World-Famous HEX Condoms Launch in The Netherlands

By on July 26, 2017

LELO today proudly announced the launch of its global bestselling condoms, HEX Original, in the Netherlands. LELO has partnered with Etos, one of the biggest Dutch retailers, to ensure that the revolutionary condoms will now appear in 550 stores countrywide.

It has taken HEX only a year to arrive in the Netherlands after its spectacular US launch in the Summer of 2016. The condom quickly smashed crowdfunding records and was met with immediate popularity, both for its unique design and the bold way it was marketed. HEX had revolutionized the condom industry before it had even hit the shelves, and now, with its partnership with Etos, it is one-step closer to total domination.

The popularity is thanks to the innovation HEX represents – the first and only innovation in condom design for decades. In the face of the worst rates of STI transmission in recorded history, LELO understood that to change people’s safe sex habits for the better, they would have to change public opinion of condoms. And the best way to do that was to change the condom itself.

LELO re-engineered the structure of the latex itself, so that the HEX condom is composed of 350 individual hexagonal cells – hence the name. This patented and never-before-seen structure allows HEX to be one of the thinnest condoms on the market, without compromising on strength.

That scientific approach to the condom has lead to almost 13 million HEX condoms sold since they were introduced. Put another way, since June 2016, a HEX condom has been sold every 3 seconds.

The Netherlands joins 113 countries to stock HEX, and with a reputation for being amongst the first to embrace innovation, the re-engineered condom is certain to flourish there.

LELO CMO Steve Thomson said: “It’s great to see how the customers and retailers alike are clamoring to get their hands on HEX™. For most of the world this feel like a sudden and overnight transformation of the condom industry, but we at LELO had been working on this for seven years before it even hit the shelves. We’re not surprised at its success, but that doesn’t make us any less proud of it. Once people try HEX, and feel the difference for themselves, they’re not going back to ordinary condoms again!”

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