Australian eTailer Hello Molly has expanded into the US$19.7 billion sex toy industry.
The business is one of the first Australian fashion eCommerce business' to sell vibrators, lubricants and sex toys and joins the category as it skyrockets due to COVID-19 restrictions.
According to the business, demand for high-quality sex toys for women has tripled in sales across Australia, New Zealand and the United States making the move into the category an obvious one, buyer Danique Crane said.
"It became very obvious that we needed to cater to this aspect of our customers’ lives.
"It is our mission to normalise traditionally taboo products and create a supportive, safe and well informed platform for our customers to comfortably explore their curiosities, enhance their ability to support their self-love journey and provide a platform that makes them feel fabulous on the inside and out...pardon the pun!" she said.
The range of clinically safe, discreet vibrators and skin-safe lubricants to support women’s health and enhance sexual wellbeing is now available on the Hello Molly website under a 'self love' tab.
But knowing that the offering is a little non-traditional for a clothing retailer, Hello Molly has created an opt-in function for the 'self love' tab to ensure that women continue to feel safe and confident exploring the products.
"It is so important to us that our customers feel beautiful wearing our clothing and we have always had a strong focus on creating memorable outfit moments, but for many feeling confident and empowered comes from more than just wearing an
amazing dress, so we explored that," Hello Molly brand creative manager, Jasmin Fraser said.
"The mission and branding of our first onboarded brand, Smile Makers was synonymous with the ethos we hold and what our customers value, such as a trusted voice, information, education, openness and accessibility," Fraser continued.
"That has made introducing and marketing these products to women who trust us, feel natural.
"Our brand is all about being the bestie to our customers, and we are so proud to be here to support many of their purchases, whether it be the perfect dress for their formal or birthday, to their journey and exploration into sexual wellness," she said.
The range retails for between $25.00 - $300.00 on the Hello Molly website.