Legal Brothels in Melbourne

Running a Legal Brothel Melbourne is like running any business…almost

Owning a legal brothel Melbourne sounds like everyone’s dream job – surrounded by beautiful, hot women and collecting money like a bandit. We investigated that reality and learned a few things.

You’ve seen them as you walk down almost any high street, probably even your own shopping centre has one – a “massage” parlour that looks a little, well, seedy. The blacked-out windows, extended hours not to mention the give-away “sexy young Asian girls inside” advertisement. It’s highly likely this shop is one of the illegal brothels that infest Melbourne and seem to operate with impunity despite the “law and order” mantras trumpeted by our political leaders.

There are an estimated 500 illegal brothels in Victoria alone. When you consider there are only 90 legal brothels, that’s quite a discrepancy. And it’s a fact that drives legal brothel owners crazy.  Victoria was the first state to legalise brothels under the 1994 Sex Work Act and for many first-time licensees willing to go through the tortuous process of application, the high cost of the licence and the onerous regulation, then being banished to industrial wastelands to operate, it still seemed like a good business opportunity for some savvy business people willing to submit to the process.

So, my first reality check was the playing field for the sex business is not level. One group, the legal brothels, is regulated to Draconian levels and pays high governance costs while the far larger illegal one operates on a shoestring without regulation or health-checks on High Streets – next to train stations and in many cases next to the local Woollies and schools, literally thumbing their noses at the authorities – whose task is to protect communities from the dangers posed by human trafficking, money laundering, underage sex and sexually transmitted infections, all alleged to be linked to the illegal industry.

There’s no doubt about it, getting into the brothel business isn’t all hot girls and easy money.

In fact, The Daily Planet, Melbourne’s most established and well-known brothel, was put up for sale by administrators a year or so back and this does not come as a surprise to industry insiders, or that many other older legal brothels are feeling the effects of new competition in the Internet Age.

We spoke to the owner of Melbourne’s newest legal brothel – The Cherry Tree Garden – who told us that competition is strong, but that’s good for everyone in the legal brothel business. From a background in international business strategy, he welcomes the challenge. “For us, creating points of difference and offering fabulous service is always the way to go and the legal brothel business is no different than any other business in that respect. It’s doing the basics properly, watching for trends and trying to keep ahead of them, whether that be illegal brothels operating from decrepit milk-bars that have closed down, Internet hook-ups  with the dangers we’ve all seen in newspapers recently, or photoshopped goddesses in Southbank apartments who change addresses more often than the Melbourne weather. New entrants come and go, but the fleet-footed professionals with an entrepreneurial flair will always prosper.”

He told us that the illegal industry was still the biggest challenge facing the business, but there were plans to introduce some bold new offerings in the near future to broaden the appeal of The Cherry Tree Garden to a even wider range of possible customers.

“If we don’t appeal to new customers every day or we lose sight of the regular ones to whom we owe our existence, plus provide great working conditions and opportunities to the beautiful young women who work with us, then we’ll go the way of the dinosaurs,” he said.

Perhaps it’s not so surprising to hear from an industry leader that there’s no special magic about the legal brothel industry, despite the perceptions many of us have. It’s “simply” a case of being tuned to the environment and paying very close attention to the fundamentals.  A message that is writ large in even the best management books for any successful company.



What People Say


Over some time now I have been fortunate to have visited many establishments claiming to be “Melbourne’s Best Brothel”, or words suggesting similar statements. I am now of the opinion that this claim should only apply to one such establishment. The Cherry Tree Garden, in industrial western suburbs Williamstown, of all places, is the one. The most discreet staff, the most beautiful, caring and certainly sensual ladies, in exquisite surroundings. If you have not had the pleasure, and, I mean pleasure, of visiting this establishment, then, put it on your bucket list. You will return again and again. Why?
It is simply the best. Unsolicited and with permission,

Michael R

Happy New Year to Lily, girls and managers at the Cherry Tree. Unbelievable place! I’ve watched the place grow since you opened a year or so ago and always had a great time. Keep doing whatever you’re doing. (with permission, 1 Jan 19)


This place is getting great reviews and I would like to add mine. As others have said it is very stylishly decorated with the nice themed rooms and someone has put in a lot of attention to detail in the furnishings, decor etc – well done to whoever that is. Nice private parking at the rear, very friendly reception staff and the girls are all very beautiful. They have only ever had a couple available during my visits but they have always been so WOW that it has not been a problem – all equally beautiful, very friendly, polite and immaculately groomed. The girls provide a terrific service, no STARFISH in/out and on your way at this establishment. During my most recent visit I had a service from M****e who I can highly recommend. It was especially nice in that she included an incredibly good professional massage which was well received as I was quite sore and aching in parts form an overdone bike ride the previous day. Got a great “comfort service” and therapeutic massage all in the one visit. I have always visited during the early daytime and it seems to get a good steady flow of clients. I am overdoing the bike rides again to get an excuse to return ASAP. Nov 20/2018


From the moment you’re greeted at the door. Till you’re being waved goodbye by an exotic beauty, service and pleasure are what you get at The Cherry Tree. Highly recommend it to anyone. (Nov 10/2018)
PS. You have permission to use this on your comments page.

Richard S

Dear lily. Amazing to come back again – it was nearly a year ago last time I came. Please post this on your website if you wish to let others know this is without doubt the best run brothel in Melbourne. You should be proud of what you’ve achieved and of the happy, beautiful girls you employ. Nov, 2018

Hapii Hour

I can only agree with all the great reviews for the Cherry Tree. Lily’s running a great shop, girls are wonderful and service outstanding. October, 2018


This place seems to get great reviews was worth a visit. Amazing. I loved the friendly front desk people, the decor and, to make it complete, the girls are great – happy friendly and gorgeous. August 2018

Michael R

Dear Rob and Tiffany. Been coming here since you opened last year. Love seeing the Cherry Tree doing so well and that you have never compromised on the friendly service and having happy, beautiful girls around. Had a great time tonight. Best, May 26/18

Thanks for the wonderful time with two of the beautiful, happy young women there. Great place and so nice to get a genuine full service for the prices you advertise, without a list of optional “extras” You guys need to advertise more! With permission-April 30/18

Beautiful, happy girls and great service. Thanks lily. P.s. the blog on 50 shades of grey is the funniest thing I’ve read in years! With permission-April 2/18

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