LONDON — An evolving trend in sex shop designs in London is emphasizing sleek, inviting retail stores and putting empowerment and education front-and-center.
In a new article for the U.K.'s Design Week, author Molly Long spoke with several pleasure product retailers about how, through design and focus, they've taken aim at destigmatizing the pleasure product industry.
"Without question, the most enabling development for this change in Britain’s adult retail industry has been the internet," writes Long. She spoke with Lovehoney's CEO Sarah Warby about how online retailing began the process of transforming the industry.
"Some time ago sex shops were — dare I say? — sleazy," said Warby. "They weren’t the sort of place most of us would have thought would be relevant for us, but we’re moving away from that intimidation because the internet has made things so accessible for people."
Online forums have encouraged the frank discussion of topics related to sex, and pleasure products in particular, more open and inviting.
"Actively avoiding any sense of shame left over from years gone by, the company encourages full and frank discussions on sex and pleasure," writes Long of Lovehoney's forums.
This has translated to a refocus on how brick-and-mortar sex shops approach design as a way to distance themselves from the sordid stereotypes of the past. For example, Lovehoney recently opened a pop-up retail store in London based on a philosophy of openness and community.
"We know that sex shops of the past could be seen as quite dark and oppressive, making you think you had to hide in the corner," said Warby. "The intention for this one is to feel really light and welcoming instead, with enthusiastic people ready to take you through the experience."
It's a trend that's permeating the retail sex shop industry throughout Britain, according to Long. She also spoke with Lucy Litwack, CEO of adult boutique Coco de Mer, about the influence of online retail on physical sex shops.
"Anonymous shopping online has really helped so many people," said Litwack. "But on the flip-side, some people miss the education and communication that comes from being in-store and talking to people."
Another major change in the push to alter public perception of retail sex shops is a shift away from shops as a bastion of male pleasure and a renewed emphasis on the empowerment aspects of pleasure products.
"For a long time, sex stores and pornography has been about male pleasure, and there’s been very little out there for women," said Litwack. "We’re trying to change that, by being a very female-focused brand."
Echoing Litwack's focus on female empowerment, Warby points to Lovehoney's shift to designing size-inclusive lingerie in-house rather than using third-party designers.
"Loads of lingerie is branded as 'one size fits all,' which, of course, it never is," said Warby. "As you go up into plus sizes, garments aren’t just the same size but bigger, because we change and get bigger in different proportions."
Other methods employed by modern retail sex shops include partnerships with big-name mainstream retailers and taking an active role in charities and activism.
"U.K. High Street health and beauty retailer Boots now stock a capsule collection of Lovehoney products," writes Long, "with Warby saying the company shares her own philosophy around 'sexual happiness.'"
As for activism, Coco de Mer has partnered with the Desert Flower Foundation, an organization dedicated to fighting female genital mutilation (FGM).
"FGM is a direct disabler of female pleasure and so it felt like a really authentic collaboration," said Litwack.
Both retailers express their commitment to developing and maintaining inviting, empowering and educational presences both in online retailing and in their physical spaces.
"Where Warby notes the heart and soul of Lovehoney is online, she’s also keen to explore into the realm of bricks and mortar shops," writes Long. "Litwack echoes this, but in reverse, saying physical stores are important places for interaction and education, but that online experiences can be important for people to feel comfortable."
For the latest updates, visit Lovehoney and Coco de Mer on Twitter.
Image source: Lovehoney
