2023-09-30 05:14:00
Sex shops have become professionalized. From now on, they take care of the welcome, the presentation of the products and the advice to the customer. And it works: one in two Belgians has already visited a loveshop. With curiosity as the main motivation. Which is anything but a fault in the area of sexuality!
The half of the population ? According to a survey conducted by iVOX at the request of Babylon Loveshop. A significant ratio in this “touchy” area but less and less taboo, especially since the percentage might soon increase: 13% would also like to take the plunge. What slows them down first: at 41%, the absence of interest or need; 28% feel uncomfortable entering a place such as these and 26% lack a nearby sex shop. 22% of respondents indicate that they can buy products online and therefore do not need to go to a store.
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Sexuality, less taboo, more fun
It must be said that the approach to intimate things has transformed towards a positive, more liberated and more inclusive sexuality, making them much less taboo. Sex has also gradually emerged from the alcoves and the very masculine stronghold where it was confined to become a political space of protest, empowerment, female pleasure but also simply for everyone a means of well-being and play…
Mentalities had evolved positively… all that remained was to bring something new to the commercial approach! Including: sextech, the sex toy industry, has truly made it possible to popularize these toys for adults with innovative technologies, designs abandoning the gloomy side of the molded plastic dildo and aggressive vibrators. Ranges for couples have also appeared which now represent the biggest sales of players in the sector, especially since Covid. These developments and the increase in demand have boosted distance selling, fast but above all discreet. Belgians therefore buy their sex toys mainly “online”, in 46% of cases.
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Boutiques come in second position (31%) ahead of home sales (11%) and erotic salons (8%). These last three places offer, without exception, a welcome and expertise, a real asset regarding the world of pleasure, little known and regarding which we still rarely talk among loved ones. While everyone has tons of questions on the subject! This is confirmed by Maxime Figula, marketing director of Babylon Loveshop: “Our online store remains very popular, but the discomfort which prevented some people from physically entering a sex shop is tending to lessen. We are even preparing the opening of a new store in Belgium. This will already be the seventh!”
“We answer all questions”
The Babylon Loveshop near Tournai. ©DR
Even if the complete explanations from online stores are interesting, the human connection and the questions are very important in this area to find the right shoe! “Our staff is trained to answer any type of question with ease. Some come for their first sex toy. Others to learn regarding BDSM practices,” comments the director. “We also have clients who encounter difficulties during penetration, for example, and are looking for a way to better enjoy their sex life.
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With its vast stores easily accessible by car because they are located in the commercial areas of small or medium-sized towns such as Froyennes (Tournai), Mons, Roeselare, Babylone Loveshops offers itself a significant potential catchment area and offers proximity reserved most of the time for residents of large cities. “All the new features are present, presented in a pleasant way and in distinct areas. Our loveshops are made for everyone: women as well as couples, singles, students or retirees, straight or not, BDSM or romcom fans, people with a size XS or 5XL, to the curious…”, smiles Maxime Figula.
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