Introduces Browsing Feature

LOS ANGELES — Online retailer now offers users a customized shopping experience with a new “elevator” feature that allows shoppers to choose from three levels of merchandise.

On the first level, shoppers can view entry-level sex toys, as well as books and videos with milder content. The second level stocks more intermediate products. The third level offers more advanced sex toys, play furniture and beginner BDSM gear.

The soft-sell approach to merchandising is geared toward new-to-the-market consumers.

Cleo’s Boutique also features bachelorette, honeymoon and romantic evening areas.

The site’s specialty area carries several books for women dealing with postmenopausal issues and other special needs.

Portions of each sale from the site also go to support several charities, including Locks of Love, Gilda’s Club, Women-to-Women International and ABCD (After Breast cancer Diagnosis).

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