Vella Bioscience, a sexual wellness, femtech company, will launch in more than 200 Boots doors across the U.K., as well as online with its hero product the Women’s Pleasure Serum, $65, a CBD-infused pre-play topical for arousal and orgasm.
The brand, which is estimated will have $25 million in sales in 2022 according to industry sources, expects this to be a multimillion-dollar opportunity and comprise about a third of the overall business in the future. The brand estimates the Boots launch will bring in $1 million in its first year.
However, Vella’s continued retail expansion isn’t just about brand growth. DeMena said it is all about the mission “to drive female sexual empowerment through science.” “From a philosophical standpoint, this is a really big deal. Watching some of the largest retailers in the world suddenly up and decide to start carrying sexual wellness products, much less put them in stores, is a really exciting time in history to be a part of,” he said.
As Vella launches in the U.K. with its Women’s Pleasure Serum, the company plans to expand into other retailers there, as well as enter several new markets throughout 2023. “We have a very ambitious growth strategy that includes other retailers in a very tight sequence that we hope will be picking these things up alongside our Boots expansion. We’re here to put our stamp on this category and legitimize it.
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