See the humble beginnings of the world's favorite intimate lifestyle company, from a Stockholm living room to the global sensation it is today.
The LELO story begins in 2003 in Stockholm’s Stureplan district, where engineer Filip Sedic and designers Eric Kalen and Carl Magnusson met to embark on a near-impossible task; finding a 40th birthday gift for a woman who had it all.
Intending to surprise their friend with a sex toy, their search through the streets of Stockholm revealed a plethora of products that were tacky at best – and unhealthy at worst.
With the hindsight of what followed, few failed shopping trips have yielded such amazing results.
The Stureplan district is home to Stockholm’s trendiest clubs and restaurants, where the country’s brightest minds in art and design gather to discuss and collaborate on projects. It was also the location of the apartment where the very first LELOs were assembled.
Shot of the first concept for Sedic, Kalen and Magnusson’s pleasure project, then known as Volonte. Although it never made it to market, LELO’s design language of sleek minimalism was clear right from the beginning.
Leaving their jobs to work on LELO full-time, the trio agreed to base everything on the concept that intimate items designed for women should be designed with women in mind.
Seeing an opportunity that needed to be grasped, Sedic, Kalen and Magnusson began sketching out the plans for LELO, sculpting the first products and setting the foundations for how it would forge its way in the future.
Shot of the initial clay model of what would become the LILY personal massager, taken in 2003. Every potential LELO is sketched and fashioned in clay before being selected for production.
Everything from battery and motor placement to quality testing and initial packaging concepts were sketched out in Sedic’s notebooks. Seen here are original sketches which remain in LELO’s Stockholm HQ.
Shot of the original mould for personal massager LILY, which produced the very first 18 prototypes. LILY has since gone through a number of upgrades including increased power and reduced noise-levels, but the original form continues to sell strongly in retail stores worldwide.
Work began with the first designs assembled in Sedic’s living room. These new “Pleasure Objects”, so called to mark the difference with the sex toys that came before, were passed to mothers, wives and girlfriends who each responded with immense enthusiasm.
It was confirmed: IDA and LILY would be the first LELOs to hit the store shelves, as the LELO concept was turned to reality.
Images taken from the first photo shoot for personal massagers IDA and LILY. Their sleek and unique designs caught the eyes of many, and their body-safe materials and rechargeable batteries – a first in sex toys – endeared them to many more.
As demand grew in high-end boutiques across Europe, the trio decided to attend the company’s first international trade show in Las Vegas.
Word quickly spread through the convention hall about ‘the Swedes with the sexy new toys’, and what started as a slow trickle of visitors to LELO’s booth, soon became a line over 200 meters long.
It was the moment that Sedic, Kalen and Magnusson realized LELO was to become something truly special; and that profound sense of excitement continues to this day.
Shots from LELO’s early trade fair appearances from 2004-2006. At the time, the very concept of a luxury sex toys was entirely unique, and everyone at LELO takes great pride in working for a company that transformed an entire industry.
Shot of Pleasure Object YVA, LELO’s first massager cast in 24-Karat gold. Two years in the making, it stands as the world’s first ultra-luxury intimate item, retailing at 6,000USD. It also represents the value LELO instills in each and every product, as the designers and engineers strive to offer the premium personal massagers in the world today.
Today LELO has a full portfolio that ranges from personal massagers through to bedroom accessories and intimate silk apparel. As we celebrate our 10 Year Anniversary, we wish to thank everyone who has made the LELO success story a reality.
From the 25,000 retailers who stock LELO products, to the millions of proud LELO owners, none of these achievements would have been possible without our many loyal customers worldwide.
Thank you for reading and we invite you to continue browsing the latest items in our luxurious portfolio.