Passage du désir

At 37 rue de la Champmeslé, right in the heart of Rouen, Passage du Désir set up shop in September 2024. It's the brand's nineteenth store in France, and it claims a clear positioning: being a sort of Sephora of sex, fun and free of hang ups, far from the dim and slightly awkward sex shops we sometimes still picture.

An uninhibited boutique

Here there's no blurred out window display or seedy vibe. The place speaks to couples and singles alike, and the staff are trained to talk about intimate products with a light touch, without judgment and without making anyone feel uncomfortable. You can come alone, as a couple, out of curiosity or just to browse, the welcome stays the same.

What you'll find there

The selection revolves around intimate wellness: care products, pleasure accessories like vibrating eggs, and a range designed to stay approachable even for someone who's never set foot in this kind of shop. The brand made a clear choice: no explicit content or hyper realistic products on the shelves, the idea is to stay playful rather than crude.

Practical info

The shop is open Monday to Saturday from 10am to 7:30pm, closed on Sundays. A click and collect service lets you book online and pick up your order in store within two hours, handy if you'd rather skip waiting around the aisles and move fast. The Purple Club loyalty program and free gift wrapping are available for every occasion, whether it's a purchase for yourself or a gift for someone else. Note that the venue isn't listed as wheelchair accessible.

What regulars say

Feedback highlights this light hearted, judgment free approach, with a welcome described as friendly and professional. Experiences vary a bit from one visit to the next, but the overall atmosphere and the tone used by the staff often come up as the address's strong points.