Where to Buy High-Quality Lingerie & Toys in London: Your Local Guide

Searching for high-quality lingerie and toys in London can feel like a minefield—especially if you want something that blends style, comfort, and a bit of fun without the awkwardness. The city’s adult store scene is a whole different vibe compared to Paris or New York. London mixes old-school charm (think hush-hush boutiques in Victorian basements) with modern, welcoming shops right on bustling high streets.

You’ll find legendary spots around Soho—like Sh! Women’s Store or Harmony—where staff don’t blink an eye at curious questions or nervous newbies. But it’s not just about location. In London, you’re spoiled for choice between fancy lingerie boutiques with private fittings and friendly indie stores packed with everything from eco-friendly vibes to bright, playful designs. There’s no need to settle for something tacky or uncomfortable here—the market puts quality first, whether you’re after silk, lace, or sleek tech-infused toys.

Lately, places like Coco de Mer or Boux Avenue have made it way less intimidating to walk in, browse, and ask real questions. Even supermarkets in areas like Kensington sometimes stock discreet selections—yes, really. Whatever your relationship status, budget, or comfort level, you’ll find specialized services and a help-yourself attitude that feels miles away from the old clichés.

• Why London’s Adult Retail Scene Stands Out
• Best Lingerie Boutiques for Style and Comfort
• Top-Rated Adult Toy Stores and What They Offer
• Navigating Privacy and Discretion When Shopping
• Exclusive Events and Workshops in London
• Smart Shopping Tips for Locals and Visitors

Why London’s Adult Retail Scene Stands Out

London doesn’t just play catch-up when it comes to adult shopping—it sets the trends. The city has a reputation for blending old-school tradition with new attitudes about sexuality and body confidence. You’ll notice right away that many stores here don’t just sell products—they create safe, judgment-free spaces. Sh! Women’s Store in Hoxton has trained staff who answer every kind of question, and Coco de Mer is famous for gorgeous interiors that make shopping for lingerie and toys actually feel posh.

What sets London apart is variety and approachability. Want high-end brands? Head to Knightsbridge. Prefer something more discreet? Check out Lovehoney’s ‘click and collect’ at local post offices. Looking for inclusive options? Many shops stock gender-neutral items and custom fits. Even compared to cities like New York or Berlin, London’s retail scene is more concerned with inclusivity, transparency, and making everyone—from first-timers to curious couples—feel welcome.

Let’s get real for a second: London is still the only UK city where you’ll find large annual events, like the Erotic Art London expo or the Alternative Market in Camden, both bringing industry insiders and curious locals together. There’s even stats to back up just how busy the scene is:

It’s also common for London shops to offer in-person workshops—on everything from lingerie fitting to couples’ communication—something rarely found outside the city. Plus, self-checkouts and brown-bag packaging keep privacy at the front of the experience. Basically, in London, you’re just as likely to find an expert fitting service as you are a friendly, no-pressure vibe. That’s why the scene here stands out, year after year.

Best Lingerie Boutiques for Style and Comfort

London isn’t shy when it comes to lingerie shopping. In fact, the city is packed with spots where you’ll feel comfortable trying on everything from everyday basics to luxury lace. Most boutiques mix privacy, expert advice, and size inclusivity, so you’re not stuck with a one-size-fits-all experience. Here’s where Londoners actually go when they want both style and comfort—and a no-pressure vibe.

• Coco de Mer – Right in Covent Garden, this place is the gold standard for design and quality. Think silk robes, detailed corsets, and really unique sets. It’s not just for browsing—many locals book private fittings or attend playful workshops here.
• Rigby & Peller – Trusted for over seventy-five years (even the Queen was a client), this boutique in Knightsbridge is famous for proper fittings and an incredible range for all body types. Their expert fitters make shopping feel more like a spa appointment than a hassle.
• Boux Avenue – With several London locations (including Oxford Street), Boux Avenue is affordable, inclusive, and actually fun. They’re big on size variety and easy returns, so you can shop with less stress about getting it right the first time.
• Leia Lingerie – Tucked away on Oxford Street, this place is a favorite for fuller busts. They focus on style and support, which makes a world of difference if you always feel like most brands leave you out.
• Playful Promises – Based in East London, this brand is all about bold, funky designs—plus a huge range of sizes. If you’re tired of seeing just beige on the shelves, this is your shop.

Accessibility is a big deal in the London market. For instance, shops like Rigby & Peller and Boux Avenue offer online fitting booking, so you don’t have to queue or explain your needs in a busy store. Many boutiques now have gender-neutral changing rooms, and staff are trained to make everyone feel at home—no matter what you’re shopping for.

Worried about price? Here’s a quick table showing what you can expect to pay at some well-known stores. These are real numbers from early 2025 so you’re not guessing in the dark:

If you’re hunting for the best lingerie boutiques in London because you want something unique or just want a better fit, it pays to step into one of these spots. Don’t be shy—most staff members have genuinely seen and heard it all before. They’re there to help you feel confident and comfortable, no matter what you’re looking for.

Top-Rated Adult Toy Stores and What They Offer

When it comes to London adult stores, the city steps up big time. Instead of feeling tacky or dodgy, the best sex toy shops across London make shopping easy and embarrassment-free. Let’s break down some favorites locals actually rate.

Sh! Women’s Store in Hoxton is famous for its woman-run team and privacy-first layout. You’ll see simple displays, clear price tags, and staff who know how to explain products without making anyone squirm. They started back in 1992—so they’ve seen it all and have answers ready. Plus, everything they sell is handpicked for real comfort and safety, not cheap gimmicks.

Harmony Adult Store in Soho stands as a London landmark, open since the late ‘90s and still going strong. Harmony is huge, so you’ll find award-winning vibrators and sleek packaging right alongside kinkier gear and designer brands. People love that it’s fully open plan, so you’re not stuck hunting in the dark for what you need. Watch out for Harmony’s in-store offers that pop up every few months.

Purple Moon on Cambridge Heath Road is all about LGBTQ+ and sex-positive vibes, pulling in customers from all over East London. The store stocks loads of body-safe materials, beginner-friendly guides, and inclusive toys you won’t always see elsewhere. Plus, if you’ve got questions, their staff really know their stuff, especially about products for all genders and orientations.

If you’re looking for a slick, techy vibe, Coco de Mer (just off Covent Garden) is a must-visit. With elegant displays, this place feels more like a boutique fashion shop than anything else. Expect smart toys, app-linked massagers, and high-end brands—plus a private consultation area if you want advice minus the crowd.

• Sh! Women’s Store: Best for privacy and safe beginner products.
• Harmony: Massive range, good for exploring different brands and styles.
• Purple Moon: Super inclusive and friendly, great for LGBTQ+ shoppers.
• Coco de Mer: Upscale choices and private consultations.

Wondering what people actually buy? Here’s a quick look at what’s hot in London’s adult shops, by sales percent based on survey data collected in 2024 by the trusted Sexual Wellness Retail Group:

Want to shop smart? Always check store websites for age checks—most London shops are 18-plus only, and you might need your ID for some in-person purchases. And if you want max privacy, several shops deliver in plain packaging anywhere in Greater London so you can browse from home without worry.

Navigating Privacy and Discretion When Shopping

Shopping for lingerie and adult toys in London can feel awkward if you’re new to the scene—or just private. Luckily, most stores here get it. Shops like Sh! in Hoxton and Coco de Mer in Covent Garden have thought things through. Fitting rooms are designed for privacy, and staff will leave you alone if you’d rather browse solo. Signs and store policies almost always say you’re welcome to ask for help, but no pressure. Many London adult shops avoid blaring signs or flashy windows, so you slip in and out without attracting attention.

If you want to be extra incognito, loads of shops offer click-and-collect or delivery right to your door. Most deliver in plain packaging. Harmony in Soho, for example, ships UK-wide in brown boxes with nothing on the label. Even big lingerie chains like Ann Summers keep your shopping discreet, whether you’re ordering online or choosing in-store pickup.

Contactless payment is everywhere—most customers don’t use cash anymore. A quick tap with your phone means you’re not hanging around longer than necessary. Many shops now open later, or schedule private appointments, which is handy if your job means you want to avoid bumping into anyone you know.

• Use click-and-collect or choose off-peak hours if you want fewer people around.
• Look for stores with separate checkouts or private fitting rooms for total discretion.
• If you’re worried about packaging, double-check the store’s delivery FAQ—most London shops have clear, no-nonsense privacy policies.

Here’s a look at how London stores usually handle privacy and delivery (based on data from top local retailers):

With most London adult stores, privacy is standard, not a special request. If you’re ever unsure, just ask—most staff are trained to make it easy, not awkward.

Exclusive Events and Workshops in London

If you think adult stores in London are just about browsing the aisles, you’re missing out. Shops across the city are way ahead when it comes to community events, skill-building workshops, and confidence-boosting classes.

Let’s talk specifics. Sh! Women’s Store in Hoxton is probably the best-known for organizing open, supportive sessions on everything from intimacy tips to the basics of body-safe toys. These workshops tend to sell out, so you’ll want to book early. They run everything from beginner’s guides to couples’ classes—usually priced between £15–£30 per session.

Coco de Mer in Seven Dials is almost legendary for its high-end lingerie and also for its talks and masterclasses. Expect topics like ‘The Art of Seduction’ or practical lessons on boudoir photography. These are more exclusive—think velvet couches, a private vibe, and limited spots—often paired with glasses of bubbly and expert hosts.

If you lean more toward tech and innovation, Harmony in Soho sometimes runs hands-on demonstrations, showing how to use the latest gadgets safely and efficiently. It’s a good spot for getting real advice without judgment.

Here’s a quick comparison of London’s regular events so you can plan ahead:

Don’t forget: Pride Month in June is packed with special events. Many London adult stores run pop-ups, themed nights, and LGBTQ+ friendly classes. Booking ahead is a must for anything around this time, and a lot of stores hand out discount codes or starter kits to workshop attendees.

Best tip? Sign up for your favourite store’s mailing list and follow their Instagram. That’s where you’ll find unadvertised workshops, last-minute openings, or even ticket giveaways. There’s zero need to feel awkward. Most people at these events are regular Londoners—any gender, any age 18 and up—just looking to learn something new in a relaxed setting.

Smart Shopping Tips for Locals and Visitors

If you’re after the best London adult stores, it pays to know a few tricks for making your search easy, safe, and actually enjoyable. Whether you live in the city or you’re just passing through, these practical tips will help you avoid pitfalls and make the most out of your shopping trip.

• Do your research before you go. Don’t rely on generic map searches—some shops specialise in lingerie, while others are more focused on toys or accessories. Well-known names like Sh! in Hoxton and Coco de Mer in Covent Garden are trusted for a reason: clean spaces, knowledgeable staff, and top-tier products.
• Check store opening times. A lot of boutiques in central London, especially those around Soho, open late and close late, making evening shopping easy. Independents outside the centre may have shorter hours, so a quick online check is always worth it.
• Ask for help if you’re unsure. Staff in reputable stores actually want to help. If you’re new to lingerie fitting or don’t know your size, stores like Boux Avenue offer free, private fittings—no judgement, just good advice. For toy shopping, Sh! and Harmony both have staff who know their stuff and are happy to suggest what’s popular or beginner-friendly.
• Consider privacy and packaging. Most London shops will pack your purchases discreetly with plain bags. If you’d rather not shop in person, see if the store offers click-and-collect or home delivery—Coco de Mer, for example, ships with unbranded packaging.
• Look out for seasonal sales and deals. After Valentine’s Day and close to Christmas, stock clearances mean premium brands at lower prices. Email lists and social media are good for heads-up on flash sales.
• Check return policies. Most stores in London do not accept returns on toys and lingerie for hygiene reasons, but some allow exchanges if tags are still intact. Ask at the till, so you’re not surprised later.

One last heads-up: If you want to support local, check for small, independent shops in neighbourhoods like Hackney, Brixton, or Camden. These often carry unique pieces you won’t find in big chains, and you’ll get service tailored to your needs—not just a sales pitch.