Walter and Angela's first entrepreneurial adventure began at Oudezijds Voorburgwal 135 in 2007. The store, called DVD Paradise, was previously owned by Johan Luising (Angela's father), which she inherited after his passing. The store mainly sold DVDs and some toys and was primarily geared towards male customers.


But Angela and Walter knew they wanted to change things up right away. They transformed the store into a charming, approachable, female-friendly gem on the Red Light District: Pure Lust was born! In 2015, the third generation joined in the family business, with daughter Kaylee and son Damian jumping on board.


After five years, they opened their second store at Oudezijds Voorburgwal 173 in 2012. Sadly, it burned down during New Year's Eve only six months later. But with the help of family, friends, and the Pure Lust team, they rebuilt the store better than ever.


Angela and Walter love a good challenge, and so in 2016, they took over a vacant shop located at Spui in Amsterdam, bordering the famous Kalverstraat. They immediately transformed it into their third beautiful store.


Soon after, in 2019, they opened yet another gem at Oudezijds Achterburgwal 117, right across from the iconic Casa Rosso. It was a dream come true to be located in such a prime spot on the Red Light District.


Unfortunately, COVID19 hit shortly after, and they had to let go of Pure Lust at Spui after five beautiful years due to high rent and overhead costs. But as one door closes, another opens.


In 2021, something wonderful happened. The store next to Casa Rosso at Oudezijds Achterburgwal 112 became vacant, and they jumped at the chance to take it over. With the help of friends, family, and staff, they turned it into a true dream come true. You can't let a chance like that pass you by!


In their 15 years of Pure Lust, Angela and Walter have developed a beautiful vision and brought erotica to a more accessible level. They provide a unique and personalized experience that makes you feel right at home. The music is always playing, the staff is trained to be experts, and they are genuinely interested in what you're looking for and what you need. No question is too crazy for them. They're here for everyone!


They even came up with the idea of giving each store a theme to distinguish themselves from other erotic shops around them. And so The Leopard, The Pink, The Garden, and The Club Vibe stores were born.


The whole Achterberg family runs three beautiful gems in Amsterdam! <3