An Australian upmarket department store has gone X-rated.

David Jones has expanded its large beauty and lifestyle offering with the launch of a curated ‘Sexual Wellness’ category.

And sex sells – the global sex toys market is poised to grow by USD $9.83 billion during 2020-2024, progressing at a CAGR of over 6% during the forecast period, according to Business Wire.

It cites the outbreak of the Covid-19 pandemic has positively influencing the growth of the market, with factors such as lockdowns and change in consumer behavior significantly increasing the demand for sex toys.

Rising awareness and changing perceptions about sex toys among consumers will present significant opportunities for vendors during the forecast period, it reports.

The new category features devices, accessories and intimate skincare by established and emerging sexual wellness brands including Frenchie, Elvie, Normal, Vush and Figr.

David Jones Category Manager of Beauty, Ben James Mitchell, said: “The rapid growth of the sexual wellness industry over the past few years, particularly since the Covid-19 lockdown, has resulted in a growing demand for personal pleasure products from within the beauty and self-care space. Through this launch, we will be able to give our customers the ultimate wellness shopping experience and solidify David Jones as the number one retail destination for all things health and beauty.”

Campaign Ambassador and Certified Australian Sex Coach, Georgia Grace, said it was “exciting to see David Jones launching this sexual wellness range and playing a vital role in this current sexual revolution”.

The full David Jones sexual wellness range is available at

David Jones first opened its doors in 1838 with the mission to sell ‘the best and most exclusive goods’ and celebrated its 180th anniversary in 2018.

David Jones has 46 locations across Australia and New Zealand and is c

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