PHE
PHE, Inc. is a private, employee-owned sexual health and wellness company that operates the Adam & Eve and Wild Secrets ecommerce brands, supports over 100 franchise stores across the U.S. and Canada, and serves individual adult consumers via ecommerce, call center, and a recently expanded women's wellness partnership with Kindra.
- Company typePrivate
- Founded1971
- HeadquartersHillsborough, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What PHE does
PHE, Inc. is a private, employee-owned sexual health and wellness company headquartered in Hillsborough, North Carolina, founded in 1971 and operating the iconic Adam & Eve brand alongside the Wild Secrets ecommerce label. The company runs a multi-channel retail platform consisting of two owned online storefronts (adameve.com and wildsecrets.com), over 100 individually-owned Adam & Eve franchise stores across the United States and Canada, and an in-house call center at the 302 Meadowlands Drive headquarters that serves customers globally via phone, email, and chat. Fulfillment, supply chain, and corporate functions are consolidated on a single campus featuring an 85,000 square foot distribution facility described as among the most operationally efficient in the category. The company is employee-owned with benefits including profit-sharing, 401K, and quarterly bonuses.
The business model rests on three revenue streams: direct-to-consumer product sales of owned-brand adult toys, novelties, lingerie, and wellness items through ecommerce and the call center; franchise royalties, licensing fees, and wholesale fulfillment to the 100+ Adam & Eve franchisees; and distribution and co-marketing of partner brands, exemplified by the April 2026 strategic partnership with Kindra (vaginal health and wellness), accompanied by a minority equity stake. Pricing is not publicly disclosed and varies across product categories. The company has begun repositioning itself from a traditional adult retailer toward a 'modern health and wellness platform,' expanding its addressable market into clinically-positioned women's wellness categories.
Customers are primarily individual adult consumers seeking trusted, sex-positive access to sexual wellness products, with a secondary segment of franchise entrepreneurs drawn to a turnkey entry into adult retail. No major institutional customers, no enterprise contracts, and no disclosed revenue figures are present in the source data. The company holds WCAG 2.1 Level AA accessibility compliance on its owned digital properties. No AI/ML capabilities, patents, or third-party integrations are described.
PHE firmographics
Firmographics- Name
- PHE
- Legal name
- PHE, Inc.
- Website
- https://pheinc.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- PHE, Inc. is a private, employee-owned sexual health and wellness company that operates the Adam & Eve and Wild Secrets ecommerce brands, supports over 100 franchise stores across the U.S. and Canada, and serves individual adult consumers via ecommerce, call center, and a recently expanded women's wellness partnership with Kindra.
- Ownership category
- akta.pro rank
PHE industry classification
Industry- Product category
- Adult Wellness Retail
- NAICS
- Health and Personal Care Retailers (456), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- 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
Where PHE is headquartered
LocationHeadquarters
- HQ city
- Hillsborough
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
PHE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain
Revenue model
- Product Sales (Direct): Sale of owned-brand sexual health and wellness products including adult toys, novelties, and lingerie through ecommerce and retail channels
- Franchise Revenue: Licensed franchise model generating revenue from over 100 individually-owned Adam & Eve franchise stores in the U.S. and Canada
- Distribution/Partner Sales: Distribution of third-party products (Kindra's full product line) across PHE's platforms and franchise locations
Go-to-market motion2 records
Distribution channels3 records
Marketing channels1 record
PHE product offering
Product offeringCore offering
PHE, Inc. sells sexual health and wellness products, including adult toys, novelties, and lingerie, through its Adam & Eve and Wild Secrets e-commerce platforms and over 100 individually-owned Adam & Eve franchise stores in the U.S. and Canada. The company operates an 85,000-square-foot fulfillment center and a centralized call center at its Hillsborough, NC headquarters, and distributes partner brands such as Kindra across its own channels.
Product overview
PHE, Inc. operates as a multi-brand sexual health and wellness platform with a diversified portfolio consisting of flagship e-commerce brands (Adam & Eve and Wild Secrets), an extensive franchise network of over 100 individually-owned retail stores, and a recently acquired distribution partnership with Kindra. The company positions itself as the nation's largest, oldest, and most trusted source for sexual health and wellness products, offering a curated selection of adult toys, novelties, and wellness items through both online platforms and physical retail locations.
Differentiator
Problem solved
Functional benefit
Brands
- Adam & Eve: Flagship brand for sexual health and wellness products, adult toys, and lingerie. Operates retail stores and e-commerce platform (adameve.com). Over 100 franchise locations in U.S. and Canada. Known for 50 years of free speech and privacy.
- Wild Secrets
Products and services
- Adam & Eve E-commerce and Franchise Store Brand Flagship Adam & Eve brand and e-commerce platform offering sexual health and wellness products (adult toys, novelties, lingerie), backed by over 100 individually-owned franchise stores in the U.S. and Canada, for adult individual consumers and franchise operators.
- Wild Secrets E-commerce Brand PHE-owned adult e-commerce brand (wildsecrets.com) offering sexual wellness and adult products to individual consumers online.
- Kindra Vaginal Health and Wellness Line (Distributed) Clinically-backed vaginal health and sexual wellness product line from partner brand Kindra, distributed by PHE through its platforms and franchise stores as part of a strategic commercial partnership.
Companies that use PHE
Customer profileSegments2 records
Ideal customer profiles2 records
PHE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
PHE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- KindracoreStrategic commercial partnership making Kindra the official partner for vaginal health and wellness. PHE will distribute Kindra's full product line across its platforms and franchise locations. The partnership includes co-branded marketing campaigns and positions PHE to expand its portfolio as it repositions as a modern health and wellness platform. PHE also acquired a minority equity stake in Kindra.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
PHE competitors and assessment
Company assessmentEmerging players
- Unbound: Digital-native sexual wellness brand. Comparable as a direct-to-consumer challenger competing for the same end consumer as Adam & Eve and Wild Secrets.
- Maude: Modern sexual wellness DTC brand with mainstream lifestyle positioning. Comparable to PHE's wellness repositioning strategy and target consumer.
- Cake: Sexual wellness brand with inclusive, design-led positioning. Comparable to PHE's Kindra-distributed women's wellness category and premium DTC positioning.
- Dame Products: DTC sexual wellness brand with premium, design-forward positioning. Comparable to PHE's newer health-and-wellness direction and Kindra-style clinically-positioned SKUs.
Direct peers
- Lovers Stores: U.S. sexual wellness retailer combining physical stores with online sales. Direct competitor to Adam & Eve's franchise store network and product assortment.
- Babeland: Sexual wellness retailer with both brick-and-mortar stores and e-commerce. Comparable to PHE's franchise retail + DTC dual-channel model.
- Good Vibrations: Legacy sexual wellness retailer with e-commerce and a smaller physical footprint. Comparable as a category incumbent with both online and retail presence.
- PinkCherry: Sexual wellness e-commerce retailer with a broad adult toy and novelty catalog. Comparable to PHE's Wild Secrets and Adam & Eve DTC operations.
- Lovehoney: Global sexual wellness e-commerce and retail brand with a multi-brand portfolio. Directly comparable to PHE's Adam & Eve and Wild Secrets DTC operations and product breadth.
Broad incumbents
- Spencer's / Spirit Halloween (Spencer Gifts): Specialty retailer carrying adult-oriented novelty products as part of a broader assortment. Comparable as a broader sexual-adjacent retail competitor for foot traffic and gift purchases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
PHE social profiles
Digital presencePHE compliance and trust
Trust signalCompliance1 record
PHE financial estimates
Financial estimateRevenue estimate
Valuation estimate
PHE leadership team
Management profileNumber of profiles
PHE subsidiaries and ownership
Company hierarchySubsidiaries3 records
PHE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PHE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PHE
What does PHE do?
PHE, Inc. sells sexual health and wellness products, including adult toys, novelties, and lingerie, through its Adam & Eve and Wild Secrets e-commerce platforms and over 100 individually-owned Adam & Eve franchise stores in the U.S. and Canada. The company operates an 85,000-square-foot fulfillment center and a centralized call center at its Hillsborough, NC headquarters, and distributes partner brands such as Kindra across its own channels.
Is PHE a public or private company?
PHE is a private company. It is classified as management employee owned and is currently operating.
When was PHE founded?
PHE was founded in 1971. It employs 501 to 1,000 people.
Where is PHE based?
PHE is headquartered in Hillsborough, United States, in the North America region.
How does PHE make money?
Three revenue lines are on record. Product Sales (Direct) is the primary driver. The others are franchise Revenue and distribution/Partner Sales.
Who are PHE's main competitors?
Emerging players on record are Unbound, Maude, Cake and Dame Products. Direct peers are Lovers Stores, Babeland, Good Vibrations, PinkCherry and Lovehoney. Spencer's / Spirit Halloween (Spencer Gifts) is listed as a broad incumbent.
Does PHE have an API?
No public API is recorded for PHE.
What industry is PHE in?
PHE's product category is Adult Wellness Retail. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC, with a secondary code of CRADAMAH, Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests). Its NAICS code is 456 and its SIC code is 5945.