What Peekay Boutiques Inc. does

Peekay Boutiques Inc., doing business as Lovers, is a privately held omnichannel specialty retailer of adult sexual wellness products founded in 1981 by Phyllis Heppenstall and headquartered in Auburn, Washington. The company operates 40 physical adult retail stores across five US states alongside a direct-to-consumer e-commerce platform at loversstores.com that ships throughout the United States (excluding Alabama and US territories) and Canada, and supports buy-online-pickup-in-store (BOPIS). Its catalog spans approximately 1,497 SKUs across vibrators, dildos, anal toys, lingerie, BDSM and bondage equipment, lubricants, sexual wellness products, bath and body items, and gifts/novelty products, mixing third-party premium brands (We-Vibe, LELO, Lovense, Womanizer, b-Vibe, Aneros) with the company's own Lovers Exclusives private-label line.

The company's revenue model is straightforward unit-based retail: products are priced from approximately $14.50 to $1,399.99, with free ground shipping on orders above $69 and Klarna pay-later financing available. A loyalty program (Lovers Afterglow Rewards) issues 100 points per dollar spent plus a 10,000-point new-member bonus, and an affiliate program plus SMS Text Club support acquisition. Target customers are individual consumers and couples across women, men, LGBTQIA+, beginner, and experienced user segments, served without subscription or recurring contracts.

Underlying technology is described as a standard e-commerce platform with conventional retail inventory management and discrete shipping infrastructure rather than any proprietary system. The company invests in marketing across content (educational blog), organic social (Facebook, X, Instagram, YouTube), email, SMS, and affiliate channels, and operates a "Feel Good Do Good Give Good" charitable campaign supporting 501c3 non-profits including the Transgender Law Center. No AI/ML, proprietary technology stack, or disclosed funding rounds appear in the source material.

Name

Peekay Boutiques Inc.

Legal name

Lovers

Website

https://loversstores.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

51–100 employees

Short description

Peekay Boutiques Inc. (DBA Lovers) is a privately held omnichannel adult sexual wellness retailer founded in 1981, operating 40 physical stores across five US states plus an e-commerce platform (loversstores.com) shipping to the US and Canada and serving individual consumers and couples.

Ownership category

akta.pro rank

Product category

Adult Sexual Wellness Retail

NAICS

Other Health and Personal Care Retailers (45619), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Variety Stores (5331)

akta.pro primary industry

Novelty & Humor Gifts Retail (CRALAJAB)

akta.pro secondary industries

Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Adult retail stores
• Sexual wellness products
• Sex toy ecommerce
• Lingerie apparel
• BDSM accessories

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Product Sales: Retail sale of adult sexual wellness products including sex toys, vibrators, dildos, BDSM equipment, lingerie, lube and sexual wellness products. One-time purchase model for individual products with no subscription mentioned.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Peekay Boutiques Inc., operating under the brand "Lovers," is an omnichannel adult sexual wellness retailer selling vibrators, dildos, anal toys, lingerie, BDSM/bondage gear, lubricants, bath and body items, and gift/novelty products. The company runs 40 physical retail stores across five U.S. states and the loversstores.com e-commerce site, shipping discrete-packaged orders across the U.S. (excluding Alabama and U.S. territories) and Canada.

Product overview

Lovers is an omnichannel adult sexual wellness retailer operating 40+ physical stores across five states with a comprehensive e-commerce platform. The company was founded in 1981 and offers a curated selection of sex toys, vibrators, dildos, anal products, lingerie, BDSM equipment, lubricants, and sexual wellness products. Their product portfolio includes both third-party branded items (We-Vibe, LELO, Lovense, Womanizer) and Lovers Exclusives private-label products. The company also operates a loyalty program (Afterglow Rewards) and provides sexual education content through blog articles.

Differentiator

Problem solved

Functional benefit

Products and services

• Vibrators Catalog of vibrators including bullet, rabbit, wand, suction/G-spot, thruster, grinding, finger, classic, clit, beginner, panty, remote-controlled, and app-controlled variants. Carries brands such as We-Vibe, Womanizer, Magic Wand, and Lovers Exclusives, aimed at solo, couples, and LGBTQIA+ buyers.
• Dildos Dildo assortment covering realistic, non-realistic, vibrating, double-ended, glass, suction-cup, large, anal, fantasy, and strapless styles, plus harnesses for strap-on play. Includes Lovers Realistic Exclusive Dildos private-label line in silicone, glass, and metal materials.
• Anal Sex Toys Anal toy collection including butt plugs, anal beads, training kits, prostate toys and massagers, plus douches and enemas. Features brands such as b-Vibe, We-Vibe, Aneros, and Lovers Exclusives, targeting beginners through advanced users and prostate-health seekers.
• Lingerie Lingerie and intimate apparel offering including bras and panties, baby dolls, teddies, chemises, bridal lingerie, dancer wear, bodystockings, hosiery, loungewear, crotchless lingerie, shoes, men's underwear, plus roleplay, festival, fantasy, and fetish wear.
• BDSM & Bondage BDSM and bondage gear including blindfolds, cock cages, impact-play items, collars, restraints, E-Stim devices, gags, clamps, sex swings, sex furniture, and sex machines. Sells to consumers interested in kink, fetish, and power-play experiences.
• Lubricants & Sexual Wellness Lubricants (water-, silicone-, hybrid-, flavored-, and oil-based) and sexual wellness items including anal relaxers, sensitizers, desensitizers, condoms, toy cleaners, and pheromones, supporting safer and more comfortable intimate use.
• Bath & Body Products Bath and body range featuring candles, lotions, massage oils, and pheromone fragrances intended to enhance intimate and sensory experiences.
• Gifts & Novelty Items Gift and novelty assortment including sex chocolates, candy, games, books, bachelorette and bridal gifts, self-care gifts, bestie gifts, digital gift cards, and curated luxury gifts at multiple price points.
• Lovers Exclusives Lovers-branded private-label line of vibrators, dildos, anal plugs, and sexual wellness products sold exclusively through Lovers stores and the Lovers e-commerce site.
• Gender Affirmation Products Products including chest binders and packers designed to support gender-affirming needs for transgender and non-binary customers.

Named customers4 records

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Transgender Law CenterminorOthersLovers supports Transgender Law Center through donations as part of the Feel Good Do Good Give Good campaign. Customers can add $1 donations to their orders to support this 501c3 non-profit organization.
• Various 501c3 Non-profits (3 causes)minorOthersLovers has committed over 12 months to supporting 3 different causes and 501c3 non-profits as part of their Feel Good Do Good Give Good campaign to raise awareness and funds for social causes related to sexual wellness and social change.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lovehoney: Major global online-first adult retailer now operating in the US. Comparable in product mix (vibrators, dildos, lingerie, BDSM), inclusive positioning, and curated premium-brand assortment; competes directly with Lovers' e-commerce offering.
• PinkCherry: Online adult retailer with a broad catalog across vibrators, lingerie, BDSM, and wellness. Comparable as a digital-first direct competitor to Lovers' e-commerce platform with overlapping brand partnerships and category coverage.
• Babeland: Pioneer boutique chain in sex-positive retail (now part of Dame). Shares Lovers' educational, inclusive, body-safe ethos and curated boutique positioning; comparable as a smaller-format boutique specialty adult retailer.
• Good Vibrations: Legacy adult boutique retailer combining physical stores with e-commerce. Closely comparable to Lovers on store-plus-online omnichannel model, sex-positive brand stance, and curated educational assortment.
• The Pleasure Chest: Multi-store boutique chain known for sex-education-forward retail. Closely comparable to Lovers' boutique-in-store experience, curated premium brand set, and emphasis on beginner-to-advanced customer education.
• Adam & Eve: One of the largest US adult retailers, dominant in online sex toys, lingerie, and sexual wellness. Comparable to Lovers via omnichannel breadth (catalog/online), same product categories, and similar mass-market positioning, though Adam & Eve is far larger and primarily online rather than store-driven.
• Honey's Place: Adult retailer offering a comparable catalog of vibrators, dildos, lingerie, and BDSM gear. Comparable wholesale-style breadth and consumer-facing retail positioning to Lovers.

Emerging players

• Dame Products: Premium DTC sex toy brand and acquirer of Babeland. Comparable as a curated premium brand carried by Lovers; competes more on brand than on retail scale, but represents the kind of digitally native challenger reshaping the category.
• LELO: Premium global sex toy and intimate wellness brand carried in Lovers' assortment. Comparable as a high-end brand partner; complementary in distribution but adjacent as a premium brand competitor in vibrators and couples products.

Regional players

• Climax Bookstore & Video: Regional multistore adult boutique chain. Comparable physical-store retail format and product mix; competes regionally rather than nationally with Lovers' larger geographic and digital footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/LoversStores
• YouTubeyoutube.com/channel/UCKyQhL802XZFM4do8g4FT7Q
• Facebookfacebook.com/profile.php?id=100090758497421
• Instagraminstagram.com/loversstores
• LinkedInlinkedin.com/company/peekay-inc-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peekay Boutiques Inc.