Australian Excite Group Sold to US Adam & Eve

By on March 1, 2019

Hillsborough, N.C. — Adam & Eve have expanded internationally with the acquisition of the Melbourne based Excite Group Pty Ltd.

The Excite Group, a veteran company specializing in e-commerce within Australia and New Zealand, boasts retail sites similar to Adam & Eve including: Wild Secrets, Fantasy Lingerie, Linspree, Fantasy Footwear, Costume Warehouse and FGMO.

Excite Founder and former President Gerrard Giummarra will stay on for several months to assist with the transition. Giummarra entered into discussions with Adam & Eve nearly two years ago and today Adam & Eve and Wild Secrets combined are the largest online sex toy retailer in the world.

“Bringing together the largest online sex toy retailers in the USA and in Australia was an opportunity that simply could not be passed up,” said Giummarra. “It’s the right thing to do for Wild Secrets and the Excite Group.”

Adam & Eve New Business Manager Bob Christian commented, “Adam & Eve has been looking for the best way to become truly international as a company in order to position the company for significant growth. Wild Secrets and the Excite Group are Australia’s leader in e-commerce lingerie and adult oriented products—they are well-established, successful, growing, and enjoy a well-respected reputation for customer service, much like Adam & Eve. The companies are extremely similar in many regards and working together seemed like a perfect match. Both companies and their people are very excited about the prospects and opportunities for the future.”

Phil Harvey, Founder of Adam & Eve, has expressed similar excitement regarding the acquisition. “With the addition of a major erotic products company on the other side of the world, Adam & Eve has become truly international. We soon expect to be selling a growing number of toys and accoutrements for better sex on all continents—except perhaps Antarctica!”


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