Behind the Scenes🟡 pjur BLOG

Adult stores have long become part of the retail landscape in many countries. Yet ideas of what a modern adult store should look like differ significantly from one market to another. While some customers value personal advice above all else, others prioritise discretion, digital services or specific product categories. At the same time, attitudes towards sexuality and intimacy continue to evolve at very different speeds across the world. The industry itself has also changed dramatically over the past decade. E-commerce now plays a central role, giving customers access to an enormous product range from the comfort of their own homes. For retailers, however, this development presents new challenges. Products are only a few clicks away and price comparisons have never been easier. As a result, the qualities that online shopping cannot easily replace have become even more important: expert advice, personal recommendations and the opportunity to experience products before making a purchase.

Despite these differences, one global trend is becoming increasingly clear. Conversations about sexual wellbeing, intimacy and self-determination are more open than they were just a few years ago. As public attitudes evolve, so do expectations of adult retailers. Increasingly, stores are no longer viewed simply as places to buy products. They are becoming spaces where people can ask questions, seek guidance and discover solutions that suit their individual needs. But how do the people behind these businesses experience this transformation? What challenges come with building an adult retail business in different parts of the world? Which trends are shaping individual markets? And what do customers expect today?

To find out, we spoke with several of our international retail partners. In this article, we take a closer look at Singapore, Poland, Kazakhstan and Latvia. Their experiences reveal not only the unique characteristics of each market but also the wider developments shaping today’s global sexual wellness industry. No two markets are alike. Cultural attitudes, legal frameworks and consumer expectations vary considerably from country to country. While sexual wellness has become part of a modern lifestyle in some regions, it is still approached far more cautiously elsewhere.

Yet despite these differences, our conversations revealed striking similarities. Across almost every market, customers are looking for high-quality products, trustworthy advice and an environment where they feel comfortable discussing intimate topics. At the same time, every country presents its own opportunities and challenges.

Blitzwerks (Singapore)

Sexual Wellness Between Tradition and Innovation

Founded in Singapore in 2011, Blitzwerks has grown into one of Southeast Asia’s best-known sexual wellness retailers. Over the years, the company has witnessed first-hand how consumer attitudes towards intimacy and sexual wellness have evolved.

To better understand the Singaporean market, we spoke with Kelvin, Business Strategy & Commercial Director at Blitzwerks. “What stood out to me was the gap between consumer demand and accessibility. There were many people who could benefit from these products, but there were very few trustworthy, professional, and educational retail environments.”  Although Singapore has long been considered one of Southeast Asia’s more progressive markets, conversations around sexual wellness remained highly stigmatised when Blitzwerks first opened its doors. Professional retailers offering reliable advice and premium products were still few and far between.

How Has Acceptance Changed?

According to Blitzwerks, public attitudes have shifted considerably over the past decade. Topics such as self-care, relationship wellness and sexual health are discussed far more openly today than they once were. “Consumers are increasingly viewing sexual wellness as part of overall health and wellbeing rather than something taboo.”  Younger generations in particular are approaching sexuality with greater openness, seeing sexual wellness products as part of a healthy and fulfilling lifestyle rather than something hidden or shameful.

The Biggest Challenges

Like many young businesses, Blitzwerks started with limited resources. “My co-founder Adeline and I started the business with approximately SGD 6,000, which had to cover both our initial inventory and the setup of our e-commerce operations.” In those early days, the founders handled almost everything themselves from customer service, deliveries, and sourcing products to maintaining the online shop.

As the company grew, its priorities shifted. Instead of offering as many products as possible, Blitzwerks focused on carefully selecting premium brands that reflected its own values, including pjur and Womanizer.

What Makes Singapore Unique?

Singapore’s multicultural society creates a particularly diverse customer base. Different ethnicities, religions and cultural backgrounds often shape very different perspectives on sexuality and intimacy. For Blitzwerks, this means approaching the subject with empathy rather than confrontation.

“We believe it is important to approach the topic with empathy, education, and professionalism rather than defensiveness.” Respecting cultural diversity while making sexual wellness accessible remains one of the defining characteristics of operating in Singapore.

Looking Back: What Would They Do Differently?

Experience has changed Kelvin’s perspective on what truly matters. Rather than chasing every opportunity, he would focus much earlier on partnering with brands that share the same long-term values. “I would focus earlier on aligning with brands such as pjur that share the same values and vision.”

Ultimately, he believes the industry has never really been about products.

“Our industry is not fundamentally about products – it is about helping people improve their quality of life, relationships, confidence, and happiness.” That philosophy continues to shape the way Blitzwerks selects both products and partners today.

Which Products Are Driving the Market?

One of the strongest growth categories across Singapore has been clitoral stimulators.

“Between 2024 and 2025, clitoral stimulators became one of the fastest-growing categories in Singapore and across much of Asia.” At the same time, purchasing decisions are becoming increasingly sophisticated. Customers are looking beyond stimulation alone and showing growing interest in products that combine technology, personalisation and connectivity. Looking ahead, Kelvin expects premium male-focused products to become one of the industry’s fastest-growing categories.

“Looking ahead into 2026, I believe we will see significant growth in premium male-focused products, particularly those that combine exceptional design, advanced technology, AI-driven personalization, and connected experiences.” This reflects a wider trend that can also be seen in other markets: men are becoming more interested in sexual wellbeing and are increasingly looking for products that help them explore pleasure, confidence and intimacy in new ways. To support this development, pjur MAN Lust was created to help intensify male arousal and enhance intimate experiences. Its water-based formula creates an activating tingling sensation within seconds that can last for up to 15 minutes. Thanks to its innovative combination of active ingredients, including natural spilanthol (paracress), it can be used during solo play, together with masturbators or as part of foreplay. More importantly, the trend demonstrates how today’s sexual wellness market is becoming increasingly centred around individual wellbeing, personal exploration and meaningful intimate experiences.

Blitzwerks

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Boys of Toys (Poland)

Between Tradition and a Modern Understanding of Sexual Wellness

Like many other European markets, Poland’s sexual wellness industry has changed considerably over the past decade. One of the biggest surprises for the founder of Boys of Toys was the sheer diversity of customer expectations.

“The biggest surprise was how diverse customer expectations were. Many people assume the adult market is driven only by sexual products, but customers increasingly look for quality, discretion, and wellness-oriented products.” explains Marcin, CEO and Founder of Boys of Toys.

Today’s customers are looking for far more than traditional adult products. Premium quality, discretion and a focus on overall well-being have become increasingly important purchasing criteria.

How Accepted Is the Industry Today?

According to Marcin, public attitudes have changed significantly over the past ten years. “The industry is much more accepted today than it was ten years ago. While there is still some social stigma, younger generations tend to view sexual wellness products as part of a healthy lifestyle.” At the same time, generational differences remain visible. “Although I must admit that the older generation of Poles is quite conservative in their views.”

While younger consumers are increasingly embracing sexual wellness as part of everyday life, more traditional attitudes still shape parts of the Polish market.

The Biggest Challenges

Like many businesses operating in the industry, Boys of Toys initially faced the challenge of building credibility while navigating strict advertising restrictions. “The biggest challenges were building trust, finding suppliers, and attracting customers without access to traditional marketing channels.” Despite this challenging environment, establishing trust and delivering outstanding customer service became the company’s strongest competitive advantages.

What Makes Poland Unique?

Poland combines deeply rooted traditions with rapidly changing consumer behaviour. “Poland is an interesting mix of traditional values and rapidly changing consumer attitudes.”

This means retailers need to strike a careful balance between professionalism, discretion and cultural sensitivity while responding to growing demand for modern sexual wellness products.

Looking Back: What Would They Do Differently?

If he would be starting again today, Marcin says he would invest much earlier in digital channels, educational content and brand building. On a more personal level, however, one lesson stands above all others. “Be careful how you choose the people you start a business with.”

Which Products Are Most Popular?

Consumer demand in Poland is increasingly shifting towards premium-quality products. “Currently, customers show strong interest in premium-quality products, body-safe materials, and sexual wellness products aimed at couples.” Customers are researching products more thoroughly than ever before and are placing greater emphasis on safety, quality and long-term well-being rather than impulse purchases.

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flirtshop (Kazakhstan)

How One Modern Adult Store Can Transform an Entire Market

For the team behind flirtshop, one lesson became clear very early on. “The classic model of a ‘secret’ shop with no signage, hidden away in backyards or basements, does not work in Kazakhstan and directly led to financial losses.”, explains Yana, Marketing employee at flirtshop. For many years, adult stores were expected to remain hidden from public view. In Kazakhstan, however, the opposite proved true.

Customers responded far more positively to bright, modern stores located in visible, high-footfall shopping areas. Open storefronts and boutique-inspired interiors helped reduce hesitation while building trust from the very first visit. The team also noticed an interesting omnichannel behaviour. Many customers begin their purchasing journey online, comparing products and reading reviews before making a final decision. However, when it comes to premium products and advanced technology, many still prefer to complete the purchase in-store, where they can see the products, ask questions and receive professional advice.

How Has Public Perception Changed?

According to flirtshop, attitudes towards the industry have changed dramatically over the past five to seven years. “Over the past 5–7 years, the market attitude in Kazakhstan has shifted from viewing the industry as a ‘gray zone’ to embracing the concept of intimate wellness.” Particularly in cities such as Almaty, Astana and Shymkent, interest in sexual wellness, relationship education and evidence-based information continues to grow.

The Biggest Challenges

In the early years, limited financial resources shaped almost every business decision. “At the start, there was absolutely no budget for advertising or a large-scale launch.” The founder initially combined the roles of managing director, purchasing manager and marketer while simultaneously building supplier relationships and attracting the company’s first customers.

Advertising restrictions added another layer of complexity. Many mainstream platforms prohibited adult advertising, making organic SEO, educational content and long-term trust-building essential to the company’s growth. Early inventory decisions also proved challenging before the business gradually developed into the modern retail concept it represents today.

What Makes Kazakhstan Unique?

Kazakhstan combines rapid digitalisation with strong family values and long-standing Eastern traditions. “Kazakhstan is a secular state with deep-rooted Eastern traditions and strong family values.” The country’s high level of internet usage has significantly accelerated the growth of e-commerce. At the same time, highly aggressive marketing approaches are far less effective than in many Western markets. One of the most interesting developments is the changing customer base. “Financially independent women have become the primary buyers and market drivers in Kazakhstan.”

At the same time, the market continues to be strongly influenced by cultural values. While direct and provocative advertising may work in some countries, Kazakhstan requires a different approach. “Aggressive or overly explicit marketing does not work here; sales are instead driven by aesthetics, the concept of sensual wellness, and the values of preserving marriage.” This development highlights how important it is to understand the needs of different target groups. For many customers, wellbeing, intimacy and healthy relationships play a far greater role in purchasing decisions than bold or attention-grabbing marketing messages.

Looking Back: What Would They Do Differently?

Experience has highlighted the importance of making data-driven decisions from the very beginning. “From day one, I would implement automated inventory tracking and strict category management.” The team would also invest immediately in highly visible retail locations instead of compromising with hidden basement premises during the company’s early years.

Finally, they emphasise the importance of business education, financial planning and scalable operational structures as key lessons learned.

Which Products Are Currently Most Popular?

Today’s best-selling categories include lubricants, condoms and a wide range of sexual wellness products for both men and women. Clitoral air-pulse stimulators continue to be among the fastest-growing product categories, alongside male pleasure products such as sleeves and masturbators. Overall, the market is moving steadily towards products that combine intimacy, pleasure and sexual wellbeing with premium quality and thoughtful design.

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SEXYSTYLE (Latvia)

Latvia’s sexual wellness market has evolved considerably over recent years. For the team at SEXYSTYLE, one lesson stood out from the very beginning. “The biggest surprise when starting an adult business in my country was how important customer education and trust turned out to be.”, states Girts, Head of Marketing at SEXYSTYLE.

Initially, they expected product sourcing and marketing to be the biggest challenges. Instead, they quickly realised that customers were looking for something far more valuable: professional guidance, discretion and a safe, welcoming shopping experience. The team was also surprised by the growing interest in products that support relationships and overall wellbeing rather than focusing solely on functionality. “I was also surprised by how many people are interested in products that support wellness, intimacy, and relationships, rather than focusing solely on the functionality of the products themselves.”

How Has Public Perception Changed?

According to SEXYSTYLE, attitudes towards sexuality have become noticeably more open over the past decade. “The adult industry is much more accepted today than it was in the past.”  The company has observed increasing openness, particularly among younger generations, who are more comfortable discussing intimacy, relationships and personal wellbeing.

“People have also started to view sexuality in a much more playful way — as something to explore and enjoy, rather than something that has to be approached with so much seriousness.” Overall, sexual wellness is increasingly regarded as a natural part of a healthy lifestyle rather than a taboo subject.

The Biggest Challenges

Like many retailers in the industry, SEXYSTYLE initially had to overcome public misconceptions. “One of the biggest challenges during our first years in business was overcoming the stigma that still surrounded the adult industry.” Building trust became the company’s highest priority. “We had to work hard to build trust, educate customers, and create an environment where people felt comfortable asking questions and exploring products without judgment.”

In addition, the team faced challenges in marketing, product selection and adapting to changing customer expectations. Over time, the business gradually evolved: the product range expanded, the level of personal advice became more in-depth, and education moved more clearly into focus. Today, SEXYSTYLE no longer sees itself solely as a retailer, but also as a trusted source of information, inspiration and sexual wellbeing.

What Makes SEXYSTYLE Different?

For SEXYSTYLE, selling products has never been the ultimate goal. “Our focus goes far beyond simply providing high-quality products. A key part of our mission is promoting sexual wellness and education.” The company offers individual consultations, couples’ consultations, educational workshops and community events while actively supporting organisations working in the field of sexual education. Even the store design reflects this philosophy. “Our stores are bright, welcoming, and often compared to boutiques rather than traditional adult stores.”

Above all, the team believes that every customer deserves personalised advice. “Our goal is not simply to make a sale, but to provide a positive, supportive, and educational experience that contributes to our customers’ overall wellbeing.”

Looking Back: What Would They Do Differently?

Like many experienced entrepreneurs, the team would trust their instincts earlier and make important decisions more quickly. They would also invest sooner in building a strong team and scalable business structures. At the same time, they see every early challenge as an essential part of their journey. “Many of the challenges we faced helped shape our company into what it is today.”

Which Products Are Most Popular?

One of the strongest trends in Latvia is the growing interest in products designed for couples. App-controlled and remote-controlled products from brands such as We-Vibe and Lovense continue to gain popularity, allowing couples to stay connected whether together or apart. Products featuring Womanizer’s Pleasure Air Technology are also seeing strong demand. Lubricants remain one of the most consistently purchased product categories across all age groups.

As the team explains: “Overall, the trend we see most clearly is that people are becoming more curious, informed, and willing to invest in their sexual wellbeing and relationships.”

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Conclusion

Our conversations with Blitzwerks, Boys of Toys, flirtshop and SEXYSTYLE demonstrate just how diverse the global sexual wellness industry has become. Cultural values, legal frameworks and consumer behaviour differ significantly from one country to another. Yet despite these differences, the same themes emerged time and again. Across every market, customers are looking for trustworthy advice, premium-quality products and welcoming environments where they feel comfortable discussing intimacy without judgement.

The role of adult retailers is evolving accordingly. Increasingly, they are becoming places of education, guidance and discovery rather than simply points of sale. As conversations around sexuality continue to become more open worldwide, sexual wellness is increasingly recognised as an essential part of overall health, self-care and quality of life.

FAQ

Why do adult stores differ so much around the world?

Adult retail is shaped by cultural values, social attitudes and local regulations. While sexual wellness is widely accepted in some countries, other markets place greater emphasis on discretion, education or cultural sensitivity.

How has the adult industry changed over the past decade?

The industry has evolved from traditional adult retail towards a broader sexual wellness approach. Education, sexual health, self-care and relationship wellbeing have become increasingly important for consumers worldwide.

What challenges do adult retailers face?

Many businesses report similar challenges, including advertising restrictions, building customer trust and overcoming social stigma. At the same time, expert advice has become one of their greatest strengths.

Which products are currently most popular worldwide?

Although trends vary by market, premium lubricants, clitoral stimulators, couples’ products and innovative sexual wellness technologies continue to experience strong global demand.

Why is personal advice becoming more important in adult stores?

Customers increasingly want trustworthy information, personalised recommendations and a comfortable environment where they can ask questions and choose products that suit their individual needs.

Why are more companies using the term sexual wellness instead of adult?

The term sexual wellness places greater emphasis on wellbeing, sexual health and self-determination. Today, many businesses see themselves not only as retailers but also as trusted sources of education, guidance and open conversations about intimacy.