What: the launch of a new category through a pop-up dedicated to sexual wellness featuring inclusive lingerie and sextoys.

Why it is important: in April 2020, sexual wellness brands saw sales spike during lockdowns, as people were looking for ways to take care of themselves. Nordstrom follows up on that trend and launches a new sexual wellness category through their latest pop-up:  Pop-In@Nordstrom Self Love.

The pop-up features lingerie and loungewear brands with a focus on inclusive sizing and shades, sustainable fabrics and ethical production. The taboo-free curation of products also features jewellery, personal care and sextoys.

Nordstrom's Vice President of Creative Projects Olivia Kim said: "We wanted to take a different approach to the idea of wellbeing, whether it’s about looking good or feeling good, self-care, empowerment, and love are at the heart of our latest Pop-In@Nordstrom." "I’m excited to bring our customers a modern, bold, and inclusive shopping experience designed to destigmatize pleasure and leave our customers feeling strong, confident, comfortable, and non-apologetic about self-love,” she added.

The Self Love Pop-Inwill run from 15 January to 14 March in selected stores and online.

NORDSTROM’S SEXUAL WELLNESS CATEGORY LAUNCHES WITH VIBRATORS, LINGERIE, AND MORE

Link to website: Pop-In@Nordstrom Self Love website

Related item:

• Sexual wellness brands see sales spike during lockdowns.