Struggling Boots to sell sex toys

BOOTS, one of the most traditional names on the High Street, is to put sex toys on its shelves in a bid to attract more women shoppers.

The pharmacy, health and beauty chain is launching the erotic range in conjunction with condom maker Durex to try to win back market share

Boots - which has 1,400 stores - has been hit by cut-price rivals such as Superdrug and has failed to make an impact with a number of initiatives such as laser eye correction, dentistry and chiropody.

Former Asda executive Richard Baker was brought in to turn the business around and last month launched a three-year 'back to basics' campaign to concentrate on the firm's core health and beauty products. Boots has been forced to sell off the dentists and laser clinics along with its Wellbeing Centres and Pure Beauty cosmetics-only chain.

Sales of sex toys have grown in Britain in the past few years - helped by TV shows such as Sex and the City. Boots says it is developing its range with customers' sensibilities in mind, but will also compete with other High Street erotica outlets such as Ann Summers - which has 117 British stores - as well as Agent Provocateur and Coco de Mer.

Durex has itself recently branched out into a range of less serious sex products such as the Extra large condom and its Play lubricant. The sex toys for Boots will be an extension of the Play range and will also include massage oils.

Boots spokesman Donal McCabe, said: 'We view ourselves as selling something people want to buy. Sex toys are more prevalent on the High Street than they used to be and sexual fulfilment is a more discussed topic.

'Sex toys are far more common today and easily available through newspaper adverts. It is something we want to consider and to do in a responsible yet modern way.'

He admitted that some customers may be shocked by the move and women with young children may be embarrassed by having to explain what the toys are for.

'It's a tough one,' Mr McCabe added. 'But people were shocked when we started to sell condoms, where now that is seen as being responsible. If we do it, we will do it responsibly.'

William Clutterbuck, of Durex parent company SSL, said: 'Durex is Britain's favourite brand of condom and this is an extension of that brand. We don't just want sex to be safer, we want it to be more fun.

'We have been working with Boots for some time to develop a range of toys and massagers, which we hope to bring to the High Street some time in the New Year.'

Boots was founded in Nottingham in 1848 by John Boot and rose to become Britain's biggest chain of pharmacies.

Mr Boot was a staunch Methodist who set up his first shop with assistance from members of the local chapel.

He established the herbalist outlet to provide inexpensive remedies for the working poor who could not afford a doctor in the impoverished areas of Nottingham.

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