They were the most glamorous couple at the Louis Vuitton Trophy gala dinner last Sunday dressed head-to-toe in borrowed couture from the French fashion house. But two days before, Dan Carter and five Crusaders teammates were busted buying sex toys at adult store Peaches & Cream in Christchurch.

Peaches & Cream employee Tara Sheriff said she recognised the All Black immediately when he came in to the store last Friday with a group of five unidentified guys whom she presumed were Crusaders players.

Richie McCaw wasn't one of them," she said, "he's the only one I know".

Carter's rep Dean Hegan confirmed the All Black and his rugby mates bought items for a gift basket they were putting together for a Crusaders teammate as a present.

But he wouldn't reveal who.

"That would ruin the surprise!" he laughed.

The rugby star, who was voted the 11th sexiest man in the world by E!, didn't appear to be self-conscious shopping in the sex store.

"He wasn't embarrassed," Sheriff said. "If you're going to come in to an adult store and you're in the limelight and you didn't want people to know, you'd put a disguise on".

The news first broke on ZM's drive show on Tuesday when hosts Jay and Flynny asked listeners to call in with stories about celebrities being in places they shouldn't be.

Identifying herself only as "Jade", Sheriff phoned in and said Carter came to the Christchurch sex store last Friday.

"But he wasn't alone," she said. "But because I'm not a rugby nutter I couldn't tell you who the other ones were."

Sheriff recorded the visit on her Facebook page that day: "Hmmm I'm in lust...Nothing like six hot Crusaders players to make your day!! Now I know what Dan is in to!!"

Facebook friend Tasha Fantham quizzed: "Did you get any photographic evidence? Or is your security cam the go"

Sheriff replied: "I have the footage ha ha".

Sheriff said Carter had visited the sex store before - "about two years ago" - when it was at another Christchurch location.

So, can we presume date night with girlfriend Honor Dillon last Sunday ended with fun and games? The couple were Spy-ed leaving the glamorous Louis Vuitton dinner at Auckland Museum looking very amorous and denouncing speculation that the relationship is just a showmance.

Rumours have circulated for some time that the couple are only seen together when the social snappers are out. Dillon, a former Black Sticks player lives in Auckland and works for DB Breweries, while Carter is based in Christchurch during the Crusader season.

Former All Black Byron Kelleher who now plays for French rugby team Toulouse, is no stranger to the world of adult entertainment. He was romantically linked to Ashley Spalding (aka Kaylani Lei), a former porn star and exotic dancer with 95 adult films to her name. Britain's Independent newspaper said the pair "met across a room crowded with numerous sexual egos at Jamaica's Hedonism resort".

Lei has her own line of sex toys with California Exotic Novelties, including a lookalike blow-up doll that appeared for sale in The Truth's classifieds section.