Events that offer to set up wealthy older men with young women, dubbed Sugar Daddy Parties, are set to hit Britain after becoming popular in the United States.
The parties have been hosted at swanky New York cocktail bars, where the men discuss future dates with women who take their fancy.
Organisers say women are usually in their early 20s, seeking money for university or a glamourous lifestyle. They also claim to have plenty of interest from British women.
“We have perfected our parties and are now ready to launch in even bigger markets like London,” Seeking Arrangement chief executive Brandon Wade says.
While the “sugar daddy” angle might not be the best way to launch a dating service, it does suggest there is still room for niche players.
Could you set up a service designed specifically for men who reside in male-dominated areas, such as mining or faming towns?