How Do Adult Stores Really Work? A Look Behind the Scenes

What Do Customers Expect from an Adult Store Today? Three Perspectives from Germany.

After taking a closer look at international adult stores and the adult industry in Singapore, Poland, Kazakhstan and Latvia in the first part of our series, we now turn our attention to Germany. Here too, the industry is undergoing significant change. Online retail, social media censorship, rising customer expectations and a more open conversation around sexuality are shaping the market.

For this follow-up, we spoke with three very different German retailers: MR CHAPS in Hamburg, FRAU BLUM in Stuttgart and Juicy in Leipzig. Their perspectives demonstrate just how diverse adult stores can be today – from a long-established fetish retailer and an elegant erotic boutique to a queer collective with a strong focus on sexual education.

Germany: A Market Between Openness and Reservation

Germany is considered a comparatively open market in many respects. At the same time, our conversations reveal that shame, uncertainty and old stereotypes still play a role. Especially during their first visit, many customers are looking for an atmosphere that provides a sense of security. A space where questions are welcome. Someone who listens. And products that not only work but also fit their body, their fantasies and their personal pace.

This is precisely where the strength of brick-and-mortar specialist stores lies. While online retail offers selection and discretion, physical stores create something that can hardly be replicated digitally: trust.

MR CHAPS (Hamburg)

Fetish Culture, Quality and Authentic Community Connections

For many years, MR CHAPS has been one of the best-known destinations in Germany’s fetish and leather scene. One of the biggest surprises for the owner in the beginning was how diverse the customer base actually is.

“Many people still associate adult or fetish stores with stereotypes, but in reality, customers from all age groups, professions and walks of life come to us,” says Jean-Claude, CEO of MR CHAPS.

Personal consultation plays a particularly important role when it comes to leather and fetish products. Many customers want to touch the materials, try on different fits and receive individual advice. For MR CHAPS, it is therefore about much more than simply selling products – it is about authenticity.

“Customers notice very quickly whether a store is genuinely part of the scene or simply sells products.”

An Industry in Transition

MR CHAPS has also observed that public perception has changed over the years. Sexuality, fetish and individual preferences are discussed much more openly today than in the past. Younger generations, in particular, tend to approach these topics in a more relaxed way.

At the same time, online retail has significantly changed the market. Customers research products beforehand, compare prices and read reviews. Nevertheless, brick-and-mortar retail remains especially relevant within the fetish sector.

“Particularly when it comes to leather, latex or custom-made products, many people want to experience personal consultation and genuine quality.”

From Challenges to Distinctive Strengths

Like many specialised retailers, MR CHAPS first had to establish itself in the market over the long term.

“The biggest challenge was certainly establishing ourselves sustainably in a niche market while remaining economically successful.”

Especially during the early years, education and building trust were the primary focus. At the same time, new online retailers intensified competition, while trends within the fetish community changed more rapidly than ever before.

Rising material costs also presented new challenges for the company. MR CHAPS responded by continuously expanding its product range, introducing new brands and placing an even stronger focus on custom-made products and personalised consultation. Today, the company combines traditional craftsmanship with modern trends, appealing to both long-standing loyal customers and a new generation of fetish enthusiasts.

According to MR CHAPS, German customers are particularly quality- and price-conscious. Craftsmanship, materials and durability play an important role in many purchasing decisions. At the same time, many customers value honest and discreet advice. Compared internationally, the team experiences German customers as somewhat more reserved at first. However, once trust has been established, long-term customer relationships often develop. Another unique characteristic of the German market is that cities such as Hamburg and Berlin have a long-standing fetish and leather tradition.

“As a result, there are many experienced customers here with high expectations when it comes to quality and authenticity.”

What Would MR CHAPS Do Differently Today?

With today’s knowledge, MR CHAPS would have invested in digital channels much earlier. Building a strong online presence, social media and distinct brand identities would have played a much bigger role from the very beginning. At the same time, the company would have developed exclusive products earlier in order to differentiate itself more clearly from competitors.

However, the core of the company would remain unchanged.

Personal consultation, close ties to the community and premium quality continue to form the foundation of MR CHAPS to this day.

Links:

Website:

Instagram:

Facebook:

FRAU BLUM (Stuttgart)

Trust Is Not Built Overnight

With its stylish boutique, cultural events and its own School of Love, FRAU BLUM has pursued a different concept from traditional adult stores ever since opening in 2014. From the very beginning, the goal was to create a place where women in particular could feel comfortable and experience sexual wellness without hesitation.

However, it quickly became clear that a modern store concept alone was not enough.

“We didn’t expect that the feeling of shame would still be so strong for most people and that we would first have to earn their trust through hard work,” say Mascha and Alex, founders of FRAU BLUM.

Although the concept was intentionally designed to be open, high-quality and welcoming, many people needed time before they felt comfortable entering the store or asking questions. Especially when it comes to intimate topics, trust is not built overnight.It often develops slowly through personal conversations and positive experiences.

The Challenges of a Small Independent Retailer

Since opening, the German market has evolved considerably. Today, customers place greater value on high-quality, body-safe products and are becoming increasingly conscious of their sexual health. At the same time, online retail continues to present major economic challenges for small specialist stores.

“Unfortunately, many people in this industry order online from large retailers. It’s difficult for a small business like ours to compete.”

Beyond economic competition, building a loyal customer base has remained one of the company’s greatest priorities. Ongoing operating costs, rising expenses and changing consumer behaviour continue to pose significant challenges for brick-and-mortar retailers. Nevertheless, over the years FRAU BLUM has built a strong and loyal community.

“If we weren’t doing this with so much passion, it would hardly be financially worthwhile.”

Current Trends

FRAU BLUM has observed that sexuality is discussed much more openly in society today. Female sexuality in particular is receiving greater attention, both in research and inmedia. This development encourages many people to speak more openly about their own needs and actively seek professional advice.

The product range has also changed considerably. While sales of traditional sex toys, books and DVDs have declined, other product categories have become increasingly important. High-quality personal care products, lingerie, body jewelry and accessories are especially popular today.

According to FRAU BLUM, this development is also linked to the growing acceptance of sex-positive events and a more confident and open approach to sexuality.

Links:

Website:

Instagram:

Facebook:

YouTube:

Juicy (Leipzig)

Queer, Collective and Education-Focused

Juicy in Leipzig brings another perspective to the German market: queer, collectively run and strongly shaped by sexual education. One of the biggest positive surprises was the diversity of unique products.

“Before opening our store, we often had the impression that every shop offered the same toys and brands. That’s why we wanted to focus our assortment on unique, special and extraordinary toys.”

Juicy also places great importance on ensuring that its toys are suitable for as many bodies and types of play as possible, are made from body-safe materials and come in packaging that is as discrimination-free as possible.

Another interesting finding was that customer preferences often turned out to be very different from what they had expected.

“Especially in the beginning, our business partners often told us that customers wanted toys that were ‘bigger, faster and more intense’ but our experience has been exactly the opposite,” says Julez, co-founder of Juicy.

Instead, many people are looking for gentle vibrations, small dildos and beginner-friendly plugs. This shows how important it is not to rely on stereotypes but to truly listen to customers.

Censorship as a Barrier to Sexual Education

One of Juicy’s biggest negative surprises has been the severe restrictions on social media.

“Talking about sexuality, toys and queerness and providing educational content is quickly punished with reduced reach.”

For a store that aims to be much more than a traditional sex shop, this is particularly challenging. Juicy offers workshops and sexual education, yet openly accessible educational content on social media remains heavily restricted.

More Conscious Shopping in Times of Crisis

Juicy has noticed that customers have become more cautious in recent years. Global crises influence purchasing behaviour because, for many people, sex toys are luxury products. At the same time, people continue to visit the store precisely because they want to do something good for themselves.

“To recharge with joy and pleasure so that they can face the crises with renewed strength.”

The industry has also become more diverse. More products are now being developed by and for marginalised communities, and these are particularly well received in the store.

If you’re interested in exploring why diversity and the queer community have been part of pjur since the very beginning our blog “Respect at Our Core.” offers all the insights you need.

Growing as a Collective

Juicy was founded in 2021 by four people. Many team members came from backgrounds in sexual education and social work rather than retail. As a result, the collective first had to acquire extensive knowledge about running a store, business processes and economic responsibility.

Since then, the team has continued to grow. In 2023, Juicy merged with another queer company from Leipzig and has since been running undrowear, an in-house brand for gender-affirming products. In 2026, another team member joined, bringing the collective to six people.

Currently, pressure wave toys, thrusting toys, lay-on vibrators and grinding toys are particularly popular. Beginner-friendly products such as slim plugs, small dildos, gentle vibrators and products in friendly colours also perform very well.

“And one thing that always works: toys that sparkle!”

Links:

Website:

Instagram:

What German Adult Stores Have in Common Today

Although MR CHAPS, FRAU BLUM and Juicy are very different businesses, their experiences reveal many common developments. Customers are looking for guidance. They pay closer attention to quality, materials and body-safe products. They seek personal consultation, especially when it comes to trying new experiences, exploring fetish, purchasing toys or overcoming uncertainties.

At the same time, brick-and-mortar adult stores face challenges that extend far beyond the sales floor: online competition, rising costs, limited advertising opportunities and social media censorship. To succeed today, it takes more than simply offering a good product range. It requires clear values, a strong community, trust and the ability to approach intimate topics with respect and expertise.

Conclusion: Brick-and-Mortar Adult Retail Has Not Disappeared – It Has Evolved

The three interviews show that adult stores in Germany fulfil many different roles today. They are specialist retailers, boutiques, community spaces, educational hubs and meeting places for different scenes. They sell products, but they also help bridge the gap between curiosity and shame, fantasy and safety, desire and the right recommendation.

Brick-and-mortar retail is under pressure. Yet precisely where products require explanation, where fit, materials, consultation and trust matter, it remains highly relevant—perhaps even more relevant than ever before.

Modern adult stores no longer simply answer the question: What can I buy?

They help people discover what truly suits them.

If you would like to look beyond Germany, you can find further insights into developments and trends from different countries in our blog about adult retailers around the world.

FAQ

How have adult stores in Germany changed?

Adult stores in Germany are increasingly evolving into specialist retailers focused on sexual wellness, consultation and education. Quality, body-safe products, discretion and personal advice play a much greater role today than they did in the past.

What challenges do brick-and-mortar adult stores face?

The biggest challenges include online competition, rising operating costs, limited advertising opportunities and social media censorship. At the same time, physical stores must build trust and provide individual, customer-focused consultation.

Why is personal consultation important in adult stores?

Many products require explanation. Customers want to feel different materials, assess sizes, ask questions and receive recommendations that suit their bodies, their needs and their level of experience.

What trends are currently shaping German adult stores?

Different target groups are driving different trends, including high-quality leather and fetish products, lingerie and accessories, pressure wave toys, beginner-friendly toys, grinding toys, gender-affirming products and products for sex-positive events.

What role does sexual wellness play in the German market?

Sexual wellness increasingly places wellbeing, self-determination, quality and education at the centre. Many retailers no longer see themselves solely as places to purchase products, but also as sources of information, inspiration and sexual education. They support people in exploring their sexuality with confidence and on their own terms—an idea that lies at the heart of sexual wellness.