s recently launched Skin Tone Condoms and lubes ‘For The Front’ and ‘For The Back’ will be rolled out across Sainsbury’s stores from 22 October 2023 as part of the Sainsbury’s Future Brands program.
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 £3 million 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%, 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 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 secured a nationwide listing in the UK’s leading health & beauty retailer, Boots in April this year, and has also invested in new product development, including their world-first ‘Skin Tone Condoms’, Masturbation Cream for men and Adaptogenic CBD Lube.
Ben Taylor, CEO and Co-founder of Roam said, “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!”
Ghada Beal, healthcare director at Superdrug, commented: “At Superdrug, we are on a mission to lead the way in providing accessible sexual wellness for our customers. We are really excited to be launching Roam’s new range of lubricants exclusively, along with the brand’s wider range of condoms, supplements and toys. The Roam range provides a broader and more inclusive selection of sexual wellness products for our customers.”
Hannah Redgewell, investment principal at Channel 4 Ventures, comments: “We are delighted to be supporting Roam on their journey in disrupting the sexual wellness market and making the category more inclusive. 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.”
Roam products will be available nationwide in-stores at Superdrug and Sainsbury’s and online at https://www.superdrug.com/ and https://www.sainsburys.co.uk/.
