Coco de Mer

Best Shame-Free Sex Shop, February 2007
Despite the initial greeting—shrubbery at the entryway in the shape of male genitalia—an experience at Coco de Mer is more liberating than mortifying. A smiling staff helps shoppers navigate through Japanese bondage outfits, volumes of erotica, and battery-operated gadgets of every size, if not limited shape. Everything is so playfully—indeed tastefully—displayed, you can easily forget you’re in XXX territory. While the Pleasure Chest in West Hollywood applies a department store approach to selling sex toys, Coco de Mer’s comfy boutique space and peekaboo fitting rooms make visitors feel more sexy than slutty.