High Street chemist Boots has said it is considering selling sex toys at most of its nationwide stores.
The store is said to be aiming to attract more women
Analysts say the aim of the move is to strengthen sales among women - the store's key customers.
Condom maker Durex - which also makes sex toys - is in discussion with Boots over possibly providing the toys in time for Christmas.
Garry Watts, chief executive of Durex's parent company SSL, said Boots was simply picking up on a modern trend.
"People are becoming...more open-minded. Products to help people have a healthy and happy love life are much more normal," he said.
"It is right and proper we should be bringing them to the market via those channels."
Boots has said the discussions with SSL are still at an early stage.
The announcement comes as Boots has said it will stop offering some dental services.
The firm has recently been targeted by supermarket chains hoping to take away traditional Boots custom.