Online Retail Site Launches

AUSTRALIA ­– Australia-based has launched as a mainstream-friendly online retailer.

Referencing a recent Good Housekeeping review of popular vibrators as evidence of the pleasure products industry’s mainstream penetration, the company said it sought to create a “smut-free” adult toy shop for men and women.

“ is a website for design loving, pleasure seeking people, who don't want to be bombarded with pictures of scantily clad women or scary looking vibrators and it has just launched in the U.K.,” the company said.

Aiming to bring sex toys closer to mainstream audiences, the site offers premium brands, including LELO, Jimmyjane and Je Joue. Mimi De Luxe offers free shipping and free returns.

“With very ordinary vibrators for sale in the local chemists, we think people are ready and looking to buy quality vibrators in an equally smut free online environment,” Mimi De Luxe founder Ella Black said. “And by providing free postage and free returns, we're closing the gap on the high street. No one asks you to pay the postage if you bought it in a shop – so why should you online?

 “We’ve seen the positive press on Whistle&, and the release of the Good Housekeeping vibrator review so we're convinced the general English population is ready now more than ever to include a mix of vibrators and adult toys into their sex lives,” Black said. “With many more products on offer than Whistle&Hum, but a strict no-smut no-nudity policy, should be the first website you visit for your pleasure needs.”