Britain's popular High Street retailer Holland and Barrett has announced that it is to begin selling sex toys for women.
Known for selling myriad of natural healthcare products, the firm will now begin to sell intimate products.
The shoppers will be able to choose from a selection of 'intimate massagers', priced at 49.95 pounds and manufactured by a company called Emotional Bliss.
They are currently available online only, under the category of 'Sexual Health', but a spokesman said the products could be hit the stores if sales prove to be brisk.
"We believe sexual wellbeing is an important part of general health, so for us it was an obvious choice to stock Emotional Bliss as their values fit ours," the Telegraph quoted Michelle Ingleby, senior buyer for non-food at Holland and Barrett, as saying.
According to Phil Geary, the company's director of trading, the recession has led to increased demand for more intimate products.
"People are spending more time at home during these difficult economic times," he added.
Paul Telford, a spokesman for Emotional Bliss, said he was delighted that such a prominent High Street chain had chosen to stock the products.
"We are over the moon that we are the first company of our kind to be taken up by Holland and Barrett online.
"It's brilliant news that a well-established and respected British company like Holland and Barrett is supporting Emotional Bliis, a British manufacturer. We couldn't be happier," he added.