Design Week Examines Trends in Adult Retail, Shopping Experience

Design Week Examines Trends in Adult Retail, Shopping Experience

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

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Beducated Marks 7-Year Anniversary

Sex ed platform Beducated is celebrating its seventh anniversary.

Eye of Love Introduces 'Matchmaker Collection' Display Planogram

Eye of Love has debuted a new display planogram for its Matchmaker Collection of pheromone-infused scents.

Fleshlight Debuts Taylor Vixxen Stroker

Fleshlight has introduced its new Pro stroker, molded on the anatomy of Taylor Vixxen.

Orion Expands 'LateX' Collection With 2 New Outfits

Orion Wholesale has added two new outfits to its LateX collection of fetish apparel.

Blush Debuts 'Unicorn Dreams' Vibrator

Blush has introduced the new Unicorn Dreams vibrator from its Play With Me collection.

Cyberskin Debuts 4 New Strokers

Pleasure brand Cyberskin has introduced four new strokers.

Chappell Roan Gives Shout Out to Womanizer on 'Call Her Daddy' Podcast

Chappell Roan gave a shout-out to Womanizer during her guest appearance on the “Call Her Daddy” podcast, hosted by Alex Cooper.

BeYourLover Debuts 'Alberta' Camera-Shaped Vibrator

Pleasure brand BeYourLover has introduced its Alberta vibrating suction toy with nipple clamps.

We-Vibe Surveys Men About Pleasure Products

We-Vibe has released the results of a survey asking male respondents how the use of pleasure products affects their sex lives.

Sportsheets Releases New Training Video for 'Velvet Noir' Line

Sportsheets has released its latest training video, "Training in Luxury: Sportsheets Debuts Velvet Noir Educational Video," hosted by Brand Ambassador Rin Musick.

Show More