Australian Retailer Wild Secrets Appoints New GM

Australian Retailer Wild Secrets Appoints New GM

MELBOURNE, Australia – Adam & Eve-owned Wild Secrets, Australia’s biggest online retailer of adult toys and sexy lingerie, has appointed Will Dobbyn as their new General Manager.

Dobbyn, former executive from sports apparel brand 2XU, was hired with a brief, “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, last Valentine's Day, in which the company was acquired by its U.S. counterpart, Adam & Eve.

“The global sexual wellness market is expected to reach around $39 billion in five years,” said 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.”

The new GM’s resume includes management positions at mainstream companies like BHP Billiton and premium eyewear company Luxottica Group (home of Oakley and Ray-Ban).

Dobbyn 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.

Launched by realestate.com.au founder Gerrard Giummarra over 25 years ago, Wild Secrets bills itself as “the A to Z of pleasure,” stocking everything from app-controlled vibrators through to zip-up sexy panties. The retailer offers thousands of product lines.

According to Adam & Eve, after acquiring Wild Secrets and sister companies Fantasy Lingerie and Linspree, as well as men’s sex toy store FGMO, it has created the world’s largest online adult retailer.

Adam & Eve Director of Business Development Bob Christian described 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,” said Christian. “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!” Christian added.

For more information, visit the Wild Secrets website here, and the Adam & Eve website here.

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Williams Trading Unveils 'Christmas Giftables' Catalog

Williams Trading Co. has released this year's edition of its "Christmas Giftables" digital catalog.

Magic Silk Debuts 'Leather + Lace' Collection

Magic Silk has introduced its new Leather + Lace lingerie collection.

Fleshy to Launch Interactive Cam Site 'Eremote'

Male pleasure brand Fleshy has announced that it will launch an interactive, bidirectional cam site next month called Eremote.

New York Magazine Names 'Magic Wand Rechargeable' Its 'Best Overall Vibrator'

New York Magazine's "The Strategist" vertical has named Vibratex's Magic Wand Rechargeable the best overall vibrator.

Global Novelties Debuts New 'Stoner Vibes' Collection

Global Novelties has introduced its new Stoner Vibes in the Rear collection.

2025 XBIZ Exec Awards Nominees for Retail Industry Announced

XBIZ is pleased to announce the nominees for the retail industry edition of the 2025 XBIZ Exec Awards, set to be presented as part of the annual XBIZ Honors ceremony on Saturday, Jan. 18 in conjunction with XBIZ Expo.

JO to Hold Retail Associate Giveaway Throughout 2025

Lubricant brand JO has announced plans to conduct a retail associate giveaway each month throughout 2025.

Honey Play Box Sponsors La Faye Rose 'Pink October' Fundraiser

Honey Play Box sponsored La Faye Rose’s annual Pink October breast cancer fundraiser event, on Oct. 13.

Pink Toyz Rolls Out New Site Features

Online retailer Pink Toyz has introduced two new website features designed to enhance customer experiences and education.

Dame Launches Crowdfunding Campaign for New 'Hug' Cock Ring

Dame has kicked off an Indiegogo campaign to fund its new Hug cock ring.

Show More