“Nookii appeals to the body’s largest sexual organ. The brain,” says Nikki Graham, founder of the London-based adult gift company.

Graham set up the company in 2000 to target a niche previously ignored by the sex industry: heterosexual couples. “We don’t just flog people sex toys,” she says. “Each product comes with instructions, sex tips, even fantasy cards with suggested scenarios. It’s about helping couples to be more playful and explore each other.”

While internet shopping has taken the embarrassment out of the buying process, for beginners, buying sex toys can be an overwhelming experience.

“We’re not talking about the sex toy veterans – women buying their third vibrator,” continues Graham. “It’s very different when you’re a couple. It’s hard to know which toys to choose, and even what to do with them when you get them home.”

To put customers at ease, packaging is kept light and teasing, with delicate illustrations. Products are bought primarily as gifts for the other half.

Completing the holistic package, the Nookii website is packed with sex tips, erotic fiction, video clips and interactive games for casual browsers and dedicated customers alike. And this is just the beginning.

Nookii is set to launch its Penthouse offering in the spring, an online members' club where people can exchange photos, stories, chat to other members and download exclusive content. “There’s incredible scope here,” says Graham. “We might even start showcasing sensual art on the site."

Product prices range from £4.99 for a pack of fantasy cards to £60 for the “Fun in bed” gift set. The firm saw a £500,000 turnover last year and is currently looking for an investor to fund a massive expansion. “We’re thinking of getting into retail,” says Graham. “Somewhere between Ann Summers and Coco De Mer.”

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