Toronto may be known as a sexually liberated city today, but such was not the case in 1972. Back then, the British Protestant-dominated city known as "Toronto the Good" was highly uncomfortable with sex in virtually all its retail forms. So it took a great deal of guts for Anne Amitay and her partner, Mary Sutherland, to open Lovecraft, a high-end adult novelty and lingerie store in the heart of Toronto's chic Yorkville district.
"My business partner and I were two women in need of a way to support our families," says Amitay, who now owns the company. "Our original idea of distributing teaching aids for children with developmental disabilities fell through due to funding. However, while researching in England, Mary discovered the phenomenon of European sex stores. Unlike the often dark, intimidating head shops that were scattered around Toronto, these European stores were clean and well-lit and had helpful, knowledgeable staff. That is when and how the idea was born to bring this unique marketing concept to Toronto."
Lovecraft initially was housed in an 800-square-foot Yorkville storefront. The shop's upscale marketing of sex aids was something entirely new for staid Toronto. "When we first opened, we garnered lots of press coverage and were fortunate that the press loved us," Amitay says. "The Toronto Star described us as ‘two North Toronto housewives' opening a unique European concept of a clean, elegant, and well-lit retail store aimed at improving people's sex lives."Torontonians responded just as eagerly as the local media: "Lovecraft was such a new concept that at times the store was packed, and there were lineups outside just to get in," she recalls. "Our second weekend in business, we sold out and had to close the store early so that we could drive to Montreal and buy more stock for Monday morning."
Lovecraft's initial success was no flash in the pan. Sales kept growing as the years went by. As a result, "we moved in 1977 and increased our space from 800 square feet to 4,000 square feet," she says. "In 2000 we moved againto our present location. We also opened a second location in [nearby] Mississauga in 1985." Lovecraft can be found online at LovecraftSexShop.com, where it offers a broad range of adult products, including many recommended by its staff.
The secret to Lovecraft's profitable 36-year run? "First and foremost, I believe that our key to success is our staff," Amitay replies. "Lovecraft is fortunate to attract well-educated women who are comfortable with sexuality and the merchandise that we sell. The general manager has been here for 30 years, the buyer for 21 years, and a third key person for 20. These women are a major part of the success that we enjoy. And, of course, one of the two original owners still runs the business and can often be found interacting with and helping customers directly."
Careful product selection has also contributed. "A lot of research goes into new products, and we endeavor to test most of what we choose to sell," she says. "Often we will reject a product because of unfriendly packaging or because it makes claims that we feel are untrue."
Finally, Lovecraft has stayed on top by staying current with advances in sex tech. "We have always tried to meet our customers' needs, so we keep abreast of the constantly changing trends while maintaining our core values and products," Amitay says. "If customers ask us about a product they saw that we don't carry, we quickly research it and determine whether to add it to our line of merchandise. We also try to educate our customers about these new products, along with our more traditional items, both in the store and on our own website."
So how have things changed since Lovecraft opened in 1972? "One major change is, of course, the influence of the internet," Amitay says. "Not only is it another way for people to buy their products, but it also exposes them to a much wider range of ideas. This said, we strive to bring to our online customers the same knowledge, care, respect, and welcoming atmosphere that characterizes our store. Because the one thing that has never changed is that it's all about meeting the customer's needs in a safe, respectful, educational environment."
Meanwhile, Toronto customers have become more open-minded since the staid years of the 1970s. "We are finding that we have a more sexually educated customer who is looking for quality both in products and in their sexual relationships," she observes. "They are willing to spend the money on the higher end toys like Vibratex, Fun Factory, and LELO. Also, they read the ingredients of materials in the toys and lotions, and are prepared to spend the extra money for high-grade products."
This said, "The biggest change is the number of businesses competing in an industry where there used to be only one player, Lovecraft," Amitay tells ANB. "Some businesses follow our model of hiring only the most knowledgeable, helpful, and pleasant staff, who sell only quality products. This helps promote the continuing expansion of people's sexual horizons. Other businesses choose the quantity over quality approach, which is a big turn-off for many customers. Some people don't mind buying sex toys in the same way they might go about shopping at Home Depot or other big-box stores. But others want a more personal, customer-oriented shopping experience when looking for something as private and personal as a sex toy. In the end, whatever their approach, there are far more businesses in the market today than a few decades ago, selling every type of product imaginable."
Today, Lovecraft's Toronto competitors can thank Lovecraft for legitimizing the adult novelty market in this once uptight city. Although others may be nipping at Lovecraft's heels, the store that started it all in Toronto is still going strong. "After 36 years in business," says Amitay, "we have earned our well-deserved reputation as leaders and innovators in this ever-expanding industry."
For more information, visit LovecraftSexShop.com.
