“Consumer demand, appetite, and comfortability with sexual health and wellness, including devices [is there], and we’ve seen it shift really quickly in the last two years,” says Mitch Orkis, founder of sexual wellness brand Cake, which was founded in June 2020 as a direct-to-consumer (DTC) online retailer and expanded into big box stores (both online and brick-and-mortar) for the first time in 2021, first launching at Walmart and then this year in Target and CVS. “Retailers are acknowledging [the need for an in-store presence], and they understand that there’s a lot of money to be made bringing in products that people actually want to be buying,” Orkis says. Thanks to in-store success (Orkis says Cake products often sell out), Cake will further expand its shelf space in 2023.
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