Adulttoymegastore

Online Adult Retailadulttoymegastore.co.nz

Adulttoymegastore is a privately held New Zealand online adult retailer founded in 2009, operating from Wellington. It sells over 12,000 sexual wellness, lingerie, and bondage products from 100+ brands to individual consumers via its e-commerce site, with sister sites in Australia and the United States.

Company typePrivate
Founded-
HeadquartersNot specified, New Zealand
Headcount1–10
GTM typeB2C
OfferingDigital Commerce or Content

What Adulttoymegastore does

Adulttoymegastore is a privately held, Wellington-based online adult retailer founded in 2009 that operates a direct-to-consumer e-commerce storefront at adulttoymegastore.co.nz with a 7-person team. The platform offers over 12,000 SKUs spanning vibrators, dildos, anal toys, bondage and BDSM gear, lingerie, lubricants, and accessories, sourced from 100+ international brands including Lelo, We-Vibe, Satisfyer, Womanizer, Doc Johnson, and Pipedream, alongside its own Share Satisfaction label. Pricing spans NZD $9.95 entry-level items to NZD $289.95+ premium products, with Afterpay, Laybuy, PayPal, and POLi Payments supported, free standard shipping over NZD $150, and a newsletter-driven 10% first-order incentive coupled with a loyalty dollars programme.

The company employs a product-led growth, self-serve commerce model targeted at individual adult consumers in New Zealand, with country-specific sister domains indicating expansion into the Australian and United States markets. Discovery and education are deliberately insured through The Heat blog (sex education articles and product guides) and the Electric Rodeo podcast, supported by an organic social presence across Facebook, Instagram, Twitter, and YouTube (@loveatms). Operational integrations include Reviews.io for verified reviews, Zopim for live chat, and POLi for NZ direct-debit checkout. Pricing is in NZD; the model is unit-priced hardware sales, no subscription or service revenue is disclosed.

No funding rounds, acquisitions, leadership-team disclosures, or revenue figures are publicly available. The business is independently operated with no disclosed venture, institutional, or parent-company ownership. Awards history (Retail NZ Omnichannel 2019, Wellington Gold Awards 2021/2022/2024, Australian Adult Industry Awards NZ Best Online Store 2024, YES Alumni Company of the Year 2022) is the principal public signal of operating performance and brand maturity.

Adulttoymegastore firmographics

Firmographics

Name: Adulttoymegastore
Legal name: Adulttoymegastore
Website: https://adulttoymegastore.co.nz
Company type: Private
Operating status: Operating
Headcount range: 1–10 employees
Short description: Adulttoymegastore is a privately held New Zealand online adult retailer founded in 2009, operating from Wellington. It sells over 12,000 sexual wellness, lingerie, and bondage products from 100+ brands to individual consumers via its e-commerce site, with sister sites in Australia and the United States.
Ownership category
akta.pro rank

Adulttoymegastore industry classification

Industry

Product category: Online Adult Retail
NAICS: Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)
SIC: Retail-Hobby, Toy & Game Shops (5945)
akta.pro primary industry: Online Gift & Novelty Specialty Retail (DTC) (CRALAJAO)
akta.pro secondary industry: Dolls, Plush & Action Figures Retail (CRALAFAD)

Keywords

Online adult retail
Sex toys ecommerce
Lingerie shop
Bondage gear
Sexual wellness products

Where Adulttoymegastore is headquartered

Location

Headquarters

HQ city: Not specified
HQ country: New Zealand
HQ region: Oceania

Offices1 record

Markets served

Adulttoymegastore business model

Business model

GTM type: B2C
Offering type: Digital Commerce or Content
Cost components: Operations, Supply Chain, Marketing or Sales, Technology or R&D, Personnel

Revenue model

Direct Product Sales: Online retail of adult toys, lingerie, and related products sold directly to consumers through the adulttoymegastore.co.nz website. Revenue is generated through one-time product transactions with optional buy-now-pay-later options.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Wide price range across product categories

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Adulttoymegastore product offering

Product offering

Core offering

Adulttoymegastore operates an online retail store selling adult toys, vibrators, dildos, anal toys, bondage gear, lingerie, lubricants, condoms, sex furniture, gift cards, and adult games. The catalog spans over 12,000 products from 100+ international brands and is sold directly to consumers through a self-serve e-commerce platform with nationwide NZ delivery, discreet packaging, and buy-now-pay-later payment options.

Product overview

Adulttoymegastore is an online adult retail platform offering over 12,000 products from 100+ international brands. The platform provides a comprehensive range organized into core categories including Sex Toys (vibrators, dildos, anal toys), Bondage gear (whips, paddles, restraints, nipple toys), Lingerie, and Lubes & Essentials. Products are available across specialized sub-categories such as vibrator types (rabbit, wand, suction, app-controlled), dildo styles (glass, realistic, fantasy), and bondage items (whips, ticklers, paddles, nipple play). The platform operates primarily in New Zealand with sister sites in Australia and the United States, offering payment options including PayPal, Afterpay, and Laybuy.

Differentiator

Problem solved

Functional benefit

Products and services

Sex Toys

Companies that use Adulttoymegastore

Customer profile

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Adulttoymegastore technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration6 records

Adulttoymegastore partnerships and signals

Strategic signal

Partnerships

Four partnerships are on record, tiered minor.

AfterpayminorOthersAfterpay is offered as a buy-now-pay-later payment option on the website, allowing customers to split purchases into installments.
LaybuyminorOthersLaybuy is offered as an installment payment option allowing customers to pay in 6 equal payments for products.
PayPalminorOthersPayPal is offered as a payment option on the website for secure checkout.
Reviews.iominorOthersCustomer reviews are verified and powered by Reviews.io, providing social proof for the business.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Adulttoymegastore competitors and assessment

Company assessment

Direct peers

Babeland: US-based online and boutique adult retailer emphasizing education, body-safe products, and sex-positive content. Comparable to ATMS's education-led positioning via The Heat blog and curated product assortment.
Lovehoney: Global online adult retailer offering sex toys, lingerie, and bondage gear across multiple markets with deep assortments and own brands. Most directly comparable peer to ATMS in terms of category, e-commerce DTC model, and broad product catalog.
PinkCherry: North American online adult retailer known for wide assortment and direct-to-consumer fulfillment model. Directly comparable in product breadth, e-commerce focus, and category coverage.
Ann Summers: UK-based adult retailer with both physical stores and online channel selling lingerie, sex toys, and bondage products. Comparable to ATMS in vertical specialty, lingerie-plus-toys mix, and omnichannel orientation.
Adam & Eve: Large US-based online adult retailer with extensive product catalog and own-brand production. Comparable to ATMS as a long-running, high-SKU online adult store targeting mass-market consumers.

Others

Satisfyer: Mass-market adult toy brand with strong DTC channel globally. Comparable as a key ATMS supplier whose growing direct-to-consumer business competes with the retailer's margins and pricing power.
Lelo: Premium Swedish sex-toy brand sold by ATMS that also operates its own DTC storefront. Comparable as both a supplier and an emerging DTC competitor that disintermediates retailers like ATMS.

Regional players

Honey Birdette: Australian-founded lingerie and intimate wellness brand with global online DTC presence. Overlaps with ATMS in lingerie category and Australian customer base.
Naughty Martha's: Australian online adult retailer operating in the same Oceania region as ATMS's .com.au site. Closest regional competitor for the AU expansion strategy.

Broad incumbents

Hustler Hollywood: Established US adult retailer with retail stores and online channel offering a broad adult product assortment. Comparable as a broader incumbent in the same vertical with stronger scale and brand recognition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Adulttoymegastore financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Adulttoymegastore leadership team

Management profile

Number of profiles

Adulttoymegastore funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Adulttoymegastore M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about Adulttoymegastore

What does Adulttoymegastore do?

Is Adulttoymegastore a public or private company?

Adulttoymegastore is a private company. It is classified as unknown and is currently operating.

When was Adulttoymegastore founded?

Adulttoymegastore was founded in -1. It employs 1 to 10 people.

Where is Adulttoymegastore based?

Adulttoymegastore is headquartered in Not specified, New Zealand, in the Oceania region.

How does Adulttoymegastore make money?

One revenue line is on record: direct Product Sales.

Who are Adulttoymegastore's main competitors?

Direct peers on record are Babeland, Lovehoney, PinkCherry, Ann Summers and Adam & Eve. Others are Satisfyer and Lelo. Regional players are Honey Birdette and Naughty Martha's. Hustler Hollywood is listed as a broad incumbent.

Does Adulttoymegastore have an API?

No public API is recorded for Adulttoymegastore.

What industry is Adulttoymegastore in?

Adulttoymegastore's product category is Online Adult Retail. Its primary akta.pro industry code is CRALAJAO, Online Gift & Novelty Specialty Retail (DTC), with a secondary code of CRALAFAD, Dolls, Plush & Action Figures Retail. Its NAICS code is 45912 and its SIC code is 5945.