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Online chemist finds its niche in embarrassing disorders.

“We’ve definitely cracked a new demographic,” says Mitesh Soma, founder of online pharmacy ChemistDirect.co.uk. “”if you’re buying thrush medicine, or a few Durex Pleasurepacks, it can be embarrassing to pick these up in the high street.”

To cater for the shyer-than-shy, Soma is branching out into bulk packs of embarrassing products, to spare his customers’ blushes, allowing them to order less frequently.

“We’ll act like a wholesaler direct to consumers,” says Soma. “That also means they’re less likely to run out of their incontinence pants and have to dash, red-faced to their local chemist.”

Soma founded Chemist Direct in November 2007. The young company has already seen sales of £750,000 since inception. And the former Deloitte consultant is hoping to gross £1m profit at the end of year one on a turnover of between £3-4m.

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