Lululemon Executive Enters Sex Toy Industry

In the business world, stories of changing lanes are not uncommon, but Natalie Westlake’s transformation is particularly striking. Not only did she leave her executive position at Lululemon, she also boldly jumped into the sex toy industry and founded The 8850, a company that advocates for sustainability in the field of sexual health and pleasure.

Natalie Westlake Photo by: Canadian Business

Natalie Westlake, from Toronto, Canada, has already made it big in the Lululemon business world. It took her nearly 20 years to go from sales assistant to director of Lululemon North America. However, there was always a fire burning in her heart that wasn’t satisfied with the status quo. She used to proudly tell people about her job, but now her answers are more thoughtful: “I’ve trained myself to accurately answer the question ‘I sell sex toys.’”

In spring 2021, with her commitment to sustainability and quality, she left Lululemon and launched The 8850, an online sex toy and wellness store focused on providing high-quality, sustainable sex products.

In 2004, Natalie, then 29, joined Lululemon as a sales associate, what the company calls an “educator.” At the time, Lululemon was still a privately held company with no more than a thousand employees and only a few dozen stores. She immersed herself in the company’s culture and work philosophy, declaring, “My work is my faith.” Not only did she complete the company’s employee personal development plan, she also read all the recommended related books to fully immerse herself in Lululemon. the world.

At Lululemon, Natalie was responsible for creating several community-building initiatives, including annual summits, 10K runs, and entering the footwear market with the launch of Blissfeel running shoes. Her life has been filled with high growth, rapid learning and expansion. She has managed, hired, fired, trained, operated, built and expanded stores across North America. “I loved every minute of it,” she said. Today, Lululemon is a publicly traded company valued at approximately $41.5 billion, with more than 570 stores worldwide.

However, during a leisurely moment in 2020, Natalie read a Wired article discussing the growth and lack of regulation of the global sex toy industry. It sparked her passion for a new field. She realized she could combine her entrepreneurial talents and commitment to sustainability to make a difference in the sexual health space.

It was with this vision in mind that Natalie started her new business. She didn’t leave Lululemon right away, but after a year, she realized that if she wanted The 8850 to thrive, she had to put her heart and soul into it. So she took courage, left Lululemon, and launched The 8850 with several partners in April 2022. The company’s name is inspired by the altitude of Mount Everest, at 28,000 feet, symbolizing her quest for high goals.

Photos of The 8850 Sex Toy Store by: The 8850

The 8850’s curated product line includes Lora DiCarlo vibrators, Jems condoms, Dame sex serums, and Wednesday Company Sex earplugs. Each product embodies high quality, fashion, sleek design, and the promise of environmental sustainability. However, Natalie soon discovered that the marketing strategies of sexual wellness brands were completely different from her experience with Lululemon. At Lululemon, she attracted customers with large ads containing sexual provocations, but at The 8850, because it sells sex toys, she had to deal with Canada’s strict advertising regulations, which restrict advertising for sexual health products.

In the face of these challenges, Natalie has not backed down. She has filed multiple appeals, calling on Google to change its advertising policies due to its inconsistent and differential treatment of sex toys and to allow the promotion of sexual health companies and safe products. She also hopes that by creating the “Sexdex” scale, consumers will be more aware of the performance, social responsibility, environmental impact and transparency of sex products, so they can choose products that align with their own values.

Photos of eco-friendly and biodegradable sex toys sold by The 8850 come from: The 8850

Store 8850 is working with Canadian online marketing agency Traffic Junky to engage with manufacturers via Instagram Live, bypassing the platform’s restrictions on “sexually sensitive” products. The company’s website attracts thousands of visitors each month, and its Lora DiCarlo products are nearly sold out, a testament to Westlake’s efforts.

Over time, Westlake has come to appreciate her new role as a sex toy advocate and supplier. She says, “I know it’s going to take some time to adjust to this, and I’m looking forward to it. When I step into this new role now, I’ll be just as passionate and energetic. Her story is a reminder to all of those out there.” who desire change and pursue The inspiration of passionate people proves that no matter what field you’re in, as long as you have determination and an innovative spirit, you can find your own path to success.

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