LELO to be Sold in Swedish State-Owned Pharmacy, Apoteket

Pressmeddelande   •   Sep 06, 2008 01:33 CEST

Sensual products; one step closer to mainstream consumers

May 23, 2008 - Stockholm, Sweden - Sweden's state-owned pharmacy chain Apoteket announced today that it would carry sensual products produced by Swedish based company LELO starting June 23rd.

In an effort to provide healthy products, the Swedish pharmacy declared in March that it plans to expand its sexual health department by adding sensual products to its shelves.

The selection of sex toys has been developed in cooperation with the Swedish Association for Sexuality Education (RFSU).

Apoteket has now announced that it would sell the following LELO products: NEA, IRIS and LUNA Beads.

According to Apoteket, healthy sexuality is an important part of a person's well being, and therefore, as a pharmacy it is important to provide carefully selected and safe products to consumers.

"This is part of the mainstreaming of sensual products all over the world," says LELO's Managing Director, Andreas Åberg from LELOs head office in Stockholm. "We feel it is important to be part of this change as it is inevitable. Sensuality is a very natural part of one's overall health".

Apoteket and Swedish Association for Sexuality Education (RFSU) chose to carry the LELO brand of sensual products due to their innovative and sophisticated designs combined with their commitment to a healthy, safety and positive sensual experience.

NOTE TO EDITORS: For additional information and high-resolution images, please visit www.lelo.com or contact:

Sophia Nystrand
LELO | PR manager

LELO is a Swedish sex life accessory label with distinct design philosophy and brand profile. Drawing inspiration from the fashion and beauty industries, our pleasure objects breathe an air of simplicity, sensuality and sophistication. With an avant-garde approach and an affordable mid-to-premium range, LELO provides a high quality alternative to the conventional erotic market place. We aim to please a modern clientele of women - and their partners - with high sexual integrity and a keen eye for design. Co-founded in September 2003 LELO is headquartered in Stockholm, Sweden, and is available on more than 30 international markets.