Bluw’s new website will be launched this week, taking all of its gifts, gadgets and gizmos straight to the public.
But the firm says it will continue to distribute to independent retailers and major high street chain stores.
The new initiative follows the recent launch of its retail website in the US.
Bluw MD, Charlie Rudge, said: “Bluw strives to make people’s lives better, easier and more fun through all our creations and therefore we felt it was time to make them even more accessible by selling via our own site”.
“Not all the retailers we supply sell everything we create. Bluw.co.uk means that all of our products are now available to everyone – this was important as consumer feedback kept tell us that they wanted more!” Rudge said.
Marketed under the sub brands of Jam and Itso, Bluw’s product range includes Racing Grannies, Finger Drums, USB Pole Dancers and Panic Button, The Wedge and Glow Drop Lights.