Aren't We Naughty

What Aren't We Naughty does

Aren't We Naughty is a privately held Canadian adult sexual wellness retailer founded in 1983, operating as an omnichannel business with 8 physical retail showrooms across Canada and a Shopify-powered e-commerce storefront shipping nationwide. Its assortment spans core categories including sex toys, vibrators, dildos, anal products, masturbators, lingerie, bondage gear, lubricants, and personal care items, sourced from both third-party brands (We-Vibe, Womanizer, Lovense, ROMP, Pillow Talk, Arcwave) and proprietary lines (Softies, PalmPower, BMS Factory/PowerBullet, Swan, NAKED ADDICTION). Customers across experience levels, from first-time buyers to advanced users, plus couples, are served via direct-to-consumer one-time purchases priced in CAD, with a free-shipping threshold of $59 CAD and a 10% first-time-customer code NAUGHTY10.

The business model is retail-led one-time product sales with no subscription or licensing component; revenue is generated through both online checkout and in-store purchases, with pricing spanning from under $20 CAD for entry-level items to over $1,400 CAD for premium sex machines. Marketing is primarily content-driven through SEO-optimized collection pages (For Her, For Him, Beginners, Experts, Couples, Anal, Vibrators, Dildos), an email newsletter, blog content including gift guides, and customer review social proof. Underlying technology is a standard Shopify e-commerce platform with PCI DSS compliant payment processing; the website is bilingual (English/French) consistent with Canadian consumer expectations, and shipping is restricted to Canada only.

No revenue, headcount, funding, ownership, or management information is disclosed. The company does not appear to have raised institutional capital, does not disclose financials, and shows no patents, awards, regulatory actions, M&A, or leadership changes in the source material. Key strategic signals include continued expansion of proprietary house brands, inclusion of app-connected premium brands such as Lovense and We-Vibe, and curated beginner-focused merchandising aimed at reducing new-customer friction in a discreet-purchase category.

Name

Aren't We Naughty

Legal name

Aren't We Naughty

Website

https://arentwenaughty.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Aren't We Naughty is a privately held Canadian adult sexual wellness retailer founded in 1983, operating 8 retail showrooms and a Shopify-powered e-commerce storefront across Canada selling sex toys, lingerie, and related products to individual consumers and couples.

Ownership category

akta.pro rank

Product category

Adult Sexual Wellness Retail

NAICS

Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sexual Wellness & Intimacy Products DTC (CRAFACAM)

akta.pro secondary industry

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

Keywords

• Adult novelty retail
• Sexual wellness products
• Lingerie retail
• Discreet shipping ecommerce
• Adult toys online

Headquarters

HQ city

Various Cities

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Direct retail sales of adult toys, lingerie, lubricants, and related products to consumers through both online and physical store channels. Revenue generated from one-time product purchases with prices ranging from budget to premium segments.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Aren't We Naughty is a Canadian adult sexual wellness retailer selling sex toys, vibrators, dildos, anal products, masturbators, lingerie, bondage gear, lubricants, and personal care items through a Shopify-powered online store and 8 physical retail locations. The company carries third-party brands such as We-Vibe, Womanizer, Lovense, and Pillow Talk alongside proprietary lines including Softies, PalmPower, and BMS Factory/PowerBullet. Orders ship in discreet, unbranded packaging with free shipping available for orders over $59 CAD within Canada.

Product overview

Aren't We Naughty is a Canadian online and brick-and-mortar adult sexual wellness retailer established in 1983, operating 8 physical locations. The company offers a comprehensive portfolio of adult products organized into core categories: Sex Toys, Vibrators (including bullets, clitoral stimulators, rabbit, suction, and wands), Dildos (realistic, fantasy, and large sizes), Anal Products (beads and plugs), Masturbators (sleeves and pocket devices), Lingerie, Bondage gear, Couples products, Lubes & Personal Care, and Adult Novelty. The store carries numerous third-party brands including We-Vibe, Womanizer, Lovense, ROMP, Pillow Talk, Swan, NAKED ADDICTION, and Arcwave, while also offering proprietary lines such as BMS Factory/PowerBullet, Softies (compact silicone vibrators), and PalmPower (massage wands). Products range from beginner-friendly items to expert-level devices, with many featuring app connectivity, rechargeable batteries, and body-safe materials. The e-commerce platform is powered by Shopify with secure PCI-compliant payment processing.

Differentiator

Problem solved

Functional benefit

Products and services

• Sex Toys Core adult sexual wellness category encompassing vibrators, dildos, anal toys, and pleasure devices for individuals and couples, organized into For Her, For Him, Beginners, Experts, Thrusting, and Rotating sub-categories.
• Vibrators Extensive vibrator assortment including bullets, clitoral stimulators, dual vibrators, rabbit vibrators, suction toys, and massage wands in varied styles and price points.
• Dildos Dildo collection featuring realistic, ultra-realistic, vibrating, strap-on, fantasy, and large-sized options to suit diverse preferences.
• Anal Products Anal play collection including anal beads and butt plugs in varied sizes and materials, suitable for both beginners and experienced users.
• Masturbators Male-oriented products including penis sleeves, pocket masturbators, pocket vagina devices, and heavy-duty hands-free options.
• Lingerie Intimate apparel including bras and corsets, queen size options, teddies and bodystockings, panties, lingerie accessories, and men's lingerie.
• Bondage BDSM and bondage gear including sensory play items, impact play implements, restraints, and clamps for various experience levels.
• Lubes & Personal Care Lubricants and personal care products including water-based, silicone-based, anal-specific, and flavoured lubricants, massage oils, and toy cleaners.
• Couples Products Products designed for two-person use including couples' toys, pleasure kits, sex machines, and harness-compatible items.
• Personal Care Personal hygiene and wellness products including shaver kits and intimate care items.
• Adult Novelty Novelty items, games, and accessories for adult entertainment.
• New Arrivals Continually updated collection featuring new adult sexual wellness products recently added to the catalog.
• We-Vibe (Premium Couples Brand) Premium brand line carried in-store specializing in couples' vibrators, wearable vibrators, and app-connected intimate devices.
• Womanizer (Premium Brand) Brand line carried in-store known for air-pulse technology clitoral stimulators and eco-friendly intimate products.
• Lovense (App-Connected Brand) Brand line carried in-store offering app-controlled sex toys including wearable vibrators, prostate massagers, masturbators, and remote-controlled devices.
• Swan (Premium Massager Brand) Premium vibrator and massager brand line including The Monarch Swan and Mini Swan Wand collections, carried in-store.
• Pillow Talk (Luxury Brand) Luxury massagers and vibrators featuring stainless steel designs and high-end materials, carried in-store.
• NAKED ADDICTION (Brand) Brand line carried in-store offering dual-density silicone dildos, rotating and thrusting vibrators with remote-control functionality.
• Arcwave (Premium Male Brand) Premium male stroker and masturbator brand line, carried in-store, including the Orbit rotating stroker and Ghost stroker products.
• PalmPower (Proprietary Massager Line) Proprietary massage wand collection carried in-store, including pocket rechargeable mini massagers and full-size massage wands in various power levels.
• In-Store Retail Shopping (8 Canadian Locations) In-person shopping experience for adult sexual wellness products at 8 retail showroom locations across Canada, complementing the online Shopify storefront.

Quantifiable outcome

• Orders over $59 CAD qualify for free shipping
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the online store functionality, payment processing, and retail operations infrastructure.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Adam & Eve: Long-established US adult retailer offering a broad catalog of sex toys, lingerie, and adult novelties through direct-to-consumer online channels. Comparable in assortment breadth, value positioning, and discount-driven merchandising.
• Babeland: US-based adult retailer with both physical boutique locations and an online store, known for body-safe product curation and beginner-friendly positioning. Comparable in combining physical retail with e-commerce and emphasizing education-led content marketing.
• LELO: Premium Swedish sexual wellness brand that also operates its own DTC site in addition to wholesale through retailers like Aren't We Naughty. Comparable in premium positioning, body-safe product focus, and aspirational brand building, though primarily a brand/manufacturer rather than multi-brand retailer.
• Lovehoney: Global sexual wellness retailer carrying a comparable assortment of sex toys, lingerie, and bondage gear under proprietary and third-party brands. Direct overlap on product categories, target demographic, and e-commerce-led GTM, though operating at much larger scale globally.
• PinkCherry: Canadian online adult retailer operating a similar direct-to-consumer e-commerce model across Canada. Direct competitor on assortment, pricing, and shipping, with overlapping product categories including vibrators, dildos, lingerie, and lubricants.
• Eve's Garden: Long-standing US adult retailer operating online and through a flagship boutique, with assortment spanning sex toys, lingerie, and personal care. Comparable in combined physical retail and e-commerce presence and broad catalog approach.
• The Pleasure Chest: Multi-location adult boutique chain in the US with a similar physical-retail-plus-e-commerce model, stocking premium brands like LELO and We-Vibe. Comparable in retail showroom experience and curated premium assortment.
• Honey Play Box: Online-first adult retailer offering curated sex toy and lingerie assortments targeting women and couples. Comparable in DTC-first GTM, free-shipping threshold mechanics, and focus on affordable-to-premium product tiers.

Emerging players

• Dame Products: DTC sexual wellness brand selling vibrators and pelvic health products directly to consumers with strong design and content marketing. Comparable in DTC-first GTM and focus on body-safe, design-forward products, though narrower assortment than a multi-brand retailer.

Broad incumbents

• Spencer's: Large US-based specialty retailer with a long-standing adult/novelty section in physical stores and a broader assortment beyond sexual wellness. Comparable product overlap in adult toys and lingerie, but operates as a broader lifestyle/novelty retailer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/aren't-we-naughty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aren't We Naughty