01
Discovery
Approachable products that reduce hesitation and recruit new customers.
Customer acquisition ↗
01
Building the assortment
02
Choosing the right brands
03
Balancing the product mix
A practical framework for structuring a coherent category around customer needs, product roles and commercial purpose.
12 minutes read
Retail strategy
Europe
IN THIS ARTICLE
1
The four roles
2
Category achitecture
3
Merchandising
4
Gisele perspective
The sexual wellness category has evolved far beyond a collection of products hidden at the back of a store. Today’s consumers expect thoughtful design, trusted brands and an experience that feels as considered as skincare, beauty or wellness.
Yet many retailers still approach the category in the same way: adding a handful of products from different suppliers and hoping demand will follow.
In practice, successful assortments are built with the same principles used in every high-performing retail category: every product has a role, every price point has a purpose and every brand contributes to the customer journey.
After working with retailers across Europe, one pattern becomes clear: stores that think in terms of category architecture consistently outperform those that simply increase the number of SKUs.
01 / THE FOUR ROLES
Building a successful sexual wellness assortment is not about adding products randomly. It is about structuring a category that balances accessibility, desirability, premium positioning, and repeat purchase. Retailers who approach the category strategically — rather than opportunistically — consistently see better sell-through, stronger margins, and a more coherent customer experience.
Many buyers start by selecting brands. Experienced category managers start by defining functions. A balanced assortment usually contains four complementary layers.
01
Approachable products that reduce hesitation and recruit new customers.
Customer acquisition ↗
02
Reliable, design-led products that create consistent year-round revenue.
Core sell-through ↗
03
Statement pieces that create aspiration and elevate the whole category.
Basket value ↗
04
Lubricants and care products that support use and encourage repeat visits.
Repeat purchase ↗
These are products that reduce hesitation. For many customers, sexual wellness is still a new purchase. Entry-level products should therefore feel welcoming, easy to understand and unintimidating. Brands like Biird, Dame and Smile Makers have helped redefine this part of the market through approachable design, inclusive communication and pricing that encourages experimentation. The objective is not maximum margin; it’s customer acquisition. Retailers that lower the psychological barrier to purchase often create ling-term customers rather than one-time buyers.
EVERYDAY HEROS.
Once customers trust the category, they look for products that combine quality, aethetics and reliability. These products become the backbone of the assortment. Brands such as Bijoux Indiscrets, or Maude, offer collections that integrate naturally into concept stores, lingerie stores, wellness retailers, and premium lifestyle environment. Rather than chasing seasonal trends, these products deliver consistent sell-through throughout the year. When buyers review category performance, these products are usually responsible for the majority of stable revenue.
PREMIUM ANCHORS.
A premium assortment is not simply about selling expensive products. It is about communicating expertise.
“The strongest assortments
are not the largest.
They are the easiest to understand.”
02 / CATEGORY ARCHITECTURE
Customers do not want twenty products that solve the same problem. They want clear choices.
A well-curated assortment reduces decision fatigue and makes every product easier to understand. Removing unnecessary overlap can improve performance more effectively than adding another brand.
THE BUYER TIP
Before approving a new SKU, define its customer, role, price position and the product it complements or replaces.