A Grantham sex shop says people's attitudes towards their store have changed massively since the company started up 20 years ago.
Bosses say 50 Shades of Grey and others like it have revolutionised the bedroom habits of British people and the store has gone from strength to strength.
Pulse and Cocktails is known by many as 'the sex shop on the A1', and you can't miss the huge signs on the former McDonald's store as you drive down the road.
The store recently had its licence renewed at a South Kesteven District Council meeting on April 15.
Employee Graham Kidd says things have changed dramatically since the shop opened seven years ago.
He said: "For us, the biggest change has been the amount of couples in the stores.
"Women have always felt comfortable shopping at Ann Summers but guys feel sometimes a little intimidated in a high street store."
It seems the location - away from town, away from people you know - makes people feel less anxious about a visit.
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"We find the discreet main road locations such as the A1 store at Grantham give couples the confidence to visit the store together," he said.
"Also there are the benefits the vast range of stock a shop of our size allows us to carry.
"The store is much busier now than when we first opened. It takes time for any business to be established.
"Everyone knows of the sex shop on the A1 but it takes time for customers to decide to visit, often when they have spoken to someone who has visited the store who has enthused about what a nice upmarket shop it is."
He says customers are far more open now - although British attitudes linger.
"We have been in business 20 years and have seen a massive change in attitudes from when we opened our first store in Rotherham," he said.
"Customers are far more open now and very likely to recommend our stores to friends and family and also specific products. This would not have happened 10-15 years ago.
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"There still is a bit of stigma, as we are British after all.
"This is very silly. When most people own a sex toy, we think this is the reason why our roadside stores are so popular.
"Embarrassed customers have total anonymity and are often a long way from home and unlikely to bump into their neighbour whilst shopping in the store.
"Some customers have gone online but many are coming back to large professional stores like ours where they can receive proper advice and handle the products.
"50 Shades of Grey has revolutionised the bedroom habits of millions of couples in the UK, giving them the confidence to experiment in areas they would never have imagined before the film.
"Experimentation is healthy and keeps excitement in a relationship. We can't wait for the second film next year."
There aren't many stores that are found by the side of the A1, but the location is ideal for Pulse and Cocktails.
Mr Kidd said: "Being off a major road works a treat for us.
"It gives us the size of store which is perfect for our business with plenty of discreet car parking.
"It is self-advertising, easy to find and creates an opportunity for many people to shop when they are off away from home, maybe on a weekend away. Many customers have pre-planned a visit to our store as the start of a romantic weekend away.
"We have no average customers. Our customer profile is that of Asda or Tesco.
"We see people from every walk of life from 18 -90. Our average customer profile is between 25 and 55, with a 50/50 split between men and women.
"The great thing for us is we do not attract problem customers or the perceived men in a raincoat type. We think this is because our stores are so bright and bold and completely non-seedy.
"Michaela is our shop manager and has worked for us since before the store opened.
"She was the manager on the high street store in the centre of Grantham.
"She loves her job and the customers she meets, she has said it's so rewarding helping customers choose toys that will fulfill their needs or recommending a product to someone who has a problem.
"Very few jobs give the satisfaction our staff get when a customer whose relationship has hit the rocks and is close to breaking up has had their sex life regenerated and life transformed.
"We have a fantastic motto across our company: 'couples who play together stay together.'"
Pulse and Cocktail's five most popular items:
- Male Herbal Stamina Tablets
- Duo Vibe (a couples toy)
- Rechargeable Rabbit Vibrator
- Love Lubricant
- Hand Cuffs