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When we think of Walmart, we think of the endless aisles of products that many might not have known they needed. Now, the global powerhouse is taking it up a notch with its launch of sex toys.

Clio, a small business venture that employs merely 20 people, is behind the company’s next step. Jamie Leventhal, Clio’s chief executive received a call from one of Walmart’s buyers suggesting that they create a line of pleasure products that could be sold on the retailer’s shelves.

The brand’s PlusOne line of products has made its way into nearly 4,300 stores across the United States and on Walmart.com, not including Virginia and Alabama due to restrictive laws.

This may come as a surprise to many, seeing Walmart as having a fairly conservative corporate culture.

“This is not a new category for us,” the retailer told The New York Times.

Clio’s sex toys are designed to surpass the pleasure products that already stock Walmart’s shelves from brands such as Trojan and Durex. They are priced roughly between $10 and $35, making them affordable for consumers and are also waterproof, rechargeable and made from safe materials.

Since its launch, Clio has sold over 1 million pleasure products via their Walmart, Amazon and Target affiliations, which has helped the brand to own nearly 26 per cent of the sex-toy market.

“I want to become the Kleenex of sex toys, the brand that you associate with sex toys,” Leventhal told The New York Times.

Although available to everyone, Clio specifically targets women and hopes to encourage sexual wellness for all.

Clio’s success has opened the market for sex toys to be sold at major box retailers. Dame Product’s chief executive Alexandra Fine also sees the potential in creating a healthy stigma surrounding women’s sexual wellness.

“It’s challenging to get people to see the value and the importance of female sexual pleasure. It can be frustrating to be fighting for that and then to see men more easily profit from it,” Fine told The New York Times.

Clio is taking their product line to the next level with a new launch of pleasure products looking to hit shelves come August.

What seems to be a small cultural shift in today’s retail industry has allowed brands like Clio to take normalizing sexual wellness amongst women in the right direction.