Adult Shop

What Adult Shop does

Adult Shop is an Australian retailer of adult products, operating a dual-channel model that combines an e-commerce marketplace at adultshop.com.au with 16 physical retail stores concentrated in Western Australia and Tasmania. The company is operated by GT Safro Pty Ltd, a privately-held Australian proprietary company founded in 1999 and headquartered in Perth. Its product catalogue spans sex toys, lingerie, lubricants, bondage gear, and sexual wellness items, priced from approximately $3.95 to $249.95, and is stocked alongside recognised international brands including Womanizer, We-Vibe, Lovense, LELO, and Playboy Pleasure, as well as an in-house AdultShop-branded line of lubricant and toy cleaner.

The business serves adult consumers across Australia through nationwide shipping with same-day dispatch and free express delivery on orders over $59. Checkout supports standard card payment, PayPal, Google Pay, Apple Pay, and buy-now-pay-later services including Zip and Afterpay. Order fulfilment is handled from its Perth base, with a workforce reported in the 11–50 employee range and no disclosed external funding or institutional backing.

Adult Shop is a privately-held, founder/family-operated retailer with no disclosed external capital, M&A activity, partnerships beyond standard vendor and payment-processor relationships, or stated plans for geographic expansion beyond Australia. Its principal structural assets are the longevity of the Adult Shop brand (over 25 years in market), the regional density of its physical retail footprint in WA and Tasmania, and a stable catalogue-based e-commerce platform serving a broad consumer base.

Name

Adult Shop

Legal name

GT Safro Pty Ltd

Website

https://adultshop.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Adult Shop is an Australian online and physical retailer of adult products including sex toys, lingerie, lubricants, and bondage gear, operating 16 retail stores in Western Australia and Tasmania with nationwide e-commerce delivery.

Ownership category

akta.pro rank

Product category

Adult Products Retail

NAICS

Hobby, Toy, and Game Retailers (45912), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sexual Wellness & Intimacy Products DTC (CRAFACAM)

akta.pro secondary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Adult products retail
• Sex toys online
• Lingerie shop
• Sexual wellness
• Adult novelties

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Direct retail sales of adult products including sex toys, lubricants, bondage gear, lingerie, and novelties. Revenue generated through one-time product transactions across multiple categories.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Adult Shop is an Australian retailer that sells adult sex toys, lubricants, bondage gear, lingerie, sexual wellness products, novelties and games, and sex furniture both online and through 16 physical store locations. The company carries third-party premium brands (Lovense, Le Wand, b-Vibe, Womanizer, CalExotics, LELO, We-Vibe, Playboy Pleasure) and its own private-label AdultShop line of lubricants and toy cleaners. Customers shop via the adultshop.com.au e-commerce storefront with nationwide shipping or in person at retail showrooms in Western Australia and Tasmania.

Product overview

AdultShop operates as an Australian e-commerce retailer specializing in adult products. The business offers a diverse portfolio of adult sex toys, intimate accessories, and sexual wellness products. Core product categories include Sex Toys (encompassing men's, women's, vibrators, dildos, strap-ons, and anal products), Lubricants (silicone, water-based, hybrid, flavoured varieties), Pleasure Oils and Sprays, Sexual Wellness products (dilators, Kegel balls, arousal supplements), Essentials (condoms, toy cleaners, batteries), Bondage Gear (restraints, impact items, BDSM accessories), Lingerie (women's and men's intimate apparel), Novelties & Games (adult party games, celebration items), and Sex Furniture & Machines (swings, sex machines, position enhancers). The company carries both third-party branded products (including Lovense, Le Wand, b-Vibe, CalExotics, Womanizer) and its own private-label AdultShop branded products such as water-based lubricants and foaming toy cleaners. The store features new arrivals, best sellers, and clearance sections, along with in-store shopping options across 16 Australian locations. Shipping is available throughout Australia with free express shipping over $59 AUD.

Differentiator

Problem solved

Functional benefit

Products and services

• Sex Toys A core product category covering adult sex toys for men (prostate stimulators, cock rings, masturbators, penis pumps, fleshlights), women (vibrating eggs, Kegel balls, clitoral pumps), vibrators (rabbit, wand, air pulse, thrusting), dildos (realistic, glass, metal, fantasy), strap-ons, and anal toys, sold to adult consumers in Australia.
• Lubricants Personal lubricants sold to adult consumers, including silicone-based, water-based, hybrid, flavoured, anal-specific, fisting, and stimulating varieties.
• Pleasure Oils, Gels & Sprays Intimate enhancement products including arousal oils and gels, massage oils, massage candles, delay and desensitising sprays, pheromone sprays, and vaginal tightening products, sold to adult consumers.
• Sexual Wellness Sexual health and wellness products including vaginal dilators, vaginal moisturisers, Kegel balls, arousal supplements, body forms/silicone bodysuits, and period care products, sold to adult consumers.
• Essentials Basic accessories including condoms, toy storage, toy cleaners, anal hygiene products (douches, enema kits), batteries, and renew powders, sold to adult consumers.
• Bondage Gear BDSM and bondage equipment including blindfolds, masks, gags, restraints (handcuffs, ankle cuffs, ropes, kits), impact items (crops, paddles, floggers), chastity devices, and nipple play products, sold to adult consumers.
• Women's Lingerie Intimate apparel for women including babydolls, chemises, stockings, garters, bras, panties, teddies, bodysuits, body harnesses, bustiers, corsets, and sexy clothing, sold to adult consumers.
• Men's Lingerie Intimate apparel for men including G-strings, body harnesses, briefs, jockstraps, and sexy clothing, sold to adult consumers.
• Novelties & Games Adult party games and novelty items including shower products, plushies, confectionery, face and body jewels, moulding kits, and celebration items for hens and bucks nights, sold to adult consumers.
• Sex Furniture & Machines Specialised furniture and mechanical devices including sex swings, slings, position enhancers, sex machines, and sex blankets, sold to adult consumers.
• AdultShop Water Based Lubricant Private-label 60ml water-based lubricant sold under the AdultShop brand to adult consumers.
• AdultShop Foaming Toy Cleaner Private-label 50ml foaming cleaner designed for cleaning sex toys, sold under the AdultShop brand to adult consumers.
• Lovense Fizz Air Pulse Vibrator App-controlled air pulse vibrator with dual-head design, remote control capability and smartphone connectivity for customisable pulse patterns, sold to adult consumers.
• Le Wand Hither Rocking Rabbit Vibrator Rocking-motion rabbit vibrator providing dual clitoral and internal stimulation, sold to adult consumers.
• b-Vibe Inflatable Anal Plug with Hand Pump Inflatable anal plug with hand pump allowing adjustable sizing during use, sold to adult consumers.
• b-Vibe 6.5 Inch Vibing Beads Vibrating anal beads with 6.5 inch insertable length, sold to adult consumers.
• b-Vibe Light Up & Vibrating Butt Plug LED light-up vibrating anal plug combining visual and vibration stimulation, sold to adult consumers.
• CalExotics Overdrive Remote Control Sex Machine Remote-controlled waterproof thrusting sex machine for automated stimulation, sold to adult consumers.
• Womanizer Marilyn Monroe Special Edition Limited edition air pulse clitoral stimulator featuring Marilyn Monroe branding, sold to adult consumers.
• Svibe Snail Jovi Couples Cock Ring Best-selling couples cock ring featuring snail vibration design and app connectivity for partnered play, sold to adult consumers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor.

• WomanizerminorOthersPremium sex toy brand sold through the Adult Shop retail platform. Featured in the Shop by Brand section of the website.
• We-VibeminorOthersCouples and app-controlled sex toy brand. Products featured in brand partnerships section.
• LovenseminorOthersApp-controlled sex toy brand known for remote-controlled and long-distance toys. Featured brand partner.
• LELOminorOthersLuxury sex toy brand sold through the Adult Shop platform. Featured in brand partnerships.
• Playboy PleasureminorOthersLicensed Playboy-branded adult products. Featured brand partnership and promotional content.
• ZipminorOthersBuy-now-pay-later payment service provider enabling installment payments for customers.
• AfterpayminorOthersBuy-now-pay-later payment option allowing customers to pay in installments.

Scale indicators2 records

Recent moves1 record

Expansion highlights2 records

Direct peers

• Adam & Eve: Large US-based adult retailer offering a broad catalogue of sex toys, lingerie, bondage and novelties online. Closely comparable on product breadth, brand portfolio and pure-play adult e-commerce positioning.
• PinkCherry: Canadian adult retailer operating a large online catalogue of sex toys, lingerie and sexual wellness products. Comparable on multi-category assortment, premium-brand curation and direct-to-consumer focus.
• Babeland: Adult retailer and sexual wellness brand known for curated sex toys and educational content. Comparable on premium-product assortment and consumer-education-led merchandising strategy.
• The Pleasure Chest: US adult retailer combining physical storefronts with e-commerce across a broad sex toy and wellness catalogue. Closely comparable omnichannel adult-retail operating model.
• Sexyland: Australian adult retailer operating both physical stores and e-commerce across similar product categories. Directly comparable omnichannel adult retail model within the same domestic market.
• Naughty Boy: Australian adult retailer offering a similar multi-category catalogue of sex toys, lingerie and novelties online. Closely comparable on geography, product mix and DTC-first model.
• Lovehoney: Australian-founded global DTC adult retailer offering sex toys, lingerie and sexual wellness products online. Direct peer across product category, customer base (Australian consumers) and direct-to-consumer business model, but at materially larger scale and international reach.
• Honey Birdette: Australian-born premium lingerie and sexual wellness brand operating DTC and physical boutiques. Directly comparable on lingerie assortment, premium positioning and Australian omnichannel presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AdultShopcom
• Instagraminstagram.com/adultshopcom

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 Adult Shop