We all know that sex is sold.
But it now sells Debenham and boots, and the shabby neon lights --
Shops in Soho and Kings Cross were lit.
As part of the high-end designer of the Debenhams series on Monday, the first batch of sex toys will be available in Debenhams.
In addition to Jasper Conland's jeans and Matthew Williamson's evening dress, customers can also find two women's exclusive sex toys designed by Myla.
Charlotte Seeley
The founder of Myla is far from stereotypical sexual attitudes.
It is possible to find the owner.
She is 33 years old.
Until a few years ago, she worked for a few days at investment bank Wasserstein Perella.
She is now spending 199 female sex devices and 63 silk shorts on sale to shoppers at Notting Hill Gate, Old Bond Street
As of September
Madison Avenue, New York.
"If you said three years ago that Debenhams would sell sex toys, everyone would laugh at you.
In fact, I won't believe you . "
Boots chain stores ready to sell sex toys on weekends?
Myla is expected to hand over 3.
In the year to April 2005, this proportion was 5 million per cent, part of an increasingly mainstream sex industry.
Mike McCann, president of the adult industry trade association, general manager of the Clone zone, a chain store for gay clothing and toy stores, estimates that the market's retail value is about £ 0. 75 billion a year.
But the real value of the industry is hard to determine.
Almost all shops and dealers are privately owned and are reluctant to discuss their financial situation.
The only thing that is certain about the sex industry is that it is growing rapidly.
Take Ann Summers.
It has 60 sex stores with a turnover of £ 64.
8 million per cent for the year ended June 2003.
As at June 2004, the company had not yet submitted accounts, but an estimated turnover of 120 stores was 0. 148 billion.
The company wants 150 stores by 2005.
The company's chief executive, Jacquieline Gold, started the company at the age of 21, when she was working for her father's underwear company.
"I feel like 150 stores might be the right number, but we need to have a look once we get there.
I am always surprised by our success, "she said.
Although Ann Summers is expanding fast and investing heavily in new stores, he is still very profitable.
For every 100 pounds sold last year, it's in the pre-
Tax profits are higher than most high street retailers including Marks & Spencer or Next.
However, all Ann Summers stores do not have a license, which means that sex toys can only make up 10 per cent of the products sold, which severely limits the number of fast toys
It can control the growing market.
The rapid growth in the past five years has benefited from two factors.
First, the porn market changed in 2001 when R18 certificate films were legalized.
This means that 280 licensed stores that have to pay up to £ 30,000 licenses to local councils every year can be difficult to sell --core, high-
Marginal love movies
Second, inspired by the chat shows of Graham Norton and TV shows such as Sex and the city, mainstream retailers have begun to fashion sex toys.
"These shows will undoubtedly help people talk about sex toys openly," said Miss Cecilia of Myla.
"But without Ann Summers and ourselves putting the goods on the shelves, the market would not have grown.