Sexual wellness brand Roam has partnered with Channel 4 with a media-for-equity investment that marks new growth for the brand.
Alongside the partnership, Roam has also secured an investment from creative agency The Or, which will see an above-the-line campaign go live early next year.
The investment, which is part of a £3 million Seed round which closed in November 2022, aims to help the brand reach new consumers and create category growth for its retail partners.
Alongside the investments, designed to disrupt the sexual wellness sector, Roam has announced it has also partnered with both Superdrug and Sainsbury’s nationwide, securing major retail listings.
It follows the brand, which was founded in 2021 by ex L’Oréal entrepreneurs Alex Griffiths and Ben Taylor, secured nationwide listing in UK health and beauty giant, Boots, earlier this year.
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“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,” said Roam co-founder and CEO, Ben Taylor.
“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!”
Channel 4 Ventures investment principal, Hannah Redgewell, added: “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.”
The announcement follows in the wake of the sexual wellness brand earlier this year releasing an TFL out-of-home campaign calling out the lack of diversity in the industry by celebrating of the launch of its ‘world first’ skin tone condoms.
