Lovelace is the new incarnation of Copenhagen’s famous erotic boutique, Lust, and Chloë Elvstam Johns, the daughter of one of the store’s founders, is the driving force behind the store’s rebirth.
“I was raised in a space where sexuality was celebrated, not shamed,” said Chloë Elvstam Johns. “Now I want to build on that legacy and create something bold, modern and beautifully inclusive.”
Founded in 1998 by Sabina Elvstam Johns and Rosa Lind, Lust centred women’s pleasure and empowerment at the heart of its offering at a time when female-focused adult retail was far from mainstream. Despite some financial difficulties, the business expanded during its early decades. However, it later faced the same harsh challenges as many other independent stores: the Covid-19 pandemic and the shift to digital shopping. In 2023, the brand and website were sold to a large Danish shopping mall.
Now 23-year-old Chloë has taken the reins and renamed the store Lovelace. The company said: “The name Lovelace speaks volumes: love, lust, liberation, and a wink to one of the world’s most iconic adult film stars. It represents a fresh, confident chapter in the store’s history – one driven by feminine strength, playful sex-positivity, and a commitment to helping everyone enjoy a more fulfilling love life.”
Chloë added: “I’m not just continuing a business – I’m continuing a movement. My mother taught me that pleasure is power, and that women deserve spaces that honour their desires without shame. Sexuality isn’t something to be whispered about. With Lovelace, we’re turning up the volume on joy, connection, and erotic freedom. We’re not selling toys – we’re selling confidence, exploration, and intimacy. And we’re doing it with heart, humour, and high standards.”
Sabina Elvstam Johns said: “When we started the shop in the late 1990s, we were two women with a wild idea and zero examples to follow. Now, seeing my daughter take this vision forward fills me with pride beyond words. The shop was born out of rebellion, love and laughter. It’s beautiful to see it reborn with the same fire – just in a new voice.”
The website shoplovelace.dk will launch soon.
