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About us

Our Story is the alternative website to

Back in year 2000 when U4Ria first opened in Singapore, it was still a huge societal and cultural taboo for a shop to be selling adult toys and sex-related paraphernalia. The founders of U4Ria observed that the wants of sex toys by the residents have quickly evolved into real needs and they wanted to provide customers with the desired goods and additional knowledge for them to make an informed purchasing decision. After conducting some ground work, the business was registered in August 2000 and began at Midpoint Orchard.

Years later, with the strong support of customers, coupled with the staff’s commitment, knowledge, experience, willingness to learn; and ability to connect with customers, U4Ria eventually expanded and grew a branch at Peninsula Plaza (update: permanently closed in Feb 2021), and subsequently another in Geylang. With U4Ria’s ability to select products that cater to different needs and requirements, the business now carries over 13,000 products from renowned manufacturers and brands of United States, Sweden, Japan, The Netherlands and Germany. Today, U4Ria is a trusted South-East Asian distributor who is proud to serve the needs of Singapore residents and those beyond.

We registered "U4Ria" as a trademark in October 2011, trademark registration number: T1113804F

Our Uniqueness


At LoveisLove/U4Ria, with our two stores, we offer more than just wide range of products across different price range for differing preferences, practices and sexual orientations; we also offer good customer service based on matching needs of customers with the right products; providing extensive and comprehensive knowledge to assist customers with their selection. The company works hard to give all customers a memorable U4Ria/LoveisLove shopping experience that is truly unique, priceless and worth revisiting.


In the light of the population becoming more internet savvy, educated and sophisticated, and a lack of time to go for retail therapy at U4Ria/LoveisLove, our online store also provides a wide range of merchandise and different price range to choose from. Customers who prefer privacy, and being able to determine the delivery time-slot of their order, will find the online shopping experience at LoveisLove/U4Ria to be quick and pleasant. Confidentiality and privacy of our customers are guaranteed and respected. We treat customer’s details with utmost care and secrecy, as we would like others to treat our personal details.


psst: online instant promo codes: 8% off LIL8 (no min. spend); 12% off LIL12 (min. $299); 15% off LIL15 (min. $399)

Remember to key in your promo code at checkout and hit 'apply' for it to take effect- we will not be able to provide a refund if you forget!


Suppliers’ Profile

We source our pleasure products from renowned manufacturers and distributors from the USA, Germany, Netherlands, Sweden and Japan. Many are award-winning designer brands in the adult toys industry with excellent quality, breakthrough innovation and attractive enough to meet the increasing demands of our customers.

Customers’ Profile

Our customers come from all walks of life and are demographically diverse. Customers from the LGBTQ community will be able to find their needs catered for at U4Ria. We do not target a particular market segment, nor disregard any groups, we intend to be the “Wal-Mart” of adult toys whereby anyone of legal age can easily get their desired product at LoveisLove/U4Ria.