If today we find sex toys in cosmetics brands (Sephora, Nocibé, Ultra Beauty), they are becoming rarer in household goods stores. And yet, the Dutch brand HEMA recently launched a range of sex toys in 300 stores in the Netherlands. For the occasion, the manufacturer has teamed up with EasyToys to offer an “Intima” range at rock bottom prices.
The series starts with a small and compact vibrator (barely bigger than a lipstick) that offers up to 10 vibration modes. Waterproof and USB rechargeable, this vibrator is sold at 15 €. At his side, there is a vibrating egg with its remote control, which also has 10 vibration modes. To be used as a duo or solo, it is completely covered in silicone and sold for €25. Finally, HEMA also adds to its catalog a so-called “rabbit” vibrator, a vibrating phallic toy with a rabbit’s head at its base for G-spot and clitoral stimulation. It is also sold at 25 €.
Democratization through price
In a sector where the average price of a sex toy is around €100, HEMA intends to democratize the use of a sex toy. And it pays, it only took 48 hours for its stores to sell out their stocks of these products, with an even more aggressive rupture of the “rabbit” vibrator. “At HEMA, we have already been selling everything you need to take care of yourself for years. From toothpaste to face masks and vitamin day cream. Why wouldn’t we take care of your sex life? our clients ?can we read on the brand’s website.
To date, only the brand’s Dutch stores are involved in the marketing of this range. In Belgium, these sex toys are only available online (away from prying eyes). We have no information about an upcoming release in France. Such a success can however give ideas, to HEMA France as to other competitors.