Wild Secrets
Wild Secrets is an Australia- and New Zealand-focused online retailer of sexual wellness products, condoms, lingerie, and intimate accessories.
Last updated August 31, 2026
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Overview
Wild Secrets is an online sexual-wellness retailer serving customers in Australia and New Zealand. Its range includes sex toys, condoms, intimate wear, and related products marketed to men, women, and couples. The business operates as the flagship retail brand of PHE International Pty Ltd, which trades as Excite Online Services in Australia. PHE International is part of PHE, Inc., a United States-based sexual-health and adult-retail group founded in 1971 by Phil Harvey and associated with Adam & Eve, a major American distributor and retailer of sex toys, condoms, and lingerie. The brand’s origins are connected to Australian online entrepreneur Gerrard Giummarra and his internet-business interests. Giummarra had worked as an architectural designer during the 1980s and later created propertyseeker.com.au as an online way to display property projects. In the early 1990s he worked with the developers of realestate.com.au and proposed a merger. After selling his interests in propertyseeker.com.au and realestate.com.au in 1998, he established the IBSA online-retail group. Wild Secrets was developed within that broader portfolio, although the available reference material does not establish a precise founding year for the brand. IBSA later expanded into other online ventures, including bikeexchange.com.au, which was launched in 2007 and became a significant Australian cycling marketplace. Giummarra sold his stake in that business in 2012. The Wild Secrets operation and related Excite Online Services businesses were acquired by PHE, Inc. in 2019. Following the acquisition, Wild Secrets remained the consumer-facing flagship store for the Australian operation while gaining access to the resources and international experience of the wider PHE group. A notable subsequent development was the launch of Wild Secrets’ own sexual-wellness product line in 2020. In addition to selling third-party products, this private-label activity gave the retailer a way to develop products under its own identity and broaden its commercial proposition. The company has also used educational content, promotional initiatives, and public-facing sexual-wellness advice to position itself beyond a conventional adult-goods retailer. Wild Secrets has received Australian media attention for management appointments, its acquisition by PHE, Valentine’s Day delivery initiatives, and campaigns related to sexual wellness during the COVID-19 period. Its campaign titled “Go F*ck Yourself (for everyone’s sake)” encouraged adults to consider sex toys as a way of coping with the boredom and isolation of self-isolation. The brand has also appeared in mainstream, LGBTQI-focused, print, online, television, and community-radio media. Corporate citizenship has been another visible part of the brand’s public profile. In 2019, Wild Secrets partnered with Love Your Sister, an Australian cancer-focused charity co-founded by actor Samuel Johnson. During the 2019–20 Australian bushfire crisis, Wild Secrets and PHE, Inc. separately donated to the Australian Red Cross Disaster Relief and Recovery Fund and the Gippsland Emergency Relief Fund. The brand’s philanthropic positioning is consistent with the broader PHE group’s stated involvement in sexual-health education, family planning, and disease-control initiatives through organizations including Population Services International and DKT International.
History
Wild Secrets emerged from the online-retail activities of Australian entrepreneur Gerrard Giummarra. After working as an architectural designer, Giummarra founded propertyseeker.com.au to present property developments online. He later worked with the developers of realestate.com.au and proposed combining the two businesses. In 1998, after selling his interests in those property websites, he established IBSA, an online-retail group under which Wild Secrets was developed. The available historical record does not identify a definitive founding year for Wild Secrets itself. It places the brand within Giummarra’s broader IBSA ventures and describes it as an online retailer serving Australia and New Zealand. IBSA later developed additional digital businesses, including bikeexchange.com.au in 2007. Giummarra sold his stake in that cycling marketplace in 2012, while Wild Secrets continued as part of the Excite Online Services operation. The business became the flagship store of PHE International Pty Ltd, the Australian subsidiary of PHE, Inc. PHE International trades as Excite Online Services and operates from combined office and warehouse facilities in Australia. PHE, Inc. was founded in 1971 by Phil Harvey and is the parent company of Adam & Eve, a prominent United States adult-retail and sexual-health business. PHE, Inc. acquired Excite Online Services and the Wild Secrets operation in 2019. This transaction connected an established Australian and New Zealand online retailer with PHE’s broader international adult-retail and sexual-health network. After the acquisition, Wild Secrets continued to sell sex toys, condoms, lingerie, and intimate products for men, women, and couples. In 2020 it launched products under its own brand, marking a move toward private-label merchandise. The company also developed promotional and educational activity intended to frame sexual products within a wider sexual-wellness proposition. The retailer has used topical marketing to gain public attention. Its Valentine’s Day hotel-delivery offer was reported in January 2020. During the COVID-19 self-isolation period, its “Go F*ck Yourself (for everyone’s sake)” campaign presented sex toys as one way adults could deal with boredom and isolation. Wild Secrets has also appeared in Australian mainstream and LGBTQI-oriented media, including television, online publications, and community radio, for product advice, charity activity, and promotional initiatives. Philanthropy has formed part of the brand’s public identity. In 2019 it partnered with Love Your Sister, an Australian cancer charity co-founded by Samuel Johnson. In January 2020, Wild Secrets and PHE, Inc. made separate donations to the Australian Red Cross Disaster Relief and Recovery Fund and the Gippsland Emergency Relief Fund in response to the severe Australian bushfires. The wider PHE group is also associated with humanitarian work involving disease control, sex education, and family planning through Population Services International and DKT International.
- 2020
Wild Secrets launched own-brand products
[1]The retailer introduced a proprietary sexual-wellness product line.
- 2020
Wild Secrets supported bushfire-relief funds
[1]Wild Secrets and PHE, Inc. donated separately to Australian Red Cross and Gippsland emergency-relief funds.
- 2019
PHE, Inc. acquired Excite Online Services
[1]The acquisition placed Wild Secrets within PHE, Inc. through its Australian subsidiary, PHE International.
- 2019
Wild Secrets partnered with Love Your Sister
[1]The brand formed a charity partnership with Love Your Sister, a cancer-focused Australian organization.
- 2012
Giummarra sold his stake in the cycling marketplace
[1]Giummarra sold his interest in bikeexchange.com.au while the Wild Secrets business continued under Excite Online Services.
- 2007
IBSA launched bikeexchange.com.au
[1]IBSA expanded into online marketplaces with bikeexchange.com.au, a major Australian cycling marketplace.
- 1998
Giummarra founded IBSA after selling earlier property interests
[1]After selling his interests in propertyseeker.com.au and realestate.com.au, Giummarra founded the IBSA group.
- 1993
IBSA was established
[1]Gerrard Giummarra established the IBSA online-retail group, the business context from which Wild Secrets later emerged.
Products and positioning
An Australia- and New Zealand-focused online sexual-wellness retailer combining adult products, intimate apparel, educational content, promotional campaigns, and an expanding private-label range.
Sexual wellness
Sex toys
The retailer’s core assortment consists of sexual devices and accessories intended for individual and partnered use. The range is marketed to men, women, and couples and forms the main basis of Wild Secrets’ online retail proposition.
Sexual health
Condoms
Wild Secrets sells condoms as part of its sexual-health and intimacy assortment. The available reference material does not specify individual brands, varieties, or product specifications.
Intimate apparel
Lingerie and intimate wear
The store offers lingerie and other intimate-wear products for customers seeking apparel alongside sexual-wellness products. Specific collections and labels are not identified in the reference material.
Private-label sexual wellness · 2020
Wild Secrets own-brand sexual-wellness products
Introduced in 2020, the own-brand range expanded Wild Secrets beyond third-party retailing. The available sources confirm the product line but do not provide a detailed catalogue or individual product names.
Marketing campaigns
- 2020Valentine’s Day hotel sex-toy delivery
Australia
Wild Secrets promoted an exclusive delivery offer allowing customers to send sex toys to hotels for Valentine’s Day.
Outcome. The offer received coverage in Australian media; no sales or reach figures are reported.
- 2020Go F*ck Yourself (for everyone’s sake)
Australia · New Zealand
The COVID-19-era campaign encouraged adults to use sex toys to help relieve boredom during self-isolation.
Outcome. The campaign attracted media attention and positioned the brand within pandemic-era sexual-wellness discussion.
- 2020Australian bushfire relief support
Australia
Wild Secrets donated to disaster-relief efforts following the devastating 2019–20 Australian bushfires.
Outcome. The donations supported Australian Red Cross and Gippsland emergency-relief funds; no donation amounts are available.
- 2019Love Your Sister partnership
Australia
Wild Secrets partnered with Love Your Sister, a cancer charity co-founded by Australian actor Samuel Johnson.
Outcome. The partnership contributed to the brand’s charitable and community-facing profile; the available source does not quantify its results.
Brand decisions
2020
Launch a Wild Secrets own-brand product rangeProduct launchBackground
The retailer sought to extend its proposition beyond distributing third-party sexual-wellness products.
Action taken
Wild Secrets introduced its own sexual-wellness products.
Aftermath
The move established a private-label component within the retailer’s assortment, although detailed performance data is unavailable.
2019
Join the PHE, Inc. group through the acquisition of Excite Online ServicesM&ABackground
Wild Secrets operated as the flagship store of Excite Online Services in Australia and New Zealand.
Action taken
PHE, Inc. acquired Excite Online Services and brought the Wild Secrets operation into its international sexual-health and adult-retail group.
Aftermath
Wild Secrets continued operating as the Australian flagship brand of PHE International.
Sources1 sources
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