Mae B. - Designed to meet Female Pleasures

Women in real sex shops? That´s what lots of men dream off. Actually this male imagination seemed to be incompatible for years. Nowadays, more and more sex shops aimed specifically at women open up. One of the world's biggest erotica company, Beate Uhse, has opened up Germany's first sex shop chain for women called "Mae B.". Even it´s available online, too, amojoo wants to introduce you to their bright, airy boutiques which are heavy on lingerie and vibrators, but light on hardcore pornography.

When Yvette Najorka, a student at Berlin's University of the Arts, was commissioned along with four other students to come up with a concept for a new sex shop for women, she started asking her female friends if they even wanted such a thing. "They thought it was a great idea and wondered why nobody had thought of it before" she said.

Sex shops, of course, are a dime a dozen, but they aren't places that appeal to most women, Najorka said. "They're too dark, too dingy, with too many dark corners," she added. "We didn't want our sex shops to be anything like that." And Mae B., Beate Uhse's new chain of sex shops, designed by Najorka, for the female market, doesn't have much in common with your basic dirty bookstore.

At the grand opening in Hamburg, there was nary a pole dancer or thong in sight. Instead, in the middle of the city's upmarket shopping district, next to the Tony Gard store, visitors to the first Mae B. store saw a selection of sexy, but tasteful, lingerie accompanied by sultry saxophone music.

"We wanted to create a space where women feel comfortable, where they can walk in and have an erotic inspiration," said Najorka.