LELO Breaks Into Media Markt, a Leading German Retailer

STOCKHOLM/SAN JOSE/MELBOURNE—In a move that the company is touting as a sign of growing mainstream appeal, LELO this month became one of the first pleasure brands stocked in Media Markt’s new online sex toy department. One of Germany’s biggest electronics retailers, Media Markt records hundreds of thousands of visits every week. The new sex toy category features virtually the entire LELO catalog. LELO’s established reputation as a luxury designer makes the brand a natural partner for Media Markt to launch with. And it’s also fitting because LELO has been in the forefront of bringing sex toys into the mainstream by designing beautiful objects that can be displayed alongside everyday products, such as electronics. According to LELO, that trend toward positioning sex toys as household items, rather than objects to hide, is well established in Europe. LELO has already secured similar placements in mainstream stores across Europe, from LuisViaRoma in Italy to Selfridges in London, as well as Muller in Croatia and many other locations. LELO CMO Steve Thomson said, “It’s always a pleasure to see products as sexy as LELO’s alongside the most everyday things like washing machines. It goes to show that LELO is as much a part of a normal, healthy lifestyle as anything else. That’s very rewarding. We’ve always done more than pleasure products, including design awards and so on, so we are the most mainstream pleasure brand in the world, and this partnership confirms that.”