New Wild Secrets Executive Takes Sex Toys Mainstream

MELBOURNE, Australia—Launched by founder Gerrard Giummarra more than 25 years ago, Wild Secrets is a leading Australian online retailer of adult toys and lingerie, stocking everything from app-controlled vibrators through zip-up panties.

Will Dobbyn, a former executive from sports apparel brand 2XU, is on track to take pleasure products mainstream and in the process lead Wild Secrets through a major growth spurt. His appointment as Wild Secrets general manager follows a landmark deal—announced in February—in which the company was acquired by its American counterpart, Adam & Eve, to form the largest online sex toy retailer worldwide.

“The global sexual wellness market is expected to reach around $39 billion in five years,” says Dobbyn. “Wild Secrets already has over one million loyal Australian customers and this is just the start. The openness of Australians to try new things coupled with their rapid adoption of e-commerce creates the perfect conditions for exponential growth.”

Given Dobbyn's impressive résumé, which also includes management positions at behemoths BHP Billiton and premium eyewear company Luxottica Group (home of Oakley and Ray-Ban), his entry into the business of pleasure may seem left-field. Not so for Dobbyn. He believes the industry has a place in the lives of singles, couples and adults of all sexual identities.

“Wild Secrets will become the go-to destination, a one-stop shop catering to a diverse and inclusive customer base for whom sexual wellness is as much a pillar of health, like nutrition, exercise and sleep, as it is just plain fun,” he says.

In his first month, Dobbyn has already led Wild Secrets, which also has a presence in New Zealand and the USA, toward record-breaking year-over-year growth.

In acquiring Wild Secrets and sister lingerie stores Fantasy Lingerie and Linspree, as well as men’s sex toy store FGMO, Adam & Eve has created the world’s largest online adult retailer.

Adam & Eve Director of Business Development Bob Christian describes it as a perfect match. “Wild Secrets and other stores in the group are well-established, successful, growing and renowned for their quality products and exceptional customer service, much like Adam & Eve,” Christian says. 

“We are very excited about the future, especially with Will Dobbyn managing Australian operations,” he adds. “We will soon be bringing more fun and better sexual wellness to adults on almost every continent!”