David Jones has expanded into the booming sexual wellness market, launching a curated 'Sexual Wellness' category as part of its larger beauty and lifestyle offering.
The retailer expands into the category as research firm Research And Markets predicts the global sex toys market will reach US$36.1 billion by the year 2027, growing at a compound annual growth rate (CAGR) of 5.7%.
In 2020, Research And Markets estimated that the market was worth US$24.5 billion.
David Jones' new offering features premium devices, accessories and intimate skincare, helping to reframe sexual health as a critical part of self-care, wellness and beauty rituals.
Established and emerging sexual wellness brands including Frenchie, Elvie and Normal launched on the David Jones site yesterday, with more brands including Vush and Figr due to join the portfolio over the coming weeks.
David Jones category manager of beauty Ben James Mitchell welcomed the launch of the category.
"The rapid growth of the sexual wellness industry over the past few years, particularly since the COVID-19 lockdown, has resulted in a growing demand for personal pleasure products from within the beauty and self-care space.
"Through this launch, we are now able to give our customers the ultimate wellness shopping experience and solidify David Jones as the number one retail destination for all things health and beauty," he said.
Campaign ambassador and certified Australian sex coach Georgia Grace added that the launch will help drive sexual health and wellness conversations among customers.
"It is so exciting to see David Jones launching this sexual wellness range and playing a vital role in this current sexual revolution I love that more people will have access to these incredible products, allowing them to reach a whole new audience who may never have had the opportunity to engage with such discussions," she said.
David Jones' Sexual Wellness offering is available to shop online now.