There’s no denying that adult retail in Australia has carried a stigma for a long time.
People picture dark stores, hidden corners and places that only catered to one type of customer. To be fair, parts of the industry probably earned that reputation over the years.
But the reality today is very different.
Over the last decade especially, conversations around sexuality, wellness, relationships and self-expression have become far more open. People are more comfortable talking about intimacy. Couples explore together. Women shop the category confidently. People are more willing to embrace who they are instead of feeling embarrassed about it.
Working within this industry, you see that shift happening every day.
And honestly, I think that’s a good thing.
At Club X, we’ve been part of Australia’s adult culture for over 50 years. That history matters to us. The “XXX” side of the business, the openness, the fantasy, the curiosity - that’s part of our DNA and always will be.
We’re not interested in pretending sex isn’t sexual, and we’re definitely not trying to turn Club X into some sterile wellness brand that strips all the personality and edge out of adult culture.
Fantasy exists.
Kink exists.
Adult entertainment exists.
So does wellness, intimacy and self-confidence.
The reality is, adult life is layered and personal. For some people, sexuality is about connection and relationships. For others it’s confidence, curiosity, fantasy or exploration. Most people probably sit somewhere in the middle.
That’s why I’ve never believed adult retail should make people feel ashamed or judged for what they enjoy.
If anything, it should be the opposite.
To me, Club X feels like a safe space for adults to explore who they are without feeling awkward about it. Whether someone is outgoing and adventurous, or quiet and reserved, whether they’re shopping for wellness products, lingerie, a first toy or something a little more adventurous, they should feel comfortable walking through the door.
That’s probably the biggest shift happening now.
Not changing who we are, but changing how people experience the world of adult retail.
People still want the fantasy and excitement, but they also expect stores and websites to feel welcoming, mature and approachable. They want to browse without feeling intimidated. They want discretion, openness and a bit more confidence in the experience.
Honestly, I think the industry needed that evolution.
At Club X, we’ve been working toward modernising that experience while staying true to what made the brand what it is.
- Better presentation.
- More lifestyle-driven storytelling.
- More approachable shopping experiences.
- More educational content.
- Curated ranges that actually reflect how different people experience sexuality today.
Because we don’t really see these things as just products.
For many people, they represent confidence, intimacy, self-expression, fantasy or even personal growth. Sexuality is deeply personal, and no two people experience it the same way.
That’s also why I don’t believe adult retail should only speak to one type of customer anymore.
Women are a huge part of this category. Couples are a huge part of this category. Different sexual orientations, fantasies and lifestyles are all part of modern adult culture, and they deserve spaces where they feel accepted instead of judged.
That doesn’t mean removing the “adult” from adult retail.
It just means presenting it better.
The opening of our new store at Airport West is a big part of that next chapter for Club X.
For me, that store represents where the brand is heading. Still bold. Still open-minded. Still very much Club X. But modernised in the way adults want to experience it today.
Our history.
Your sexuality.
That’s probably the simplest way to put it.
We’re proud of where Club X came from, but we’re equally excited about where it’s going.
And if there’s one thing I hope people feel walking into our stores or visiting our website, it’s this:
No judgement. No shame.
Just a space where adults can explore openly, safely and confidently.
