Sex shops are those delightful little (or not so little) storefronts where you can snag everything from vibrators to fetish gear, lube to lingerie, and maybe even a cheeky novelty gift for your mate’s stag do.
Europe has plenty of them, and they come in various shapes and sizes.
No hard numbers exist on how many sex shops dot Europe’s landscape (nobody’s counting that diligently), but they’re a fixture in every major city, and plenty of smaller ones too. From Amsterdam’s neon-lit smut emporiums to Berlin’s avant-garde erotic boutiques, the continent is not exactly short on sex gear.
The Rise of Adult Shops Through Europe
While sex shops didn’t just pop up overnight like some horny jack-in-the-box, they’ve certainly become more polished and respectable over time.
But to find their origin, we have to go way back. Way back.
Many centuries ago, the ancient Greeks were flogging olisbos, handcrafted dildos made of stone or leather, for wives whose husbands were off at war (or too busy philosophizing). Later on, Romans peddled racy trinkets and “potency potions” in bustling markets. Medieval Europe kept it hush-hush, but apothecaries quietly sold “marital aids” under the counter.
The real action kicked off in the 19th century. Victorian docs pushed vibrators as a “cure” for female “hysteria” — a dodgy diagnosis that conveniently required a lot of, ahem… hands-on treatment.
By the early 1900s, mail-order catalogs were sneaking racy goods to repressed housewives across Europe, and it wasn’t long until we’d see the emergence of sex shops in their current form today.
For that, we have the swinging sixties to thank; the sexual revolution’s big bang.
Modern Day Sex Shops
Germany’s legendary Beate Uhse led the charge, opening its first shop in 1962.
Founder Beate Uhse-Rotermund started with a sex-ed pamphlet in the ’40s, moved to mail-order goodies, and eventually built an empire.
By the ’90s, her chain had over 60 stores, raking in millions. She even took it public on the stock exchange.
In the UK, Soho’s sex shop scene exploded around the same time. Raymond Revuebar’s Paul Raymond turned smut into gold, blending strip clubs with retail. His empire got so big, he ended up one of Britain’s richest men — proof porn pays.
Meanwhile, Ann Summers started as a mail-order outfit in 1970, went brick-and-mortar, and now boasts over 80 stores. Fun fact: Its “Rampant Rabbit” vibrator got so famous, it crashed a Sex and the City episode.
Amsterdam wasn’t far behind. The Dutch embraced sex shops as part of their “live and let live” vibe, with spots like Christine le Duc (founded 1968) turning lingerie and toys into a high-street staple. They’ve got around 20+ stores today.
By the ’80s and ’90s, sex shops were popping up everywhere, fueled by porn VHS sales and a growing appetite for kink.
Recent Changes (Internet Era)
If you ever actually entered a sex shop in the ’90s (and I can just about remember), sex shops were a different beast.
Picture sticky floors, flickering neon, and a whiff of desperation. For one, they were absolutely stacked with porn VHS tapes and DVDs. Back then, those racks were the money-makers. You’d slink in, grab Debbie Does Dallas on cassette, and pray the clerk didn’t recognize you.
Or your mates on the way out.
Fast forward to 2025, and it’s a whole new game. VHS? Dead. DVDs? Barely clinging on.
Porn’s gone digital, streamed on your phone faster than you can say “incognito mode.”
Sex shops today have ditched the wall-to-wall video shelves; what little physical porn’s left is a niche collector’s thing or a sad afterthought in the bargain bin.
So what’s replaced it? Toys, toys, and more toys. Vibrators, plugs, restraints, you name it, they’ve got it, and it’s front and center. The ’90s had basic buzzers; now it’s app-controlled, USB-charged, eco-friendly gear that looks like it belongs in a sci-fi flick.
Lingerie’s gone from tacky satin to luxe designs, and lube’s a bloody science now. Organic, flavored, you name it.
Chains like Ann Summers or Fun Factory feel more like boutique stores than backstreet dens. Staff aren’t just cashiers—they’re “consultants,” ready to chat power settings or latex allergies. Some even host workshops on tantra or bondage. Try finding that shit in 1995.
The basic gist of the story is that Internet competition has forced adult retailers to evolve, and in short order. With porn and cheap toys a click away, physical shops have to offer what Amazon can’t: hands-on browsing, expert advice, and a bit of fun.
Types of Sex Shops In Europe
Europe’s got a wild mix, from grimy holes-in-the-wall to posh boutiques.
Here’s how they break down:
The Classic Sleaze Joint
We’ve reviewed hundreds of these for our city guides and sad news: they’re disappearing fast.
These are the old-school spots from yesteryear. Dim lights, sticky vibes, and a faint whiff of regret. Heavy on porn DVDs (back in the day), cheap toys, and whatever’s behind the curtain. Less about “wellness,” more about quick thrills.
You’ll still find them kicking around in red-light zones like Amsterdam’s De Wallen or Hamburg’s Reeperbahn. Soho in London used to be a sleaze magnet before the cleanup.
The High Street Hustlers
These are the chains that went legit.
Bright, welcoming, and borderline respectable. They’ve swapped seedy for “sexy fun” and lean hard into mainstream appeal, stacked with big-name brands like LELO or We-Vibe.
A classic example would be Ann Summers, oh so respectable and vanilla. Popular with couples, curious newbies, and hen parties stocking up for a laugh. You’ll spot these shops lurking on busy high streets, not hidden away.
The Boutique Kinkster
Pretty much every category of retail has an ‘artisanal’ take these days, and the classic sex shop is no different. These shops are small, stylish and big on empowerment.
Expect to find trendy high-end toys (Fun Factory, Womanizer), vegan leather BDSM gear, and stuff that doubles as decor. No DVDs… these folks assume you’ve got Pornhub.
Berlin’s a hotspot for boutique-y sex shops.
Case in point: take Other Nature, the “queer-feminist, sex-positive, environmentally-friendly vegan sex shop” in Berlin.
(Christ that’s a mouthful.)
Sex positivity is practically a religion in Germany.
Elsewhere, Boutique stores are also popping up in Paris and Copenhagen (the so-called ‘Amsterdam of Scandinavia‘).
The Fetish Den
There are still sex shops that can make an insecure man blush, and to find them, you’ll want to head to these specialty shops for the hardcore crowd.
These aren’t your nan’s sex shops. Well, unless your nan’s secretly into shibari and owns a dungeon.
Fetish dens are the dark, delicious underbelly of the adult retail world. Specialty spots built for folks who know their way around a paddle and don’t flinch at a ball gag. No pastel vibes or “wellness” nonsense here.
Once again, the Germans have it best.
Head to Berlin’s Kreuzberg district, fetish dens there are thicker than the techno beats. Absolute Danny in Amsterdam is another poster child, smack in De Wallen, it’s a shrine to leather and latex, serving the fetish faithful since the ’90s.
Major European Sex Shop Retailers
Can’t be arsed to get off the sofa?
Looking to start your search with the biggest names?
Here are the biggest adult retailers in Europe:
- Beate Uhse (Germany) – The OG of European adult retail. Started by a former Luftwaffe pilot turned sex-ed pioneer in 1946. Once a mail-order empire, it went brick-and-mortar in the ’60s and peaked with over 60 stores. Beate is the most successful company in the history of the German sex industry. In other words… The King of Kings.
- Ann Summers (United Kingdom) – The UK’s cheeky high-street darling. Started in 1970, now boasting 80+ stores and a site that ships practically everywhere.
- Lovehoney (United Kingdom) – An online juggernaut that’s less about storefronts, more about discreet deliveries. Started in 2002, it’s now a global player. Europe’s their bread and butter, but they also have a presence in the US and Australia.
- Christine le Duc (Netherlands) – Dutch kink since 1968. It started with lingerie, now it’s 20+ stores of toys, fetish gear, and saucy vibes. It’s a go-to in the Benelux region with a slick online shop to match.
- Fun Factory (Germany) – Bremen-based, they sell direct and through partners, with revenue in the millions (exact numbers are private). Global reach, but Europe is their playground.
- Orion (Germany) – Appearing regularly in our city guides, another German heavy-hitter. It started in 1911 as a bookbinder (wild pivot, eh?). Now it’s stores, a catalog, and a site peddling toys, DVDs, and fetish kit.
- Pabo (Netherlands) – Netherlands-based, shipping across the continent. Owned by Beate Uhse for a bit, now standalone.
- LELO (Sweden) – Ridiculously popular and Scandinavian sex toy royalty. They make luxe gear that’s half toy, half art piece. Direct sales and premium branding.
- Dorcel (France) – Multiple stores and a major porn production arm. Combined sales with other chains likely hit big numbers in France’s libertine market.
- Mister B (Netherlands) – Fetish den supreme, since 1994, it’s all leather, rubber, and BDSM gear for the hardcore crowd. Small but mighty.
