Young Midland entrepreneurs take control of Toyboy Warehouse

BIRMINGHAM-based entrepreneurs Mike Bandar and James Vardy have acquired 90% of London-based dating business Toyboy Warehouse.

The business, which unites older women and younger men, will now switch its operations from London to Birmingham.

No monetary value has been put on the deal.

Bandar and Vardy – who are based at One Victoria Square in Birmingham city centre – believe that the business, set up by Julia Macmillan, will benefit from reduced overheads and the city’s rapidly expanding technology scene.

Toyboy Warehouse currently has a user base of 30,000 active members but Bandar and Vardy have plans to build member numbers and open up the site to an international audience.

They have plans for new functionality, industry partnerships, a pilot in Ireland and a roll out to Australia and the US.

Macmillan said: “Toyboy Warehouse now has the core expertise in place to fulfil its potential.  We have six years’ experience of learning about what makes our users tick and with this investment we can now improve our offering with better site functionality and a strong mobile service. 

“Toyboy Warehouse will also build on its strong connection with its community through a range of social events.”

Bandar said: “Toyboy Warehouse benefits from strong foundations and a loyal user base. However, we now have the opportunity to broaden our reach.

“The dating market has changed dramatically since the launch of Toyboy Warehouse in 2007 and there is a growing realisation amongst older women that younger men are more like-minded and adventurous than their male contemporaries. 

“The category may be niche but it is growing fast as more women see their friends find love and a more fulfilled social life as a result of joining the site.”

Bandar and Vardy have run several businesses in Birmingham including a paintball company and a fitness supplement firm.

They are alumni of the New Entrepreneurs Foundation.