Wild Secrets Australia Hires Former 2XU Executive

By on June 27, 2019

Melbourne, VIC – If you’re among Australia’s most fun-loving adults, chances are you know Wild Secrets.

Launched by realestate.com.au Founder Gerrard Giummarra over 25 years ago, Wild Secrets is Australia’s biggest online retailer of adult toys and sexy lingerie.

It’s the A to Z of pleasure, stocking everything from app-controlled vibrators through to zip-up sexy panties, totalling thousands of product lines.

Now Will Dobbyn, former executive from sports apparel brand 2XU, is on track to take these pleasure products mainstream and in the process lead Wild Secrets towards unprecedented growth.

His appointment as Wild Secrets General Manager follows a landmark deal in which the company was acquired by its USA counterpart, Adam & Eve, to form the largest online sex toy retailer worldwide, rather fittingly on Valentine’s Day this year.

“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 eCommerce creates the perfect conditions for exponential growth.”

With an impressive resume also including management positions at behemoths BHP Billiton and premium eyewear company Luxottica Group (home of Oakley and Ray-Ban), entering the business of pleasure may seem left-field.

Not so for Dobbyn. He believes the industry has a place in the lives of everyday mums and dads, singles and couples – adults of all sexual identities aged 18 to 80 and beyond.

“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, towards record-breaking year-over-year growth.

While tough economic conditions have seen several big-name Australian retailers fall out of the race, Wild Secrets is continuing to run laps around the competition.

And there’s no sign of slowing down.

In acquiring Wild Secrets and sister companies including 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,” he says.

“We are very excited about the future, especially with Will Dobbyn managing Australian operations.

“We will soon be bringing more fun and better sexual wellness to adults on almost every continent!”


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