The story of Nice ‘n’ Naughty began in 1999 with the opening of our first store in Chester. We set out to create a new era in the retailing of adult products.

On the one hand, our range is much more extensive and much raunchier than a non-licensed outlet such as Ann Summers. On the other hand, we wanted to get away from the male orientated, seedy image of licensed sex shops. Nice ‘n’ Naughty’s stores are bright, clean, female and couple friendly and managed by well trained, courteous and helpful staff. We welcome people of all sexual orientations: straight, gay, bi-sexual, lesbian, transexual.

Our commitment to developing a professional and motivated team is reflected by our award of the Investors in People certification, the only company in the adult products industry to achieve it.

The Nice ‘n’ Naughty formula has been so successful that we have now grown into a chain of outlets nationwide. Nice ‘n’ Naughty has also been voted the Best Adult Retail Chain’ in the UK for four years and in 2008 and 2009 was garlanded with the title of Best Retail Chain at the prestigious European E-line awards. 

We now want to bring this same, successful philosophy to the internet by launching our Online Store and we are literally setting out our stall in the Nice 'n' Naughty Mission Statement:

“Our Mission is to help people enjoy completely fulfilling sexual relationships by stimulating their imaginations and giving them the opportunity to try different, exciting experiences. Our ethos is to stretch the boundaries of sexual possibilities and break down taboos”.

In line with the Mission, we have set ourselves the standards by which we want to be judged:

1. To provide an extensive range of adult products for our customers at competitive prices
2. To provide our customers with suggestions, ideas and information as a way of expanding sexual horizons
3. To be a leader in identifying and supplying new products that offer something different
4. To offer an exceptional level of customer service, delivered by helpful, trained, knowledgeable staff 
5. To remain confidential and professional at all times