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LELO Products To Be Sold in Swedish State-Owned Pharmacy, Apoteket
Date:5/22/2008

Sensual products; one step closer to mainstream consumers

SAN JOSE, Calif., May 22 /PRNewswire/ -- Sweden's state-owned pharmacy chain Apoteket announced today that it would carry sensual products by Swedish based company LELO (http://www.lelo.com) starting June 23rd.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080522/AQTH531)

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.

Today, Apoteket 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 representative, Shaye Saldana from LELO offices in California. "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 chose to carry the LELO brand of sensual products due to their innovative and sophisticated designs combined with their commitment to a healthy and positive sensual experience. LELO is following in the footsteps of companies like Victoria's Secret that mainstreamed the lingerie industry and believes that it is only a matter of time before the US markets follow the path of the state-owned Swedish pharmacies to mainstream sensual products. "We are very fortunate to be an integral part of this change", adds Saldana.

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. By imbuing the look, the feel and the function of our pleasure objects with sensual purpose, they become natural accessories to be enjoyed.

Co-founded in September 2003 LELO is headquartered in Stockholm, Sweden, and is available on more than 40 international markets.


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SOURCE LELO
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