What EasyToys does

EasyToys is a Dutch direct-to-consumer online retailer of lifestyle and intimate-wellness products, founded in 2007 and headquartered in Veendam, Netherlands, operating under legal entity EQOM Purchasing B.V. The company sells more than 14,000 SKUs spanning vibrators, dildos, masturbators (including Fleshlight), anal toys, BDSM and bondage gear, fetish clothing, lingerie, lubricants and online drugstore items, couple's toys, sex dolls, erotic games, and gift packages, alongside 11 own-brand sub-collections (e.g., EasyToys Fetish Collection, Dildo Collection, Vibe Collection, Men Only, Health). Revenue is generated entirely through one-time transactional sales on country-specific e-commerce storefronts across 10 markets — Netherlands, Belgium, Germany, Spain, France, Italy, Austria, Poland, the United Kingdom — plus worldwide shipping, supplemented by two physical retail locations (Groningen, Den Haag) and an Awin-powered affiliate program offering commissions up to 20%.

The business model is consumer-only (no enterprise or B2B contracts), with publicly posted pricing, free-shipping thresholds (€69/€59.99), discount codes (up to 25% off), and a €5.00 newsletter-signup incentive. Distribution advantages include next-day delivery in the Netherlands for orders placed before 22:30, 7-day-per-week shipping including Sundays, and discreet packaging with neutral branding. There is no disclosed subscription or recurring revenue component. Marketing is multi-channel: an editorial blog and podcast, TikTok and YouTube collaborations, brand ambassadors (certified sexologists Eveline Stallaart and Lotte Sierens), email newsletter capture, and recurring seasonal campaigns (Pink Friday, Summer Sales, Black Friday, Euroknallers). The company also runs an annual National Sex Survey with over 1,000 respondents as a content and PR initiative. No proprietary technology, AI/ML capabilities, API/SDK, or funding rounds are disclosed in the available source material.

Name

EasyToys

Legal name

EQOM Purchasing B.V.

Website

https://easytoys.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

EasyToys is a Dutch direct-to-consumer e-commerce retailer selling 14,000+ intimate-wellness and lifestyle products across 10 European country-specific domains, serving individual consumers in segments spanning women, men, couples, and fetish/BDSM enthusiasts.

Ownership category

akta.pro rank

Headquarters

HQ city

Veendam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: EasyToys generates revenue primarily through online direct-to-consumer sales of sex toys, lingerie, BDSM/fetish products, lubricants, and accessories. The company sells over 14,000 products across multiple brands and its own private-label lines (EasyToys Fetish Collection, EasyToys Dildo Collection, EasyToys Men Only, etc.). Revenue is one-time per transaction with no disclosed recurring subscription component for the core sex toy business.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

EasyToys is an online adult-lifestyle retailer selling more than 14,000 products — sex toys, lingerie, BDSM/fetish gear, lubricants, intimate care products, and accessories — directly to consumers across 10 European markets via country-specific e-commerce domains, supplemented by two physical stores in the Netherlands. Revenue is generated one-time per transaction with public list pricing, discount codes, free-shipping thresholds, seasonal promotions, and an affiliate programme via Awin.

Product overview

EasyToys is an online sex shop operating across the Netherlands, Belgium, Germany, Spain, France, Italy, Austria, Poland, and the United Kingdom, offering more than 14,000 products. Its portfolio spans multiple product categories: vibrators (including air pressure, clitoral, G-spot, wand, and couples vibrators), dildos (realistic, suction cup, anal, large), masturbators (including Fleshlight and automatic models), anal toys (buttplugs, prostate stimulators, anal vibrators), BDSM and bondage gear (floggers, whips, restraints, blindfolds, nipple clamps, paddles, electro sex, chastity devices, sex machines), fetish clothing (latex, leather, wetlook, PVC for men and women), lingerie, lubricants and online drugstore products, couple toys, sex dolls, erotic games, and gift packages. EasyToys sells third-party branded products alongside its own proprietary brand collections including Easytoys Fetish Collection (BDSM and bondage accessories), EasyToys Dildo Collection, EasyToys Anal Collection, EasyToys Geisha Collection (vaginal balls), EasyToys Health (supplements), EasyToys Men Only, EasyToys Vibe Collection, EasyToys Wand Collection, EasyToys Mini Vibe Collection, and EasyToys Online Only. The company also offers complementary guided shopping tools (Toyfinder), a content and education platform (blog with guides, articles, sex stories, podcasts), and conducts annual national sex surveys. EasyToys provides same-day shipping for orders before 22:30, discreet packaging, and free returns, with physical stores in Groningen and Den Haag.

Differentiator

Problem solved

Functional benefit

Brands

• Easytoys Fetish Collection: Own brand of fetish and BDSM products including bondage, blindfolds, floggers, and restraints.
• EasyToys Dildo Collection
• EasyToys Anal Collection
• EasyToys Vibe Collection
• EasyToys Mini Vibe Collection
• EasyToys Wand Collection
• EasyToys Geisha Collection
• EasyToys Men Only
• EasyToys Online Only
• EasyToys Health
• EasyToys Promo
• EasyToys Merch

Products and services

• EasyToys Fetish Collection EasyToys' own brand line of BDSM and fetish products including restraints, floggers, blindfolds, ticklers, whips, and other bondage accessories, sold through easytoys.nl.
• EasyToys Dildo Collection EasyToys' own brand collection of dildos available in various shapes, sizes, and materials for solo and partner use.
• EasyToys Anal Collection EasyToys' own branded line of anal toys including plugs, vibrators, and related accessories.
• EasyToys Vibe Collection EasyToys' own vibrator collection available in various colors and sizes.
• EasyToys Wand Collection EasyToys' own line of wand vibrator attachments and accessories.
• EasyToys Mini Vibe Collection EasyToys' own collection of mini vibrators, compact-sized toys for discreet use.
• EasyToys Geisha Collection EasyToys' own collection of vaginal balls and Benjelles for pelvic floor training and self-pleasure.
• EasyToys Men Only EasyToys' own men's sex toy collection including masturbators and other male-oriented products.
• EasyToys Online Only EasyToys' exclusive online-only sex toys not available in physical stores.
• EasyToys Health EasyToys' own health and wellness product line for women and men, featuring natural supplements.
• Teazers A surprise collection of sex toys designed for explorers and beginners, sold exclusively through EasyToys.
• Vibrators Broad category including air pressure vibrators, clitoral vibrators, G-spot vibrators, wand vibrators, realistic vibrators, and couples vibrators.
• Dildos Category of dildos including realistic, suction cup, anal, large, and standard designs.
• Masturbators (including Fleshlight) Male masturbators including automatic/electric models, Fleshlight (Real Feel Superskin includes Fleshlight Girls porn star replicas, Ice, Go, Flight, Quickshot, training units), artificial vagina/anus/mouth, mega masturbators, and blowjob simulators.
• Anal toys Anal toys including buttplugs, anal dildos, vibrating buttplugs, anal vibrators, and prostate stimulators.
• BDSM toys Full range of BDSM products including bondage sets, floggers, whips, ticklers, nipple clamps, paddles, blindfolds, restraints, chastity devices, electro sex, and sex machines.
• Bondage Bondage gear including harnesses, ball gags, collars, spreader bars, ropes, cuffs, and bondage starter kits.
• Chastity devices Chastity devices including penis cages, chastity belts, ball crushers, ball splitters, and ball stretchers.
• Lingerie & clothing Lingerie and clothing for men and women including babydolls, bodysuits, catsuits, strings, corsets, role-play costumes, plus fetish wear in latex, leather, wetlook, and PVC for men and women.
• Glijmiddelen & Drogist (online drugstore) Lubricants, condoms, erection pills, delay sprays, arousal enhancers, intimate care products, massage oils, candles, and sex sheets.
• Couple toys Sex toys for couples including duo vibrators, vibrating cock rings, remote-controlled eggs, strap-on toys, harnesses, and experiment kits.
• Gift packages Pre-packaged gift sets and experiment kits for couples, including erotic, kinky, toy sets, bondage starter packs, and massage gift sets.
• Sex dolls Full-size sex dolls and automated masturbators for male solo use.
• Combi-deals and Outlet Combi-deals and outlet/overstock product bundles sold at discounted prices via easytoys.nl.

Quantifiable outcome

• Customer satisfaction rating of 8.8/10.0 based on Trustpilot reviews

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Maggie's CenterminorStrategic or Co-development PartnerEasyToys has a partnership with Maggie's Center, listed under 'Trots op onze samenwerkingen' (Proud of our collaborations). Nature of collaboration appears to be charitable/social impact oriented, though specific details are not disclosed.
• HEMAminorStrategic or Co-development PartnerEasyToys has a collaboration with HEMA, listed under 'Trots op onze samenwerkingen'. The specific nature of the collaboration is not detailed in the source material.
• XtensityminorGTM or Marketing PartnerXtensity is featured 'as seen on TV' on the EasyToys homepage, indicating a marketing or promotional partnership. Xtensity is marketed as having advanced push-pull technology for deep stimulation.
• AwincoreChannel Partner/ Reseller/ DistributorEasyToys uses the Awin affiliate platform for its affiliate program. Publishers sign up via Awin (Publisher ID 19132 for Netherlands, ID 19133 for Belgium) and promote EasyToys products in exchange for commissions up to 20% of order value. All tracking, payments, and data are managed through the Awin platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sexshop.nl: Direct Dutch online competitor in the same domestic market as EasyToys. Comparable as a Netherlands-based online adult retailer competing for the same Dutch-speaking customer.
• Christine le Duc: Dutch adult retail chain with both physical stores and online sales. Comparable as a Netherlands-headquartered adult retailer with overlapping assortment and customer base.
• Pabo: German adult e-commerce specialist offering sex toys, lingerie, and BDSM products online. Comparable as a country-focused online adult retailer with similar assortment and customer experience.
• Lovehoney: Large UK-founded online adult retailer with pan-European distribution and own-brand portfolio. Closest comparable by business model, multi-market e-commerce footprint, and mix of third-party plus proprietary products.
• Ann Summers: UK-based retailer combining physical stores with a substantial online channel for lingerie, sex toys, and intimate accessories. Comparable as an omnichannel adult/lingerie retailer in Europe.
• Sinful: Nordic online adult retailer operating across multiple European markets with a similar D2C e-commerce model, broad assortment, and discreet delivery positioning.
• Eis.de: German online adult retailer with a wide assortment of sex toys, lingerie, and BDSM products. Comparable as a multi-category European online adult shop with similar fulfillment and assortment strategy.

Emerging players

• WOW Tech (Womanizer / We-Vibe): Premium sex-toy manufacturer and DTC brand with strong European presence. Comparable as a player in the adjacent branded/adult-tech segment with overlap on vibrator and couple's toy categories.

Broad incumbents

• Beate Uhse: Long-established German adult retailer with both online and physical retail. Comparable as a heritage multi-channel incumbent in the European adult retail category, though broader in scope.

Regional players

• Adam & Eve: Large US-based online adult retailer with broad assortment and own-brand lines. Comparable as a category leader by assortment and D2C model, though primarily serving North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/easytoysnl
• Facebookfacebook.com/EasyToysNL
• LinkedInlinkedin.com/company/easytoys

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 EasyToys