Ronnie sells his Sex Shop

Nestled along the dusty expanse of Route 62, a scenic byway threading through South Africa’s Klein Karoo, Ronnie’s Sex Shop—a misnomer born of a prank—has become an improbable tourist magnet. This eccentric pub, famed for its graffiti-clad walls and ceiling festooned with underwear, is now on the market for R17.9m ($1m), marking the end of an era for its octogenarian founder, Ronnie Price. As he prepares to retire, the sale of this 230-hectare farmstead and its legendary bar underscores both the resilience of rural entrepreneurship and the challenges of preserving cultural curios in a shifting economic landscape.

The story began in the 1970s, when Mr. Price, a local farmer, opened a roadside stall near Barrydale to sell produce. His sign, “Ronnie’s Shop,” was playfully defaced by friends who added “Sex,” transforming a humble venture into a cheeky landmark. Rather than erase the vandalism, Mr. Price embraced it, converting the site into a bar that capitalized on Route 62’s emergence as a tourist draw in the 1980s. The 750km route, a slower rival to the N2 highway, now lures thousands with its vineyards, mountains, and offbeat charm. Ronnie’s, with its scribbled-on toilets and donated bras, became a must-stop, earning plaudits in travel guides and a 4.5-star rating on TripAdvisor from over 1,000 reviews.

The bar’s appeal lies in its interactivity: patrons leave notes, currency, or undergarments, creating a living archive of global wanderlust. Its deck, seating 60, offers Karoo vistas alongside hearty fare like lamb shanks and local wines. Yet it’s the intangible—a blend of irreverence and hospitality—that has made Ronnie’s a cultural touchstone, drawing bikers, backpackers, and the occasional celebrity.

Listed through agents like Pam Golding, the R17.9m sale includes the pub, a coffee shop, a gift shop, a three-bedroom house (where Mr. Price retains life rights), a flat, and 230 hectares of farmland with olive groves. The price dwarfs local property values (Barrydale homes fetch R900,000 to R2.5m) but reflects the value of this unique landmark. With 50,000 annual visitors and Route 62’s tourism boom (up 20% since 2022), the business promises steady returns. Solar power and boreholes add resilience against unreliable infrastructure, while the landscape offers scope for eco-tourism ventures.

Mr. Price’s retirement, at over 80, is the catalyst. Having turned a prank into a legacy, he seeks a buyer to sustain the bar’s spirit. Interest is brisk, buoyed by the Karoo’s allure as an urban escape and Route 62’s billion-rand contribution to the Western Cape’s economy. Comparable properties, like the nearby Diesel & Dust cafe, have fetched R10m–R15m, suggesting Ronnie’s premium reflects the special qualities of the venue, and not just the location.

The sale, reported on October 15th, 2025, has stirred nostalgia. Social media posts lament the potential loss of a “South African icon,” with users recalling signed walls and sundowners. 

But the affection that so many South Africans feel for this place may save it – that the value of the place lies in its uniqueness will mean that its value lies in preserving its character. With any luck, though Ronnie may be seen less and less in the coming years, we may not be saying goodbye to his beloved oasis any time soon.