During a weekend away, a visit to an adult store left them feeling disconnected. The space was underwhelming, the products impersonal, and the experience entirely at odds with what sex really is: warm, human, and full of feeling.

Sex, intimacy, and masturbation are tactile experiences. They have tempo, warmth, and depth. We wanted that same energy to infuse the way people shop for something so personal and important, with intention, care, and a sense of ease.

Since opening, High Tide has grown into a space where people explore without pressure, shop without shame, and feel supported every step of the way. Every product we stock is chosen with intention. Every interaction is considered.

Over the years, thousands of conversations in the store have shaped how we think about pleasure, what people actually want from their toys, and where the industry could do better. We’ve learnt by listening: to the questions people ask, the products they come back for, the ones they don’t, and the small details that make something genuinely good to use.

In 2026, that experience led us somewhere new. We created the High Tide Label, our first collection of toys designed in-house. Four products shaped by what we’ve learnt behind the counter, with an emphasis on feel, function and the things that matter when a toy becomes part of your actual life.