By Peter Berton

SEATTLE – For the past 20 years, iconic sex shop Babeland has peddled pleasure by offering adult toys in an upbeat, sex-positive environment. Founded by Claire Cavanah and Rachel Venning, who still own and operate the company, what once constituted a single store now encompasses a bi-coastal chain of four retail establishments.

Prior to Babeland’s debut, finding sex toys in Seattle required trips to XXX retailers that were less-than-appealing for a variety of reasons. Adding insult to injury, most were not well-stocked.

“Just trying to find a decent bottle of personal moisturizer was a trying experience,” said spokeswomen Pamela Doan.

Cavanah and Venning set about creating a warm, inviting atmosphere that would put women, in particular, at ease.

“Our goal is to get a vibrator on every bedside table,” Cavanah told Cosmopolitan soon after the first store opened.“We want to take the shame out of sex and bring it out into the open in a way that’s more earnest and encouraging. I think of sexual pleasure as a birthright.”

Twenty years later, vibrators remain Babeland’s best sellers, albeit with sleeker, more high-tech designs.

In celebration of two decades of pleasure, Babeland will host a thank-you party at its original store on Sept. 19. Venning, Cavanah and a host of “local sexlebrities” will be on hand for a night of entertainment, food, prizes and revelry. RSVPs are requested.

“The Babeland Vulva [the company’s mascot] will be dishing out our top sex tips and posing for photos all night,” Doan said. “There will be gifts for the first 50 guests, and one lucky attendee will win a $250 gift bag of Babeland’s best sex toys.”

“Babeland’s best sex toys” also perform well for affiliates, she added, especially with the 15-percent anniversary discount and free UPS Ground shipping Babeland offers online shoppers. The company’s affiliate program pays a 20-percent revenue share.