Contact Sports changes the sexual wellness retail landscape

US – SoHo’s newest sex shop, Contact Sports, is far from the typical neon-signed, latex-adorned storefront and closer to the luxury concept store aesthetic. The 700-square-feet space is designed to resemble a 1970s locker room with panelled cubby holes that display vibrators, body wax candles and other sex accessories.

Founded by Justin and Chelsea Kerzner, Contact Sports was created to emphasise that sex is fun while mitigating the uncomfortable, guilt-ridden feelings usually associated with visiting an adult shop. The store carries a range of hoodies and socks with the brand’s own logo, a rose insignia. The rest of the products are sourced from other brands, including direct-to-consumer vibrator brands Maude and Dame.

Contact Sports opens at a time when several brands are shaking up their narratives around sex – embracing sexual wellness instead of approaching the subject shyly. Brands including Sephora, Ulta Beauty and Target all carry items such as vibrators and lubricants. As discussed in our Retail Therapy microtrend report, creating a destigmatised space that encourages consumers to feel safe from judgement can boost sales in the sexual wellness market.