John Lewis, the upmarket department store with a royal warrant, has reported that sales of its sex toys have more than doubled over the past year. The retailer is now offering the Coco de Mer Pleasure No.6 Intimate Wand vibrator, priced at £145, which has been dubbed the 'Ferrari of sex toys'.
Rise in Customer Searches Led to Product Line
The store introduced its sexual wellness range in 2024 following a sharp increase in customer searches on its website. John Lewis now stocks as many sex-related items as it does electric toothbrushes or hair straighteners, and sales continue to grow year on year.
A John Lewis spokesman told The Sun: 'Our sexual wellness range sales have more than doubled over the past year... and makes the perfect sensual gift or personal treat.'
Magazine Feature Shocks Some Shoppers
Some customers were surprised to see the products advertised in the retailer's in-house magazine, Foundation. The latest edition features a picture of two sleek sex toys and a personal moisturiser under the headline 'Prioritise Pleasure'. The Coco De Mer No 2 dual vibrator, costing £185, and the Sona 2 Travel vibrator at £99 are shown alongside the Lelo moisturiser, which sells for £18.
Londoner Stella Haig told The Sun: 'I was shocked. At first, I thought it was a kitchen gadget; the last thing I thought it could be was a vibrator.' Another shopper said: 'You think you know what you are getting at the John Lewis café with your tea and cake. In the magazine, this is not it!'
Return Policy and Product Details
John Lewis, known for its generous returns policy, states that sexual wellness products can only be returned if unopened, unused and with the original cellophane wrapping intact. The Coco De Mer No 2 dual vibrator is described on its website as 'designed for maximum female pleasure', while the Coco de Mer Pleasure No.3 The G-Spot Vibrator promises to 'take the guesswork out of pleasure' as 'this G-Spot vibrator gets it right every time'. Also available is the Lelo Lily 3 sex toy, described as a mini massager with 10 pleasure settings that vary in intensity.
