Lovecraft Ltd.

Celebrating Sexuality since 1972.

Lovecraft has come a long way from its first small store that opened in Toronto in 1972. Throughout the years, Lovecraft has always tried to be a place where women and men could explore their sexuality in a fun and safe way.

The art of pleasuring yourself and others is what Lovecraft is all about. Whether you are an older couple, two young people just beginning life's odyssey together, or someone not in a relationship at all, you'll find new erotic possibilities with Lovecraft's selection of inspiring products...products that enhance the kind of satisfaction you get in giving, receiving, and sharing life's sensual pleasures.

Like many of the greatest discoveries, Lovecraft was born out of necessity and entrepreneurship. In 1971, two women found themselves in need of a way to support their families. Neither had formal business training yet, both were determined to start a business. Their original idea of distributing teaching aids for children with developmental disabilities fell through due to funding. However, while researching in England, one of the women discovered the phenomenon of European sex stores. Unlike the often dark, intimidating "head shops" that were scattered around the downtown core of Toronto, these European stores were clean, well lit, and had helpful, knowledgeable staff. Finding the concept intriguing, she returned to Canada and after searching for the right location, the two friends opened Lovecraft on Yorkville Avenue in Toronto. News coverage of this unique store spread fast across the country and a week after they opened, they were sold out to the bare walls. Thirty five years later, Lovecraft still has its reputation as being innovative and progressive, and has become an institution in Toronto. We are the oldest sex store in Canada and one of the oldest in North America. We're still owned by one of the original two women and so far, are showing no signs of slowing down.

It's true what they say; you don't get older, just better!