BATH, England – The votes are in and it’s official: Lovehoney tops British consumers’ lists for intimate apparel.

Even though Lovehoney is known primarily as a sex-toy e-tailer, the fourth-annual UK Lingerie Awards crowned the company Favourite Lingerie Retailer based on 4,000 consumer votes. The company faced competition from much larger firms, including Agent Provocateur, Debenhams, Tallulah Lingerie and Victoria’s Secret.

“We are absolutely thrilled to have been named the UK’s Favourite Lingerie Retailer,” lingerie designer Heather Mercer said. “Even though Lovehoney has not always been known for lingerie, this is all changing. With the launch of our own lingerie brand, Lovehoney Lingerie, there are exciting things to come.”

About one-third of the company’s sales come from lingerie, Mercer revealed. However, Lovehoney’s 2015 lingerie sales were up 47 percent over 2014. Mercer said she expects the growth to continue.

In 2014, the company launched its own lingerie brand. Mercer said Lovehoney Lingerie has received endorsements from celebrities including MTV stars Chloe Goodman of Ex On The Beach and Marnie Simpson of Geordie Shore.

In December 2015, the company launched LHM, its first branded line of male underwear.

“We’re especially excited to win the Favourite Lingerie Retailer award because it was voted for by the public,” said lingerie category manager Gemma Pestel. “Lovehoney’s customers are fantastic, and we’re so pleased that they’re responding to our investment in Lovehoney Lingerie and third-party brands.”