Our story

Pure Lust is an Amsterdam-based family business with over 50 years of experience and history. Owners Angela and Walter, along with their children Kaylee and Damian, run three erotic boutiques.

Back in the '70s, Angela's father and grandfather, Johan Luising, opened a few erotic stores on the Red Light District. When Angela was 13 years old, she met her current husband, Walter, who had two right hands and soon started working for her father's business. Angela, on the other hand, pursued a career in hairdressing.

Sadly, Johan fell ill and passed away at the age of 59, leaving Angela and Walter to take over the family business. But they wanted to do things differently. They saw the future in female-focused eroticism and started sourcing products that catered to both men and women's desires. They also believed in creating a welcoming atmosphere in their shops, with unique themes and distinct look and feel.

Walter and Angela invest in their staff and take great care of them, creating a pleasant and special working environment. They've even passed on their enthusiasm and love for the business to the third generation, with Kaylee and Damian joining the team in recent years.

All this hard work and dedication have made Pure Lust one of the leading erotic boutiques in Amsterdam. Come and see for yourself why we're so special!