LONDON — One of the U.K.’s largest supermarket chains is trying something new: It’s stocking well-known pleasure products brands on its shelves at its 486 stores.
Sainsbury’s, founded in 1869 and second in size in the country to grocery chain Tesco, has struck deals with Rocks-off Ltd. and LELO to sell some of the companies’ products at its brick-and-mortar and online stores.
On Monday, Sainsbury’s started selling three different vibes from Rocks-Off — the Rose Gold Bullet, Rose Blush Bullet and the Aura Silver Vibrator and Massager.
Sainsbury’s also recently struck a deal with LELO to start selling its Hex condom.
For LELO, it is the first time its innovative condom has been placed inside a major retailer.
LELO spent seven years developing Hex, which the manufacturer describes as the biggest advance in condom technology in the past 70 years. The condom uses a hexagonal structure that gently grips the wearer to fight slippage and enhance sensitivity.
“Since launching two years ago, LELO Hex has only been available in a small pool of specialist stores so to now have them available in a mainstream household name such as Sainsbury’s is a great privilege,” LELO U.K. General Manager Rachael Nsofor said.
The pleasure products makers’ entry into a typically taboo mainstream marketplace is likely the result of shifting attitudes toward female pleasure in Britain.
Historically, Sainsbury’s has only sold Durex lubricants, massage oils and vibration rings for men.
Paul Mills-Hicks, a Sainsbury’s spokeswoman, said: “By introducing a new range at affordable prices, we hope to give customers the option to buy quickly and conveniently in an environment they feel comfortable with.”
Hicks noted the chain would monitor sales for six months before deciding if it would expand its pleasure products lineup.