In a much publicised decision at the end of October, the struggling retailer, which recently reported pre-tax profits down 25%, said it was in talks to sell sex toys at its 1,400 stores next year.
However, according to a report today in the Financial Times, Boots is having second thoughts, prompting SSL International, which owns Durex, to look to other retailers.
The decision to stock the vibrators and other sex toys, which are branded as the Durex Play range, was hailed as a move to broaden its appeal to women, who are the core customer of the health and beauty retailer.
In other directions, the retailer has also introduced lines such as children's clothes in another effort to broaden appeal.
It is undertoood that the board of Boots is worried that stocking the Durex Play range could damage the Boots brand.
The decision by Boots was seen as a sign of how far the sex toy market has come in recent year.
The move by Boots was quickly followed by Debenhams, which said it was to introduce a range of sex toys. The collection went on sale at 10 Debenhams stores and online from November 22 and includes two vibrators and a "tickle stick" made by Tabooboo, which opened a concession in Selfridges earlier this year.
With Boots dithering, the way could now be open for rival Superdrug to sign a deal with SSL and tap into the increasingly lucrative market. Market leader Ann Summers says that sales of sex toys doubled to 2m units in the past year.
Ann Summers alone has 117 stores, and rival sex-toy chain Harmony has just opened a superstore on London's main shopping thoroughfare, Oxford Street.
Boots, which saw profits for the six months to September sink to 拢146.6m from 拢281.7m, is currently running an ad campaign starring the comedian Harry Hill promoting its Christmas catalogue, which is part of a series of ads backing the high street retailer's seasonal offering.
The Harry Hill campaign was recently named Turkey of the Week in 北京赛车pk10.
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