The health and beauty retailer will stock Lovehoney and So Divine adult toys online and in a selection of bricks and mortar locations.

In a bid to “normalise sexual wellbeing” Boots will also be stocking a new range of vegan-friendly condoms by online condom subscription service Hanx and offering fertility support.

Ava Women – a device worn when you sleep that detects your fertile window – is available in over 400 Boots stores and Ferti-lily – a conception cup that helps increase your chances of getting pregnant can be purchased online at Boots.com