The erotic industry has changed considerably over the past decade as female-led retailers have moved into what was once seen as a predominantly male market place. This image shift has come from the rise of women focused erotic shops. The UK has five strong contenders: Myla, Ann Summers, Beate Ushe, Coco-de-Mer and SH! These retailers have disassociated themselves from the negative image of sex shops to create plush, boutique style, shopping experiences. The shops are often luxurious, opulent, ascetically pleasing and most of all female friendly.
A major development in encouraging the growth of the female erotic retailing industry is women's changing attitudes towards sex. "Once renowned for being sexually repressed the British are now seen as ready and willing to welcome chains plying risqué underwear and adult objects," (Marketing Week 2002, pp19). Female independence - financially and emotionally - has played a major part in why female erotic shops have become more acceptable.
Michael Vaughan, Beate Ushe's UK Retail Executive takes this view further. "Attitudes have changed enormously in the past five years and even more dramatically in the past two. There are some broad factors, such as more divorcees, meaning more single women, more women living alone, and more equality that account for this. Women generally have greater control of their lives," (Marketing Week, 2002, pp19).
When I wrote my first dissertation on the rise of women as customers of female-led sex shops I surveyed women from across the UK. The results showed a strong negative image associated with sex shops, even though there are m