The roadside stall in the middle of nowhere that started as a practical joke and is now one of South Africa’s most popular destinations
During the 1970s, Ronnie Price’s friends vandalised his roadside shop in the Karoo. This practical joke helped turn the small store into one of the most recognisable and beloved tourist attractions in the country.
Ronnie’s Sex Shop, a well-known stop on South Africa’s Route 62, began as a small roadside farm stall intended to sell fresh produce to passing motorists.
Today, the establishment near Barrydale in the Western Cape is a popular stop for road trippers, motorcyclists, and international tourists travelling through the Klein Karoo.
However, its success began with a prank that gave its owner, Price, an unexpected opportunity to turn an ordinary farm stall into a tourist destination.
Price originally intended to sell fruit and vegetables from a small roadside cottage along Route 62. He painted the words “Ronnie’s Shop” on the building to attract passing motorists.
However, some of his friends decided to play a practical joke by adding the word “sex” to the sign in red paint.
Rather than remove the altered name, Price kept it. This marked the beginning of “Ronnie’s Sex Shop”. The sign attracted the attention of passing motorists and created a talking point that helped draw customers.
He turned the business into a pub and restaurant instead of continuing with the original farm stall idea.
What started as a joke became a recognised roadside attraction, with travellers stopping for drinks, food, and photographs in front of the sign.
Over time, visitors filled the walls with messages, stickers, business cards, and other memorabilia.
They also started hanging bras and underwear from the ceiling, which is now one of the shop’s most recognisable features.
The establishment became associated with the popularity of Route 62, which provides a scenic alternative to the N2 between the Western Cape and the Eastern Cape.
Ronnie’s Sex Shop today
While the business is still considered a must-see destination by many travellers, it has had to survive many challenging periods.
During the Covid-19 lockdown in 2020, when travel restrictions sharply reduced tourism, the establishment appealed for crowdfunding assistance to help keep it operating.
As travel resumed, it continued to attract visitors, with its unusual name and distinctive interior remaining central to its appeal.
In October 2025, Ronnie’s Sex Shop was placed on the market for R17.9 million after more than three decades as a well-known roadside establishment.
The property, marketed by Rawson Properties, includes more than 230 hectares of land near Barrydale.
The sale package includes the pub, coffee shop, and gift shop; a wooden deck with seating for 60 people; a three-bedroom, two-bathroom main house; and a smaller flat.
Price was reported to be seeking the right buyer rather than rushing to sell. Under the proposed arrangement, he would retain a life right to occupy the main farmhouse after the sale, with the associated costs covered by him.
Indeed, those stopping by the shop today still report finding Ronnie working behind the bar or chatting to customers.
Daily Investor contacted Rawson Properties to establish whether the property had been sold, but the group did not comment.
Photos of Ronnie’s Sex Shop
