STOCKHOLM — LELO today announced it has partnered with Etos, one of the biggest Dutch retailers, to bring HEX Original to 550 stores in the Netherlands.
It has taken HEX only a year to arrive in the Netherlands after its U.S. launch in the Summer of 2016, the company reports. The Netherlands joins 113 countries to stock HEX.
The company adds that the appeal of LELO HEX condoms is in its market-disrupting innovation, as well as the high-level, integrated PR and marketing campaign at launch.
LELO re-engineered the structure of the latex itself, so that the HEX condom is composed of 350 individual hexagonal cells — hence the name, a representative indicated. This patented and never-before-seen structure allows HEX to be one of the thinnest condoms on the market, without compromising on strength, LELO reports.
That scientific approach to the condom, the company says, has led to almost 13 million HEX condoms sold since they were introduced.
LELO CMO Steve Thomson said, “It’s great to see how the customers and retailers alike are clamoring to get their hands on HEX. For most of the world this feel like a sudden and overnight transformation of the condom industry, but we at LELO had been working on this for seven years before it even hit the shelves. We’re not surprised at its success, but that doesn’t make us any less proud of it. Once people try HEX, and feel the difference for themselves, they’re not going back to ordinary condoms again!”
