Evine Live, the Eden Prairie-based home shopping network, is probably best known for selling Invicta watches and its partnership with the Beekman Boys.
The company — in the midst of another turnaround effort to reverse declines in sales and profits — has now identified what it sees as a fertile frontier to attract new viewers: selling sex toys on TV.
While some late-night TV infomercials have featured adult-intimacy products in the last few years, "Evine After Dark" appears to mark the first time a home-shopping network has sold such products, said Evine's chief marketing officer, Nicole Ostoya.
"We're pioneers in this space," Ostoya said. "I don't believe any other shopping channels have been brave enough to tackle this subject."
The products are featured in a two-hour show that runs once a month late at night.
Ostoya said Evine wanted to provide a place for women and men to ask questions and to learn about various products that they want in a more comfortable environment than going to an adult store.
"They [are] able to get good information in the privacy of their home," she said. "It's really important to us that this is not salacious. This is very sex-positive. This is about education."
The series premiered in September. In the first three episodes, Evine tested the waters with products such as massage oils, candles and sexy lingerie. With the fourth show, it took it a step further by featuring personal massagers.