2024-02-13 22:35:20
Published on: 02/13/2024 – 11:35 p.m. Modified on: 02/13/2024 – 11:34 p.m.
5 mn
“On February 12, 13 and 14, it’s 4 to 500 people per day. I’m not leaving the cash register,” says Olivier Prapant, manager of a store in the Passage du Désir chain, in the Saint-Étienne district. Lazare in Paris, which plans to triple its sales in the days leading up to the lovers’ party.
A phenomenon confirmed by Amandine Ranson, France marketing manager for Swedish sex toy giant Lelo, who notes “a 30% increase” in turnover in February.
“It’s a good opportunity,” concedes Thomas, a 40-year-old teacher, who came to Passage du Désir to offer new sexual accessories to his partner. A gift he wouldn’t necessarily have thought of in the past.
For several years, the sector has been in turmoil. At the end of 2021, the consulting firm PwC estimated the global market for sexual accessories at $19 billion, with a growth outlook of 7.1% per year until 2026, and even 7.5% for France.
A customer looks at the items on sale at the “Passage du Désir” love store, on February 9, 2024 in Paris © Miguel MEDINA / AFP
“The French were late on sex toys compared to the United Kingdom, where almost everyone already has their +rabbit+ (famous sex toy popularized by the American series Sex and the City). “operates”, observes Patrick Pruvot, founding president of the Passage du Désir boutique chain.
Vibrating duck, design object
He, who opened his first store in 2007, saw the products diversify and move upmarket and sums up the metamorphosis of the sector in one sentence: “We went from realistic sex in blister packs, to the vibrating duck, to a less explicit design object “.
The object has become ennobled, as have the boutiques and brands that have driven its growth, gradually opening points of sale in the chic and gentrified streets of city centers.
Customers look at items on sale at the “Passage du Désir” love store, on February 9, 2024 in Paris © Miguel MEDINA / AFP
“We don’t have the impression of being in a sex shop,” observes Lila, 42, inside the Passage du Désir on rue Saint Lazare, confident that she would “probably not” have entered a traditional sex shop, “too creepy” in his eyes.
This is precisely the strategy employed by the brand: “Theatricalize a boutique that looks like anything but an old-fashioned sex shop,” underlines Olivier Prapant.
Recently, the chain founded by Patrick Pruvot, with a turnover of 25 million euros, even ventured into shopping centers, notably opening a store in the heart of the La Défense business district (west de Paris), near the Apple store.
Driven by the development of erotic podcasts, praised by influencers, sex toys have become fashion objects, with which other sectors are joining forces.
A customer looks at a sex toy on sale at the “Passage du Désir” love store, on February 9, 2024 in Paris © Miguel MEDINA / AFP
“They’re coming to get us,” assures Amandine Ranson, who mentions a recent partnership between Lelo and the Italian brand Diesel.
The “revenge” of the French
The growth of the sector encourages new arrivals to try their luck to compete with the historical hegemony of Northern European brands.
Patrick Pruvot observes “a revenge” of French products. “A few years ago, we were more likely to have 70% foreign brands and 30% French brands. Today, it is a balanced relationship,” adds Mr. Prapant. Not yet, however, enough to shake up the German Womanizer, the best-seller from the brand of the same name, sold several million copies since its launch ten years ago.
Customers look at items on sale at the “Passage du Désir” love store, on February 9, 2024 in Paris © Miguel MEDINA / AFP
Penis rings, vaginas, clitoral or prostate massagers are all “sexual well-being” solutions touted by brands: the industry is aimed at all sexualities to multiply market segments and nourish its growth prospects.
A way, too, of responding to a demand from the younger generation to “know their body better”, according to Christian Padix, founder of YesForLov, at a time when Ifop (Institute for Opinion Studies) notes “a unprecedented decline” in the sexual activity of the French, in a survey in partnership with Lelo published at the beginning of February.
In this sense, sex toys accompany “a new approach to sexuality”, testifies Manon Tertereau, a 22-year-old graphic designer. This Passage du Désir client recommends it “to her friends”, for sexuality “without the need for a partner”.
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