Sex shops. We all know what they are and we all know what they sell, but let’s take a minute to analyse this. Why do we call these stores “sex shops?” They don’t sell sex. They sell products to enhance our pleasure and bring us joy. The phrase “marital aids” (which I cannot stand by the way, as it implies sex toys can only be used by married couples which is absolutely not the case!) actually does have a little sense behind it. These products aid us in our adventures and add to our most intimate moments. They help us to explore our deepest desires. So I’ll ask again, why do we call these stores “sex shops?”
In the U.K., we’ve seen a major turn-around within adult retail stores. These shops are no longer classing themselves as “sex shops,” but rebirthing themselves as beautiful boutiques, luxury adult stores and elegant pleasure product shops. The days of walking into a grotty shop down a dingy backstreet alley to pick up some dirty DVDs are quickly vanishing and being replaced with visiting large, airy, crisp and clean high-street retail units with impressive window displays. It is becoming less about tacky blow-up dolls and penis lollipops and more about luxurious vibrators, pleasure-enhancing potions and Apple-esque packaging.
I think this is a generational thing, to be honest. The older generations are used to these stores being hidden away from the general public, and going in to pick up a monthly magazine to get their rocks off to. This is what they’ve been used to for many years.
Young adults, however, want an experience. They want to be greeted, assisted and guided into which products would suit them best. No longer is sexual pleasure something to be ashamed of, and with most stores having a great deal of product knowledge, customers feel confident in receiving recommendations.
Mainstream stores in the U.K. are also evolving to offer guests large, open shop-floor areas where we can almost dance our way down the aisles with glee as we find what we’re looking for. This is why many of the adult stores here are also reinventing the way they bring product to the end consumer.
One British store has been at the forefront of this revolution. Vibez Adult Boutique in Aylesford, Kent, is no stranger to changing the way we think about shopping for our adult products. The store is adorned with a collection of opulent furniture, satin walls and elegant displays, all designed to excite the customer and give them an experience they won’t forget. It is swamped in tiny, intricate detail, and the finishing touches (like peacock feathers, diamonds and jewels and sensual lighting) make a visit to Vibez an absolute pleasure.
Dave and Tracey Whitmore own the store. With a number of awards under their belt, their son, Christopher, has decorated most of the store himself, making Vibez the stunning shop that customers keep returning to. I’ve visited on a number of occasions myself, and it’s one of the U.K.’s best standout boutiques for adult products.
The “vibe” in Vibez is pleasant and friendly. Customers pop in and out regularly, even if it’s just for the odd bottle of lube. The team is always on-hand to help out, and they go above and beyond to give the best service they can. (When their store was closed due to COVID-19, they even started up a local curbside delivery service so their customers didn’t go unfulfilled — now that’s dedication!).
The Vibez empire has been thought out thoroughly and cleverly. As well as the beautiful ground floor housing a vast array of adult products and elegant displays, the upstairs is home to The Beautique, a beauty parlour offering a variety of treatments and packages. Customers can take time out by getting their nails done or having a soothing massage and afterwards venture downstairs to explore the aisles and rails of lingerie and sexy products to pick up something fun for later that night ... Customers leave the store feeling empowered and confident and are always excited to return.
In a world where the internet is becoming the go-to shopping destination for most, it’s now more important than ever for physical retailers to stand out and bring customers what they want. We need to adapt to the ever-changing world of retail and give our customers a reason to tear themselves away from the computer, and this is exactly where Vibez has hit the nail on the head.
After all, we should be bringing the customer an experience they want. The customer is always right!
Daniel Miller has worked in the industry for over 10 years and specializes in adult retail and wholesale.
