McHurt is a Europe-wide registered trademark for BDSM products.
The name originated from the notion of Scottish frugality. With this we want to express our opposition to the countless, overpriced SM products, which have annoyed us for so many years.
Though just like the Scots, we attach great value to quality and style. This is by no means a contradiction in terms. Already there are discount stores in other business sectors, whose recipe for success is to offer high-quality products for genuine fair prices.