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Good Vibrations Acquires Rival US Sex Toy Retailer Babeland

By on July 26, 2017

Sex toy and novelty retailer Good Vibrations today said it has acquired rival retail chain and online store Babeland.

Terms of the deal, which is expected to close early next month, were not disclosed by the two companies. Babeland is expected to retain its name and brand identity.

Babeland started up in 1993 as a Seattle brick-and-mortar retailer called Toys in Babeland, founded by Rachel Venning and Claire Cavanah in response to the lack of women-friendly sex shops in the Northwest city.

Babeland currently operates the Seattle store at 7th Ave. and Pike St., along with three in New York City — in Brooklyn, Lower East Site and SoHo. It also operates the Babeland.com online store.

Good Vibrations, founded in 1977 in San Francisco, operates nine stores in five cities, including some in New York, as well as the GoodVibes.com online store.

Both brands will remain intact and continue to serve their respective communities and locations “while combined efficiencies will help both brands grow successfully and create a larger retail imprint,” said Jackie Rednour-Bruckman, executive vice president of Good Vibrations.

“Promoting sexual health and pleasure has been at the core of Good Vibrations and Babeland for decades,” Rednour-Bruckman said. “This acquisition represents a powerful synergy where both brands can grow successfully and fulfill the founder’s visions of a more sex positive world.”

With the acquisition, Babeland’s founders will step down and move on to other pursuits.

Venning said, “It’s been a joy and an adventure to start and grow Babeland. I have enormous gratitude for all the customers, staff and community that have been part of this. I’m ready for a new adventure.”

“Having Good Vibrations take over makes it easier to let go because we share so many of the same feminist values,” she said.

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