Business
Milford Haven and Pembroke Dock among top towns in Wales for sex toy sales
MILFORD HAVEN and Pembroke Dock have been named among the top five towns in Wales for sex toy purchases per capita, according to new data from adult retailer Lovehoney.
The UK Sex Map 2025, released this week, reveals that Milford Haven ranks third and Pembroke Dock fifth in the all-Wales rankings. They are joined by Tonyrefail (1st), Aberystwyth (2nd), and Aberdare (4th), with Cardiff, Swansea, and Newport failing to make the top five.
The data is based on anonymised online sales figures, adjusted by population, to determine where residents are most enthusiastic about buying adult products.
A spokesperson for Lovehoney said: “We analysed the number of purchases per person to get a true picture of which towns in Wales are most passionate about sexual wellness. Some of the smaller communities are clearly leading the way.”
Locals in Milford Haven and Pembroke Dock met the news with a mix of humour and curiosity. One resident told The Herald: “We might be quiet, but we’ve got our ways of keeping busy behind closed doors.” Another said: “I suppose we have to make our own fun — there’s not much else to do in winter!”
Why Pembrokeshire?
There may be more to it than meets the eye. While some might find the figures surprising, local factors could explain why the two Pembrokeshire towns are so high up the list.
For starters, there are no licensed sex shops in the county. Pembrokeshire County Council has historically steered away from licensing adult premises, which means residents looking to buy sex toys must do so online. With retailers like Lovehoney offering discreet packaging and next-day delivery, it’s an easy and private alternative.
In addition, everyone knows everyone in towns like Milford and the Dock. The idea of shopping locally for something so personal is enough to put most people off — but the anonymity of an online purchase makes it far more appealing.
Perhaps most intriguingly, Pembrokeshire has one of the oldest populations in Wales. Yet rather than shy away from the topic, older residents appear to be embracing sexual wellness.
One retired resident of Pembroke Dock, laughing, told The Herald: “We might be older, but we’re not dead!”
National trend
Lovehoney’s figures also show that interest in adult products spikes during the winter months and around Valentine’s Day, as people look for ways to improve intimacy or practise self-care.
The data comes with some extra quirks — the company’s interactive map also allows users to compare towns by average dildo length, girth, and lube volume sold.
Whatever the reason, it appears Pembrokeshire is anything but prudish.
As one local quipped: “At least it proves we’ve still got a sense of adventure!”
Business
205-unit storage site at Pembrokeshire farm submitted to planners
A CALL to allow a Pembrokeshire farm to keep a storage facility for more than 200 caravans, boats, cars and farm machines as a form of diversification has been submitted to county planners.
In an application to Pembrokeshire County Council, Mr & Mrs Davies, through agent A.D Architectural Design Consultants Ltd, seek retrospective permission for a farm diversification scheme to accommodate the storage of caravans, boats, cars and farm machinery in four of eight agricultural sheds and on hard-standing concrete courtyards at Froghall Farm, Spittal.
The works were completed back in 2019.
A supporting statement accompanying the application said: “At present, four of the eight shed structures on the site form part of the caravan and boat storage scheme, with additional touring caravans stored externally on the concrete courtyards.”
It said the storage provision was split as follows: Shed 1 – farm workshop, and 30 caravans, motorhomes, boats & cars; shed 2 – 16 caravans; shed 3 – 28 caravans, motorhomes, boats & cars – 28; shed 8 – cubicle shed, 11 units of farm machines, motorhomes & caravans; courtyard storage of 120 touring caravans, for an overall storage of 205 units.
The statement added: “It would take place in an accessible location, would incorporate sustainable transport and accessibility principles and would not result in a detrimental impact on highway safety or in traffic exceeding the capacity of the highway network; access road is a no-through road with no increase in traffic due to the nature of development.
“There won’t be a constant stream/flow of traffic as the site’s used for storage. Our client offers a towing service to sites in and around Pembrokeshire, which is used by 45 per cent of their customers, who are unable or prefer not to tow themselves. This gives our client control over the flow of traffic.”
The application will be considered by county planners at a later date.
Business
Wolfscastle spa earns prestigious AA recognition
WOLFSCASTLE COUNTRY HOTEL and Spa in Pembrokeshire is celebrating national recognition after its luxury spa was included in the prestigious AA Recommended Spa Awards.
The accolade highlights the hotel’s commitment to delivering high-quality wellbeing experiences, exceptional service, and first-class facilities.
The AA Recommended Spa status is awarded to venues that provide an outstanding guest experience, combining professional expertise, premium treatments, and a relaxing environment. The recognition places Wolfscastle among a select group of leading spa destinations across the UK.

Hot stone massage in the Wolfscastle Country Hotel & Spa treatment room.
The spa, which has been open for nine years, has established itself as one of Pembrokeshire’s top wellness destinations, welcoming both hotel guests and day visitors seeking relaxation in a tranquil countryside setting.
Facilities include hydrotherapy experiences, thermal suites, and dedicated relaxation areas, alongside a wide range of luxury treatments designed to help guests unwind and recharge.
Bethan, Spa Manager at Wolfscastle Country Hotel & Spa, said: “We’re absolutely delighted to be recognised by the AA as a Recommended Spa. The team here work really hard to make sure every guest feels relaxed, welcomed and properly looked after from the moment they arrive.
“To receive this recognition is very special for us and reflects the care and effort our therapists put into every treatment.”
The award further strengthens the hotel’s reputation as one of West Wales’ leading hospitality destinations, offering award-winning dining, boutique accommodation, and premium wellness experiences.
Guests can enjoy spa days, overnight breaks, and tailored treatments throughout the year.
For more information or to book, visit www.wolfscastle.com.
The hotel is also marking a significant milestone this year, with owner Andrew Stirling celebrating 50 years at the helm.
Business
Pembroke South Quay boat shed expansion plans submitted
A PADDLEBOARDING and canoeing company’s call for an extension to a boat shed at Pembroke’s South Quay, below its historic castle, has been submitted to county planners.
In an application to Pembrokeshire County Council, G Booth of Paddle West CIC, through agent James Dwyer Associates, seeks permission for an extension to the stone-built boathouse, adjacent to the cliff on South Quay fronting the Mill Pond, Pembroke.
A supporting statement says: “It is intended to erect a single storey ‘lean-to’ building, or ‘shed’ for the storage of boats, such as canoes and kayaks, and related equipment, on a vacant space adjacent to the existing stone-built boathouse.”
It adds: “The boathouse and the intended adjacent boat storage shed is located, as is to be expected, in close proximity to water, the Mill Pond. The Mill Pond is the main area of activity for Paddle West, a Community Interest Company, providing boating activities, kayaking, canoeing and paddle boarding, frequently for young people and families.”
It goes on to say: “It is intended that the structure would be lightweight, erected on the exiting hard standing. The ‘shed’ would be used for the storage of boats and related equipment.”
With regard to the historic setting, it adds: “Although the stone-built boathouse appears not to be listed, it is recognised that the walls above are listed and together they are a piece.
“Accordingly, through form and external materials proposed, timber cladding and profile sheet roofing, the aim is to ensure that the structure would be subservient and muted and not detract or compete with the visual aesthetic of the boathouse or historic walls. In effect the addition would blend into the background.”
The application will be considered by county planners at a later date.
The boathouse is sited near to the new Henry Tudor Centre in South Quay, which is due to open in Spring 2027.
The centre, expected to receive around 30,000 visitors a year, will tell the story of Henry Tudor, son of Pembroke, his Welsh ancestry and his impact on our national story, Welsh culture and our wider British heritage.
The restored derelict South Quay buildings will also house a new library and community café, and a healthcare, social services and supported employment facility in the adjoining premises.
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