British online retailer reveals new look

One of Britain’s longest-standing online sex toy retailers,, today revealed a brand new, completely refreshed identity with the goal of bringing its uniquely competitive and diverse collections of sex toys to new audiences. has been under new ownership since 2022, when it was picked up by a group of industry veterans, led by new Managing Director Tera Masters, who has over 20 years of experience in the pleasure industry and over ten in the sex toy world. Since acquiring the business, Masters and her team have spent time understanding the unique demands of the British pleasure industry, the competitive environment, and the idiosyncratic British customer, at a time in which the very landscape of sexuality itself is changing. The result is a fresh new brand image and the re-emergence of as a disruptor and provocateur in the sex toy space. A more youthful and energetic voice pitched towards a younger and more sex-savvy consumer. Infused with a hard-edged punk aesthetic, is able to leverage both its heritage and its market-beating prices but most importantly it offers the British consumer a unique collection of premium brand-name products, that up until now, have had limited access in the UK or Europe. stocks the full line of Liberator products, and offers a whopping 550 Doc Johnson products, over 400 SHOTS products, and 400 Cal Exotics items. Plus, they carry XR Brands and their sub brands. engaged Little Leaf Agency, a PR and Communications agency specialising in the sexual wellness world. The collaboration resulted in an intimate understanding of the customer’s desires and the outcome is a complete change in the philosophy behind the 20-year-old brand.

Previously centred on price-matching and wholesale models, now emphasises a customer-centric approach alongside its deep product catalogue and its ability to source pleasure products otherwise unavailable to other UK retailers.  The renewed emphasis on the customer is reflected by the brand’s vibrant new palette, the frankness and honesty of its tone, the kinkiness of its language, and the defiance of its branding. Tera Masters said: “We know that there are two things people want more than anything when they’re shopping for sex toys. The first? Pleasure. The second? Orgasms. Everything else is noise. No one buys a Ferrari for the quality of its seatbelts: people buying sex toys want pleasure. We are absolutely committed to that fundamental truth. We offer the best selection of sex toys in the UK at the best possible price. That’s it.“

Kathryn Byberg, Managing Director at Little Leaf agency, said: “At a time when so much money is pouring into the pleasure industry from investors without much knowledge of the industry itself, it’s exciting to work with a team with so much experience, such positive attitudes, and such vision. The UK sex toy market has been stagnant for a while, with one or two monolithic brands monopolising the market. The resurgence of as a major player will shake things up for the better – more competition drives quality up and prices down, so the customer is the real beneficiary here. It’s an exciting time.”