ants.
The ultimate goal is to help break down barriers to employment. Only 48 per cent of working-age people with a disability are employed, compared to 80 per cent of those without a disability, according to the Australian Institute of Health and Welfare.
“Inclusivity is something we have been focused on as a brand for a long time now, both in our retail offering and as part of our workforce,” said Rob Godwin, director of Lovehoney Australia.
“We work closely with Remove The Barrier to employ people with disability, and 12 per cent of our current workforce in Australia identifies as having a disability, and our aspiration is to grow this further.”
Paralympian and 12-time grand slam winner Dylan Alcott said he was thrilled to be working with Lovehoney Australia to provide opportunities in the sexual wellness space for young people with disabilities.
“Let’s get started!” he said.
A fulfilling sex life for everyone
The grant is just the latest example of Lovehoney’s efforts to normalise the conversation around sex and disability. Last year, the online retailer teamed up with Handi to create a range of sex toys designed for people with disabilities.
“We’re proud to provide a fulfilling sex life for everyone, that includes with people disabilities as well as those that are able-bodied,” Godwin told Inside Retail.
Pointing out that the company’s strapline is “the sexual happiness people”, he said, “It’s not a matter of should we do this, but why haven’t we done this before?”
Lovehoney’s first inclusive sex toy is set to launch in the next 12 months. In the meantime, the retailer is creating dedicated pages on its website for products that are suited to people with disabilities and making sure its product reviews are written in a way that people with disabilities can relate to.
“This is just a start. I would foresee this being an ongoing area of focus,” Godwin said.
Making Lovehoney’s products and website more inclusive isn’t just the right to do, it’s a smart move commercially.
More than one billion people around the world currently live with some form of disability, according to the World Health Organization, and that number is rising due in part to ageing populations and an increase in chronic health conditions.
“There’s a big market out there,” Godwin said.
While the historical stigma around sex and disability presents some challenges in reaching this market, that’s where Lovehoney’s partnership with the Dylan Alcott Foundation comes in.
“Having advocates and ambassadors within the disability community who are trained and have qualifications in these subject matters will help drive awareness,” he said.
New Zealand expansion on the cards
With sex toy retailers around the world reporting bumper sales during the Covid-19 pandemic, Godwin said it’s the right time for Lovehoney to give back to the community.
“We’ve gone from a staff of 28 to over 60. That represents how much we’ve grown as a business both within Australasia as well as globally,” he said.
While he declined to share specific sales figures, he said Lovehoney saw significant growth in the single women under 35 demographic and will focus on these customers moving forward.
He also said the retailer will look to expand its presence in the New Zealand market.
“From starting in a spare bedroom seven years ago, it’s so good to see where we are today,” he said.
