Cake slices into new capital as it expands sexual wellness product placement • TechCrunch

Sexual health brand name Cake recently is expanding its item positioning in a few major stores, including brand new area in CVS shops, since it announces $8 million in brand new show A money.

We final profiled Dessert in April whenever its distinct lubricants, condoms, toys and intimate hygiene items made its first in Target and took in $2.5 million in connection funding. The organization now has five items available places also Amazon, Thrive market and

The business expanded 200per cent 12 months over 12 months between 2021 and 2022. Four of its items are now in CVS, including Tush Cush, So-Low cream, Buzzy Butt and Stroker. Cake can also be doubling its item SKUs in Walmart, going from four to 11 SKUs, the business stated.

The intimate health marketplace is big company now, the maximum amount of for the stigma around it offers eroded lately. Industry is anticipated to achieve $125.1 billion by 2026, up from $67.4 million in 2019 and growing 12per cent each year, in accordance with KBV analysis.

As an effect, Cake just isn’t alone in attracting investment capital. Including, the other day, Dame goods raised $7 million because of its distinct vibrators and serums. In 2020, Barcelona-based Emjoy raised $3 million because of its “sex-positive registration sound content.”

Meanwhile, Silas Capital led Cake’s brand new investment, which provides the business over $16 million as a whole money currently. Silas had been accompanied by its current investors, including Lerer Hippeau, Selva Ventures, Bullish and Finn Capital Partners.

The brand new money will likely be concentrated into continued retail expansion and item innovation, Hunter Morris, co-founder and CEO of Cake, told TechCrunch. The organization additionally induced Dollar Shave Club’s previous Chief Innovation Officer Fadi Mourad to go up item innovation, and previous SmartyPants administrator Christina Komen to lead retail product sales.

“We are powered by a recurring theme of placing intercourse in arm’s reach,” Morris stated. “Retail happens to be type to united states, and expansion happens to be quicker than expected. Once we have more clear in the Cake customers, our company is determining in which they store and gonna those places. We can’t enter details now, but we’ll have brand new, exciting store which will be holding Cake in 2022 and 2023.”

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