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About the Lovers Family of Stores

Brand Position

For nearly 40 years, the Lovers Family of Stores has worked to empower and inspire great sexual experiences as a crucial component of sexual fulfillment.

Our History

Peekay, Inc, now TLA Acquisition Corp, was founded in 1981 by a mother and daughter, Phyllis Heppenstall and Kris Butt. The first three Lovers stores opened in Seattle within 14 months. The company grew steadily over the next two decades, establishing itself as the leading lingerie and sexual wellness retail chain. At that time, Lovers stores attracted primarily women and heterosexual couples.

In 2000, Peekay, Inc. acquired a successful chain of retail stores in the LA-area - A Touch of Romance. Another LA-area store-chain, Condom Revolution or ConRev, was purchased in 2004. In 2012, Peekay, Inc. was acquired by GEM 1847 and added Christal’s stores in Texas and Tennessee to the roster.

The brand, offering and shopping experience have evolved to fit a more diverse world.

Today, we are TLA Acquisition Corp, commonly referred to as The Lovers Family of Stores, and we own and operate 43 stores in five states - WA, OR, TX, TN and CA - under three different banners - Lovers, A Touch of Romance and Christal’s. ConRev stores changed names to A Touch of Romance in December 2018, following consumer research that suggested A Touch of Romance held more local equity.

In direct contrast to the Lovers stores of old, The Lovers Family of Stores now caters to every individual looking to reach their greatest pleasure potential.

Our Mission

We are committed to helping customers reach their greatest pleasure potential. For nearly 40 years, we have been a warm, welcoming resource for current information, non-judgmental guidance and high-quality, curated products for all interests, needs and budgets.

Our Vision

Each individual has a right to sexual pleasure and autonomy defined by their own expression. Everyone, regardless of race, gender identification, sexual orientation or socio-economic status deserves to reach their greatest pleasure potential. Consent, is of course, mandatory.

Our Values

Inclusivity: We welcome and serve all backgrounds, ethnicities, gender identities, sexual orientations and socio-economic statuses.

Well-Being: We believe sexuality plays an essential role in overall health and well-being.

Positivity: We promote a sex-positive culture. We support people, organizations and causes that advance body and sex positivity.

Respect: We stand by the ideation that respect and consent are the sexiest elements of any sexual experience.