The Ann Summers chain, which describes itself as "a one-stop-shop for passion and fashion", is to open its first Oxford store next month.
Its boutiques are aimed at women, who can shop for sexy lingerie and sex aids without the embarrassment associated with traditional sex shops.
Seventy per cent of customers are female, with the remaining 30 per cent men shopping with their partners, according to the store.
People can buy everything from lingerie to edible body paints, massage oils and virtual Valentine's cards.
The shop, which will open in the Clarendon Centre on Thursday, June 5, will be the chain's 82nd high street store.
Spokesman Philip Toomey said the stores were not classed as sex shops and did not require a licence. However, the Government has banned Ann Summers from advertising vacancies in JobCentres, classifying them as "sex industry jobs".
The seven vacancies -- five full-time and two part-time -- at the Oxford store will be filled by advertising in the Oxford Mail.
Profits last year were about £9.5m, more than double the previous year's figure. Founder Jacqueline Gold said: "The brand is a market leader. "This is reflected in our strength and phenomenal success in the high street."
Turnover of £94m includes Internet sales and sales generated through Ann Summers' parties at people's homes.
The figure also includes sales from the lingerie chain Knickerbox.
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