ETO Spring Edition 2024

Make sure your company does not miss out…

schedule

There are only three more opportunities in 2024 to be part of the essential read for all erotic industry professionals, online influencers, and head offices – reaching almost every single relevant store and online trader.

Features:

Make SUMMER

• Summer Lovin’

• ANME preview

• How one small sale can lead to sales worth thousands

Deadline: 10th

Landing: 1st June

• Country Profile: Spain

• The Long Read: TV Times

Deadline: 9th

autumn winter

Landing: 1st of

Features:

• Christmas Gift Guide

• EroFame preview

• Country Profile: Poland

• Dealing with toxic employees

• The Long Read: Movie Stars

Deadline: 8th

Landing: 1st December

Features:

• Making the most of Valentine’s Day

• EroFame, International Lingerie Show and Venus reviews

• Country Profile: Portugal

• Spotting and dealing with fraud

• The Long Read: Fifty Shades Fever

Welcome...

I have to start this column by saying it’s good to be back, and I must express my gratitude to those of you who have supported the return of the magazine, and to our many industry friends for their messages of encouragement over the last couple of months.

This new ETO might be a little di erent to the format you remember, but there will be much that is familiar too, including our perennially popular Mystery Shopper feature. This month our High Street Heroine (best not to google that phrase on a shared device) visited a selection of adult stores in Brussels, and you can see her verdicts on what she found on page 32.

Also in this month’s issue is a report from ANME, a look ahead to EroSpain, and a celebration of one of the fetish industry’s leading lights on the occasion of its 30th anniversary. And I’m delighted to report that this issue’s contributors include Renee Denyer, Tracey Whitmore, Paul Smith, and Adam Bernstein, who all bring their unique insights and opinions to the party. Oh, and I’m back too.

We’d love to know what you think of this new format ETO. Please feel free to email editorial@erotictradeonly.com with your opinions, favourable or otherwise.

I started this column by saying it is good to be back. It is, but ETO has never really been away: our weekly email newsletters continued in the print magazine’s absence, and if you’d like to stay in touch in-between issues then please do visit www.erotictradeonly.com and subscribe to get our free weekly updates in your in box.

Until the summer…

Dale Bradford - Editor

The team...

Dale Bradford - Editor editorial@erotictradeonly.com

Paul Smith - Features Editor paul@erotictradeonly.com

Advertising Enquiriesadvertising@erotictradeonly.com

Lesley Hunt – Operations Manager lesley@erotictradeonly.com

Karl Jenkins – Graphic Designer karl@erotictradeonly.com

Sarah Murray – Marketing Manager sarah@murray-marketing.co.uk

Jason Dante - Managing Director jason@erotictradeonly.com

06All Around The World

A title we’ve borrowed from The Jam, Lisa Stans eld, and Oasis, here are some recent notable happenings from ‘all around the world’ along with details of those to come.

10EroSpain 2024

Wondering if you should go to EroSpain in May? You should. Here’s a few reasons why, and what you can expect to nd in the magni cent city of Barcelona.

14Spotlight: Jason Dante

As you may be aware, ETO has a new owner. But who is he? And what’s he planning to do with your favourite organ?

16 ANME

If you didn’t make it to California in January for the rst trade show of the year, Tod Hunter is here with a selection of highlights.

22Inside Story: O-Products

Following the announcement earlier this year that industry veteran André Visser had been appointed CEO of O-Products, ETO caught up with him in order to nd out more about his new role.

2430 years of Mister B

One of Europe’s fetish scene pioneers is celebrating its 30th anniversary this year, and brand manager Tony de Wilde talks us through some of the recent changes at the company.

28Country Focus: Belgium

If your knowledge of Belgium is limited to its beer, chocolates, and underperforming national football team, you might be interested in this in-depth guide to what’s been called a country of three halves.

34Mystery Shopper - Brussels

Continuing the Belgium theme, ETO’s Mystery Shopper visits ve adult stores in the city of Brussels. “Overstu ed but satisfying,” was one of her comments. All very well, but what did she think of the shops?

36 & 38 Shop Talk:

Renee Denyer discusses pumping Tenga eggs with dildos, customer interactions, and saying goodbye, while Tracey Whitmore reveals the impact her appearance in a TV documentary had, and how her store also became a star on the ‘gram.

40In Brief...

In the fast-moving world of pleasure products, it can be easy to lose track of who’s launching what, so here’s a brief recap of some of the most exciting recent releases.

48B2B: Increasing your shades of grey

If you nd it di cult to recruit – and retain – good sta you may want to consider taking on more older workers. Here’s why.

50The long read: celeb-endorsed sex toys

In this exclusive extract from his book, ‘From Sex Shops To Supermarkets: How Adult Toys Became A Multi-BillionPound Industry’, Dale Bradford explores the history of celeb-endorsed sex toys.

56 Movers and Shakers

A roundup of recent industry hires.

58Flashback: a taste of Honey

It might not have been ‘today’ exactly, but it was 20 years ago that ETO became the rst publication to pro le Richard Longhurst and Neal Slateford.

60 Top 10 Best Sellers

61Directory

62Readers Lives: Jamie O’Sullivan

Who else could we have chosen to bring back this feature for than Harmony’s Jamie O’Sullivan, who starred in the very rst issue of ETO in July 2003.

All Around The World

Hull, England

Alterego Lingerie is introducing a new ‘gamechanging’ VIP service for its customers. Bene ts will include priority notice of new designs and other advance information, along with exclusive perks and rewards, such as special promotions and personalised rewards.

VIP customers will also have access to a dedicated support team and two more preformatted data les – Big Commerce and Wix – in addition to the company’s existing Shopify and Woo Commerce options.

Newark, England

Creative Conceptions has introduced collectable character cards for its Unihorn mini vibes. Consumers should look out for the limitededition boxes which have a red heart sticker. And there’s more: customers who record a video/post a photo of their Unihorn(s) to TikTok/Instagram (using the hashtags #Unihorno cialcomp and #wherehasyourUnihornbeen) before 30th June 2024 will be in with a chance to win $1,000. The Creative Conceptions judging panel will go through all the entries and choose their favourite, with the winner being announced on 4th of July 2024 through its social media channels.

Warrington, England

ETO readers with long memories may recall the hullabaloo that erupted back in 2006 when UK retailer Nice ‘n’ Naughty was asked to sponsor a local cricket team. The team was threatened with expulsion unless it pulled out of the deal, and the fallout from the row went around the world.

Fast-forward 18 years and the Nice ‘n’ Naughty name can nally be seen on sports kit. Sunday league football team Pines FC from Formby have been playing in the same kit for over four seasons, due to a lack of sponsorship.

But thanks to Nice ‘n’ Naughty and SG Schoolwear and Sportswear, Pines FC kicked o the New Year in brand-new kit.

Berlin, Germany

Europe’s longest running adult event, most Venus attendees will have a ‘story’ to tell. It was rst staged in 1997 and every year around 30,000 visitors populate the exhibition halls – yes, it’s a consumer show, but it also has a B2B section, and around 2,000 trade representatives from over 30 countries can be found in a separate hall away from the models, stars, and consumers.

“Make new business contacts to further develop your company and make lucrative deals locally,” the show website says. “You get a glimpse into the future, because what you see in Berlin today is the future of the adult industry tomorrow.”

Venus takes place 24 – 27 October 2024 and more details can be found at www.venus-berlin.com

Barcelona, Spain

EroSpain arrived like a breath of fresh air in 2023: a European B2B event that takes place in the heart of Barcelona, in sunny spring rather than overcast autumn? Where do I sign? The inaugural event was a huge success and its second coming sold out of exhibitor space six months in advance – despite being twice the size of its predecessor.

One of the key bene ts of attending any trade event, as exhibitor or visitor, is the opportunity to network and there will be a Welcome cocktail party on Saturday 4th May and the EroSpain Awards Gala will be held on Monday 6th May. EroSpain takes place 5 – 7 May 2024 and more details can be found at https://erospain.eu

Axel, Netherlands

Tonga has announced it has acquired CLS Healthcare, including brands Willie.nl, Willie Homeparty’s, and Condoomfabriek. The acquisition will allow Tonga to expand its own product range and also supply consumers for the rst time.

Warsaw, Poland

Directors of Tonga, sisters Melanie and Stephanie de Jonge, are excited by this move. “We are extremely happy to be able to expand Tonga BV further with the help of CLS Healthcare’s brands and expertise,” Melanie said. “There has always been a strong bond and cooperation between the two companies from the very beginning of Willie.nl. This acquisition therefore marks another milestone in the history of Tonga BV and CLS Healthcare BV. Both companies share a common vision for the future, focused on improving the customer experience and growing the product portfolio.”

Erochain Expo promises over 20,000 participants, including 1,200 experts and 120 exhibitors from 30 di erent countries. In addition to a B2B area, the event will have workshops, presentations, panels, a show area, a retail shopping sector, and a fan zone granting exclusive access to OnlyFans and webcam stars. Visitors can also engage in the Sensual Metaverse, connect through a networking mobile app, and even go on live dates.

Erochain Expo takes place 7 – 8 June 2024 and more details can be found at

https://erochainexpo.com

Hannover, Germany

Flensburg, Germany

EroFame is Europe’s biggest B2B convention for pleasure products and last year’s event saw a marked increase in visitor numbers over its predecessor: an impressive 4,001 visitors came from Europe, the Americas, Asia, Australia, and Africa, compared to 2022’s attendance of 3,049.

EroFame is all about quality of visitor rather than quantity though, with every major buyer of adult products expected to be walking the aisles at some point during the three days of the show. And not only is lunch provided every day, so too is a riotous Oktoberfest Party.

EroFame takes place 25 – 27 September 2024 and more details can be found at www.erofame.eu

The latest edition of Orion Wholesale’s erotic lifestyle magalogue JustLove is now available for retailers to give to their customers. The 40-page A5-sized publication focuses on sexual wellness and sex positivity, with the aim of getting customers to return to the store to purchase the products within its pages. As such, it carries no Orion branding.

JustLove is available in packs of 25 – free of charge – in either English or German editions.

Flensburg, Germany

Orion Wholesale’s Belou Rotating Vulva Massager has been awarded the German Design Award 2024. One of the most recognised international design awards for product and communication design, the awards are given out annually by the German Design Council and Belou won in the Excellent Product Design/Bath and Wellness category.

All Around The World

Chicago, USA

EXXXOTICA describes itself as the largest adult event in the USA dedicated to love and sex. Created for like-minded adults who are looking to explore their wild side, the event features personal appearances from adult movie stars, stage shows, retail exhibitors, seminars, The Dungeon Experience, and CouplesX Lifestyle Experience.

EXXOTICA takes place 12 -14 April 2024 and more details can be found at www.exxxoticaexpo.com

Burbank, USA

ANME is the big one as far as US and Canadianbased manufacturers of pleasure products looking to showcase and sell their latest launches to distributors and retail buyers is concerned. So big, in fact, that it is staged twice a year at the Los Angeles Marriott Burbank Airport Hotel.

You can read about January’s show elsewhere in this issue, but its July incarnation has traditionally been the senior sibling, so maybe now would be a good time to book your flights and accommodation if you haven’t already done so.

ANME takes place 15 – 17 July 2024 and more details can be found at www.anmefounders.com

Texas, USA

Sliquid has introduced a new sales and marketing resource portal, Sliquid Insider, a password-protected, membership-based programme that is replacing the brand’s current Retailer Resources webpage.

Sliquid says this signals a move towards a more exclusive and tailored experience for registered retailers and distributors, as the portal allows access to the company’s training manual, information sheets, product images, product catalogues, and logos. It is also where retailers can request to add their business to the Sliquid store locator and online retailers’ pages. Registered members will also nd wholesale pricing and order forms, training videos, and frequently updated social media assets.

Pennsylvania, USA

Xgen Products is celebrating its 15th anniversary this year, and it is inviting its customers, partners, and industry peers to join in the festivities by taking advantage of promotions and contests that will run throughout the year. On the 15th of each month, Xgen will o er a 24-hour flash sale.

It has won numerous industry awards over the last 15 years and CEO Andy Green believes its relationships have been key to its achievements: “At Xgen Products, our success is built on the foundation of strong relationships and a commitment to excellence,” he said. “Over the years, we have developed long-lasting partnerships and friendships with many of our customers, and it is their trust and support that have propelled us to where we are today.”

Las Vegas, USA

The New International Lingerie Show showcases lingerie and adult novelty products and it styles itself as the show that cares about buyers and exhibitors.

“Come to Las Vegas see many of your industry friends and discover lingerie brands from classy to sassy and everything sexy,” its website says. The New International Lingerie Show takes place 9 – 10 September 2024 and more details can be found at www.ilsshow.com

Tokyo, Japan

Tenga was the subject of a recent ‘behind the brand’ feature on www.standard.co.uk, the online home of the London Evening Standard newspaper. The tabloid, which was founded in 1827, is published Monday to Friday and has a circulation of around 286,000.

The feature explained that while it has become normal for women to discuss sex toys, it is still a bit taboo for men. But in Japan, where Tenga originated, the opposite is true.

The article gave a potted history of the company and even addressed the rm’s single-use cups lack of sustainability – though it added that Tenga is looking to phase these out.

Shanghai, China

Organisers of API Expo say that almost 400 brands from around the world can be found at the event, showcasing adult toys, family planning, private care, and healthcare products. According to the show website, API Expo is “a professional platform of high quality” which is “very influential in the global pleasure products industry”. The size of the exhibition area is 26,720 sqms, and it can be found at the Shanghai Convention and Exhibition Centre of International Sourcing.

Perth, Australia

Sexpo, Australia’s longest running adults only event, is returning to Perth for the rst time in six years. Features retail exhibitors, stage shows, workshops, fashion runway, and even an amateur strip competition.

“Sexpo empowers you to explore your deepest desires and embrace your true self in a safe and inclusive environment,” according to the organisers.

Sexpo takes place 5 – 7 April 2024 and more details can be found at https://sexpo.com.au

API Expo takes place 19 – 21 April 2024 and more details can be found at www.api-expo.com

Hong Kong, China

Now in its 14th year, Adult Expo Asia attracts thousands of buyers from around the world. In 2023, more than 300+ exhibitors and brands participated in AAE and more than 4,500 professional visitors came from 50 di erent countries and regions.

Already more than 90% of exhibition space has been sold, and the total number of exhibitors is expected to exceed the previous year’s. New for the trade in 2024 is an online exhibitor list, allowing buyers to see products in advance of the show.

Asia Adult Expo takes place 27 – 29 August 2024 and more details can be found at www.asiaadultexpo.com/en

2024

Do you need to build business relationships, buy or sell more product, or increase your brand’s visibility? You need a trade show – and you’re in luck, because here’s one coming right up…

One of 2023’s most unexpected arrivals was EroSpain, a brand-new B2B event for the adult sector and the first to be held in Spain. Its arrival was unexpected because the industry already had a hugely successful annual European trade show, EroFame in Germany, while fellow German show Venus, although predominantly a consumer event, also had a B2B sector.

But while EroFame and Venus have traditionally been staged in the dull, dank days of October, EroSpain boosted the industry’s collective vitamin D levels by throwing open its doors in April.

In addition to being held at a different time of year, thus avoiding clashing with the established events, EroSpain took place in the heart of the city of Barcelona. Google a street view of exhibition location Fira de Barcelona and behold the magnificent surroundings. From the imposing Torres Venecianes towers to the palatial National Museum of Art of Catalonia, the hall stands amidst some seriously ‘gram-friendly architecture. That applies to the whole city, with the Sagrada Família church being a particular highlight: designed by architect Antoni Gaudi, it is set to be completed in 2026 (work started in 1882) to mark the centenary of Gaudi’s death. Culture vultures will also appreciate the Picasso Museum, Joan Miró Foundation, and the National Art Museum of Catalonia (MNAC), or the

Gothic Quarter, with its medieval buildings and historic sites, while lovers of the beautiful game may wish to take a tour of Camp Nou, FC Barcelona’s iconic stadium.

Up for pleasure

Add in the Mediterranean Sea lapping at the city’s beaches (yes, plural) and the 250,000 sqm La Maquinista shopping centre, and it should come as no surprise that Barcelona is Spain’s most visited city, regularly rubbing shoulders with the likes of Paris, London, Athens, and Rome in ‘Top Ten European Tourist Destinations’ lists.

With the exhibition venue being connected to the city’s public transport network and having so many attractions away from the show floor, including a multitude of shops, bars, cafes, and restaurants, visiting EroSpain gave attendees the opportunity to expand on their usual ‘airport-exhibition-hotel’ trade show routine. And in a further departure from the norm, the show was staged from Sunday to Tuesday. When ETO asked Isaac Fargas, one of the organisers, if this was simply down to the availability of the venue or if it had been a strategic decision, he replied: “It’s a very strategic decision, actually. We’re aware that it’s very unorthodox but we believe it gives shop owners the

chance to visit the show without having to close their shops too many days. We believe it maximises the chance of everybody being able to attend at least for one day. It also gives travellers from abroad the chance to combine a weekend of business and pleasure.”

Ah yes, combining business and pleasure. How many previously disinterested partners of attendees enquired about coming along for the ride for the first time, after they learned where this trade show was being held? This appeared to be another strategic decision by the organisers: “[Barcelona] was our first and only choice,” Fargas said. “It had to be here and in the heart of the city. I think it makes it a very attractive show for all the possibilities that this city offers... I would absolutely recommend making a mini vacation of it.

In fact, the show schedule is perfect for that: you can arrive on Friday and see the city the first two days and then visit the show and you’re back home on Wednesday.” And you can do just that again this year, as the show runs from Sunday the 5th of May to Tuesday the 7th of May.

Down to business

While the location had obvious appeal for pleasure pursuits, it still had to stand up as a business destination, and the first EroSpain did. It was sponsored by Shunga, Tenga, Satisfyer, and Svakom and had many other big names taking space in the exhibition hall. Furthermore, all space was completely sold out well in advance of the show’s opening date –which is pretty unusual for a debut event.

Lee Schofield and Jacinta Williams attended for ETO, tweeting and livestreaming from the show floor. “It was a strong location and there were no complaints about the number of visitors,” said Schofield. “It seemed steady throughout. The exhibitors we spoke to were almost all positive about the show, looking to return, and were complimentary about the organisers.”

Jacinta Williams and Lee Schofield

With more companies wishing to come aboard, the EroSpain organisers announced that 2024’s event would be twice the size – and it still sold out six months in advance.

“We’d like to extend our gratitude to all the exhibitors that have made this possible, making the show a huge success so many months in advance,” said a spokesperson. “EroSpain 2024 promises more exhibitors, more visitors, and more activities, making it even more unmissable than last year’s first edition.”

One of the key benefits of attending any trade event, as exhibitor or visitor, is the opportunity to network and there will be a Welcome cocktail party on Saturday 4th May and the EroSpain Awards Gala will be held on Monday 6th May.

While connecting digitally has become commonplace in this post-COVID world, face-to-face interactions tend to be more meaningful and memorable, and trade events provide the perfect platform for these. Just remember to pack comfy shoes and bring plenty of business cards.

We’ll see you there – and maybe in a more cosmopolitan setting than a hotel bar.

2024 EXHIBITORS

500 Cosmetics

Bathmate

Belly Fashion

Beppy

Bijoux Indiscrets

BioConcept

Biolove Blush

CNEX

Cobeco Pharma

Crave

Creative Conceptions

Cut4Men

Dame

Debranet

Dildos Assorted

Diverty Sex

Dreamlove

Dusedo

ElectraStim

EQOM

Excitasy

Exsens

Eye of Love

Fleshlight

Friday Bae

Fun Factory Funline

G Vibe

Gisele

Goliate

High On Love

Hismith

Honey Play Box

Hot Octopuss

Import Kareva

Intimate Distribution

Intt

Je Joue

Kiiroo

Kinky Diva

Klipon

Ledapol

LELO

Liebe Pleasure Toys

Liebe Seele

Locker Gear

Lola

Love Cherry

Lovely Planet

Lovement Toys

Maison Catanzaro

MaleEdge

Mapale

Medica Group

Morningstar Pharma

Mystim

Noir Handmade

Nuei Cosmetics

Ohdoki

O-Products

Orgie

Pasante

Pipedream

Platanomelon

Power Escorts

Rimba

Rocks-Off

Rouge

S Pleasures

Saint Sual

Satisfyer

Secret Play Shots

Shunga

Snail Vibe

Svakom

System Jo

Tenga

Tof Paris

Tonga

Toyfa

Uberlube

Viamax

Voyeur X

Yesforlove

Fira de Barcelona, Montjuïc, Barcelona, Spain

5th May

Tuesday 7th May 2024

Spotlight: Jason Dante

You may be aware that ETO has a new owner – you may even remember him if you exhibited at Erotica in its heyday – but what has he got planned for your favourite organ?

What was your impression of ETO, after you first encountered the magazine in the noughties, when you were sales and marketing manager for consumer show Erotica?

Ah, the noughties – a time of questionable fashion choices and the birth of many unforgettable experiences. When I first encountered ETO, I probably didn’t fully appreciate how buoyant the B2B side of the industry was. I also couldn’t help but be intrigued by its bold approach and commitment to the adult industry.

What attracted you to the magazine industry, and specifically, to this 20-year-old brand?

My father was a printer, and I started my early career in publishing, so it’s always been close to my heart. Since Erotica, I had kept in touch with Lee [Schofield] over the years and I kept saying I’d visit him in Blackpool for some fish and chips. As time moved on Lee and I had an open discussion about me leading ETO forwards and we went from there. I had always admired the brand’s storied heritage and the magazine’s bold approach to the industry, but I never imagined I would one day own ETO. It really is a dream come true. And yes, Lee bought me some chips.

What reaction did you get from the industry after you acquired ETO in July last year?

People were very kind, but I fully appreciate it was a bit of a shock for them as ETO had been in the same hands for two decades. It has been heartening to witness the support and enthusiasm from those who know the ins and outs of this dynamic and evolving industry.

So it was always your intention to bring the print magazine back?

How has your first year been?

To say it’s been a rollercoaster is a cliché and an understatement! When I first purchased ETO, the print magazine was on hold and it was online only; I was also employed fulltime in a day job. It was my plan to build upon ETO Online first and then quit my job in early 2024 to push forwards with the print magazine. However, I naturally wanted to introduce some updates to the website (back and front end), which included increasing the weekly newsletter subscribers to 20,000+, and greatly increasing website traffic. The company I was with made me redundant in late October 2023 and once they discovered I had bought ETO, asked me to leave the building on the same day, so it just moved my plans up by three months.

It was always part of the plan to bring the print magazine back and I decided early on that it would be a quarterly publication for 2024. This not only fitted well into seasonal launches but also made it much less of a strain on advertisers’ budgets. In a world inundated with digital noise, there’s a unique charm and authenticity to flipping through the pages of a tangible publication and especially one that delivers content with ETO’s distinguished style.

What changes or innovations do you plan to introduce to the magazine now that you’re at the helm?

In its fundamental form, the magazine works but as supply chains are ever increasing the initial goal of ETO in 2024 is to continue to reach even more European retailers and buyers. Our current circulation is 40% mainland Europe so our Mystery Shopper and supplier features will have more of a European focus too.

Jason Dante

Did you keep up to date with the adult sector while you were working outside the industry?

Absolutely, it’s a sector that you never really leave, and I remained an avid reader of ETO. This helped me keep up on the adult sector, witnessing its gradual shift towards mainstream acceptance. It’s fascinating to see how society’s perceptions have evolved.

What’s been the most memorable moment you’ve had with the magazine so far?

Do you think readers still retain back issues of B2B magazines, and refer to them long after their cover date has passed?

Yes, readers do retain back issues, and I know this first hand. When I purchased ETO, I also received 20 years of back issues. I had every copy except for the very first one. Speaking with a long-term reader, he very kindly sent me one of his spare copies completing my set. That’s commitment!

July 2024 will mark 21 years since the first issue of ETO was published: do you have any plans to celebrate this milestone?

In various cultures, the 21st birthday is associated with significant privileges, such as voting and legally consuming alcohol. Almost sounds like the ETO Awards! Celebrating this milestone is undoubtedly on the agenda. Stay tuned for exciting announcements!

Finally, how can people get in touch with you?

I was a guest at a swanky dinner not too long ago and got talking to the Director of a well-known High Street bank. We exchanged business cards and he looked at mine that said in bold letters Erotic Trade Only. He simply said, ‘How interesting’ and pocketed it.

Do you think an Erotica-style consumer event would be viable these days?

The landscape has evolved dramatically and what appeared as diverse at Erotica over ten years ago is mainstream today. It’s a complex argument to bring such a show back. However, with the right approach, it could still find its niche. Watch this space.

How important is a trade magazine to retailers of adult products in 2024?

Call me (unsurprisingly) biased but I’d say it’s vital. In 2024, a trade magazine remains an essential tool for retailers. It offers a curated, insightful perspective that goes beyond the transient nature of social media or direct emails. The integrity of voice and unbiased information are invaluable assets. With the various online elements, everyone is trying to push through the noise and it’s expensive. It also saves valuable time by being able to source suppliers in one location. By using age-old printed magazines, these messages are delivered directly to the hands of retailers and buyers.

What can it offer that a social media post or an email direct from a manufacturer or distributor cannot?

Aside from the congestion and expense, social media and direct marketing is becoming increasingly policed, and one post can have an account – with tens of thousands of followers – deleted. Email marketing has its challenges too, with deliverability and readability first time round. A magazine can be (and is) reread and easily transported.

What does a trade publication give advertisers?

For advertisers, a trade publication provides a platform to engage with a willing, relevant, and enthusiastic audience – a connection that transcends the fleeting nature of many marketing channels in this busy world.

Are you happy with this first issue of new ETO?

Absolutely. It’s a testament to the hard work of the team and the collaborative spirit of the industry. There are some favoured elements like Readers Lives and Mystery Shopper but also some new introductions.

Longtime readers may notice some familiar names in the flannel panel: why is this?

It made sense to get the band back together as some of the team had been here from the very beginning in 2003, so who better to continue ETO’s legacy? Lee and Jacinta’s absences are felt, but I fully understand their focuses are needed elsewhere. Those old enough to remember the A-Team will also recall Hannibal’s famous quote: “I love it when a plan comes together”.

I can be reached via my email jason@erotictradeonly.com or people can connect with me on LinkedIn www.linkedin.com/in/jason-dante

How do you see the magazine evolving over the next five years, and what role do you hope it plays in the industry?

I firmly believe that ETO has played a huge part in what we know as the modern adult industry, especially in the UK, and it has also allowed other brands in Europe to follow suit. I would like to see the ETO brand reach in new directions and keep shaping, and supporting, the industry. I’m hopeful this will include further enhancing our engagement with the industry, exploring social get-togethers, and potentially hosting B2B events/ awards again to foster meaningful connections and champion industry innovation.

Jason Dante and Lee Schofield

ANME

If you didn’t make it to California for ANME in January, Tod Hunter is here to take you through some of the highlights, including details of the latest launches from some of your favourite industry names…

The normally flat landscape around the Los Angeles Marriott Burbank Airport hotel is now punctuated by a plastic-covered nine-story geodesic dome: it’s a rehearsal hall for the Sphere in Las Vegas, a quick one-hour flight from Hollywood Burbank Airport across the street. The Los Angeles Marriott Burbank Airport hotel is the longtime venue for the Adult Novelty Manufacturers Expo, a twice-yearly trade show for adult retailers to see and purchase wares. The January 2024 show is scaled down from years past, with only one tent installed next to the adjacent convention centre and the lobby-adjacent ballroom now functioning as the cafeteria and meeting area, with large round tables encouraging networking during meal breaks. The hotel’s elevator doors bear advertising signs for nearby Universal Studios, a family-friendly destination, so signs in the hotel’s public areas sternly warn ANME attendees that all business must be conducted on the exhibit floor.

An opening-night reception, sponsored by US adultnews source XBIZ, had a pink theme, with attendees encouraged to wear pink, and pink food including salmon and a dessert fountain of pink chocolate for dipping fruit and marshmallows.

Meals are less elaborate and more snack-y than in years past, but they still serve the purpose of keeping attendees on-site and not leaving to eat elsewhere. Breakfast is pastries and coffee, or yogurt and fruit if you’re feeling healthy. It is California. One lunch featured submarine sandwiches and potato salad. Black-clad hotel employees cruise the lunchroom, on the lookout for abandoned plates and cups. Nothing gets past them.

California Dreaming

The main ballroom has its familiar layout, with CalExotics, Doc Johnson and Nasstoys occupying the centre and other companies arranged around the

edges. CalExotics has added more than 160 new SKUs, including four new vibes to its California Dreaming silicone vibe line, director of marketing Nichole Grossman said. “This is the quintessential line for CalExotics. We also added a toy cleaner and a waterbased lubricant, so it’s good for cross-sells and upsells.”

The new vibes are petite styled: Sunset Beach Seducer has a suction feature; Manhattan Beach Marvel has a shallow thrust; Sacramento Sweetie has rotating beads; and Montecito Muse has an inflation feature. CalExotics Connect is a new line of six app-controlled toys including a cock ring, panty vibe, Venus Butterfly penetrative vibe, and G-spot and rabbit vibes. The Couture Body Wand kit has a powerful wand with a round head plus two attachments; Envy is a line of three hand-held massagers with finger rings to secure them to the hand; Charisma is a line of five deep-blue USB rechargeable wands; Mod is a line of five abstract shaped massagers in liquid silicone.

To commemorate the company’s 30th anniversary, CalExotics has made three new Jack Rabbit vibes, including one with a suction function. The Cheap Thrills line has added four new large strokers, and Girls Girls Girls are hand-held strokers, each with a moulded cavity like a female silhouette. Pop Sock is a line of four bright-coloured hand-held masturbators: two are reversible sleeves; two are ball-shaped, one open-ended, one closed.

Tantus has new silicone packers in three realistic skin tones and five jewel tones. New bondage ropes have tasselled ends and woven patterns “so they look good on any skin,” a company rep says.

Several people tell me “It’s good to see ETO is back.” Me too, pal. Me too.

Pastries and donuts

Lovehoney is doing tarot card readings at its booth. XR Brands has a shelf of BDSM teddy bears. XR is also offering pastries from local-favourite Porto’s Bakery,

noted for its long queues and guava Danishes. This one-ups Satisfyer across the aisle, with its pink box from Randy’s Donuts, another local favourite that just opened a new shop nearby.

Satisfyer has added a new Penguin-shaped air pulse toy, and Orca, Cloud Dancer and Glowing Ghost air pulse/vibrators, as well as silicone, rose and rabbit vibes, vibrating rings, and tempered-glass insertables. Tenga now has plan-o-grams for its products, for easier merchandising for retailers.

The latest addition to the Magic Wand line, the Micro, became available in the US in October, Vibratex’s Eddie Romero said. Measuring 4” and weighing 3.5 ounces, it has seven speeds, is USB-C rechargeable and will run for 150 minutes when fully charged.

“Comparative to its size, it has great power and deep oscillation,” Romero added. “A really nice flexible neck. The head allows for broader coverage, unlike a moreisolated bullet. It gives the user a little more coverage.” US MSRP is $64.95. European distribution is pending. Joey Teodoro, director of operations and sales at Shots Canada, points out a new point-of-sale dong display for the Real Rock line. “It educates the staff and also consumers going in the store.” The clear-plastic display holds five specimens so consumers unfamiliar with terms like ‘double density’ can compare and contrast

the qualities of the different products. New packaging for high-ticket items from Shots sport clear windows under a flap that features informational text secured by a magnetic catch: “This is a vulva and breast pump. We actually put a lot of additional information in the packaging that allows the consumer to really be educated on the process, with instructions on how to use it. It’s easily accessible to anybody. It allows the consumer to be educated, it allows them to understand the actual use of the pump itself.”

What’s up, Doc?

Doc Johnson has set aside part of its area to look like a neighbourhood bodega for its cosmetic and edible products. There are two new iRide pleasure seats, Throb and Suck, named after their functions, with wireless remotes. Merci is a new electroplay rod, with a non-slip rubber grip. Doc Johnson is also distributing products from military gay line Fort Troff, including a metal ring covered in silicone with a magnetic segment that attaches for a solid fit, and a metal frame to hold a sex swing with a parabolic mirror so the person on the swing has a good view. Doc Johnson is also distributing products from OhMiBod, including Foxy, a Bluetooth-app controlled panty vibe, and Sphinx

vibrating nipple clamps.

On the Doc Johnson display floor, performer Olivia Jay looks at the Signature Cock dildos moulded from male performers: “I worked with him, I worked with him, I worked with him... I’d like to work with him.”

The Doc Johnson swag bag — pink, with a pattern of sex toys in neat rows occasionally interrupted by a Doc Johnson logo — comes with a T-shirt and a collection of stimulation gummies, an energy drink, and enamel pins.

Several booths offer cannabis paraphernalia and products, reflecting the crossover in US adult retail to cannabis-oriented sales. Even Doc Johnson is offering CBD and THC-infused products.

Size matters

Milla Impola, marketing director at ONE Condoms, tells me that its My ONE line offers 52 different sizes, and has a handy paper measuring tape for users to determine their precise size: “Ten different lengths, nine different girths, in combinations.” She loads up my tote bag with condoms. At least one of them will fit precisely. Gay-oriented Oxballs has a new line of specialty jockstraps, with off-centre front seams for comfort and a loop in the back of the cup for support. A puppy-play

Joey Teodoro, Shots Canada

Milla Impola, ONE Condoms

jock comes with a selection of six different-coloured tags, and some have pockets in the waistband for a condom. A promo sign reads “If your dick is too big for this glory hole please contact Oxballs immediately,” epitomising the snarky and flirtatious Oxballs attitude. There are also new rings, and sheaths which come with plugs to fill the end if the wearer comes up short. I do a double-take as I see what appears to be a naked woman at the Sexual Desires booth. She’s a sex doll, 5’ 2” in height, with TPE skin over a stainless-steel skeleton. “It’s the perfect takeaway doll,” a company rep tells me. “It’s 65 pounds, just heavy enough that a single man can move her around and re-position her. The shops can sell her in three digits, $899, $999.” Not available in Europe yet, but distribution is planned before the end of 2024.

Nasstoys has new Glow Vibes, USB rechargeable 3.5-inch 10-function bullets with glow-in-the-dark designs: stars, hearts and marijuana leaves. The Erotic Play Kit has a rechargeable motor that plugs into three silicone attachments: a ring, a dual-prong clit teaser, and a G-spot insertable. All are in a sage green, with a matching blindfold. Anal Lovers Kit is a set of five small bright-coloured 3.25”-4” silicone probes; Clitastic is line of four silicone massagers, in stylised flower shapes; Cock Power is a line of 10-function USB rechargeable

rings; one heats up, one is snap-adjustable, one has a scrotum ring, and one has vibrating textured wings that wrap around the scrotum.

QR codes are big on the display floor. You can scan a code and download a catalogue or register for the next ANME. CalExotics is offering its catalogue on paper, a book the size of a telephone directory, or on a miniature thumb drive smaller than a latchkey.

Doc Johnson has an all-purpose QR code that leads to a collection of links.

The next ANME Show is scheduled for 15th-17th July 2024. As with all ANME events, admission is restricted to professionals in the adult novelty field. For more information visit www.anmefounders.com

Eddie Romero, Vibratex

Inside Story: O-Products

Following the announcement earlier this year that André Visser had been appointed CEO of O-Products, Paul Smith caught up with him in order to find out more about the business…

Although I’d seen the O-Products at EroFame in the past, I’d never really taken the time to learn the firm’s history, broader offerings, or appeal to retailers. As I’d met André several times, while visiting EDC in the Netherlands, I hoped he’d remember me as I reached out for an interview. Luckily he did and kindly gave his time for a chat. I began by looking at Oproducts.eu, where I learned the company was formed back in 2006 and is based in Schiedam (a suburb of Rotterdam) in The Netherlands but asked André to fill in some blanks. He replied: “O-Products was founded by Joop Visser and his son Nick. Joop had many years of retail experience which he applied to help build an erotic shops chain. Eventually he wanted a change from the day-to-day running of the stores.”

André continued: “Because he had shops he had a lot of knowledge of what he should sell in the erotic wholesale market. As there were already many similar existing companies, he decided to start in a more niche arena, with steel, leather, bondage, and less mainstream lines. There was a growing demand for what you could call ‘extreme items’ and he is very successful in understanding that. Over time, after

creating that initial niche section, he built on the range offered with more mainstream products – such as Pixey – and was again very successful. O-Products won several awards with that.

After a sip of coffee, André added: “The reason we now carry 4,000 SKUs is that, especially with cock-rings and dongs, you don’t want to offer just one size. So as far as possible we hold all available sizes, which makes our offering bigger and wider. But this is what you do when you’re committed to being a wholesaler with a broad assortment.”

The cherry on the cake

I was curious about André’s past in the industry, and what that meant he was able to bring to the role of CEO for O-Products. I knew about his time at EDC, where we’d met previously, but suspected he’d more to his history in the pleasure products world. I was right.

“Yes, I’m very privileged to have worked with beautiful companies and people over all those years. Scala, Leg Avenue, One DC – or EDC Wholesale, as it was when you visited us for ETO. The good thing is that I’ve picked up and learned with every single company, so

André & Joop Visser

that gave me a very diverse outlook over the years.

“This latest chapter is the cherry on the cake, and I look so forward to working in this new position with my new colleagues at O-Products. The team is very dedicated and has already worked for many years with each other, which makes my job easier when you have qualified people around you. When Joop explained his vision of the next step for O-Products to me, I was very honoured that he approached me for this great job. O-Products want to expand and needed someone who jumped on the barricade to be the running man. Joop wanted to be more active with the internal processes and the rest I do together with Joop.”

My look at the OProducts.eu website inspired my next question as it’d featured more ‘creature and monster’ inspired dildos than I’d been mentally prepared for (there’s a sentence one rarely needs to type) and I wondered what the market for them is like.

André laughed and nodded, gesturing towards a colourful marbled example. “Yes,” he continued, “that monster trend is something which surprised me as well but it’s selling extremely well. We won several awards with this range as well and the assortment keeps growing. It’s definitely a trend that’s evolving from niche to mainstream. Well, perhaps not mainstream-mainstream, but you know what I mean. More accepted. Tentacle porn has its fans and some of the appeal is an extension of that, I’d say. Besides the KIOTOS ‘Monstar’ section we have the great KIOTOS steel, leather, glass, vibes, and bondage collection, and our latest, more mainstream creation is the new series of the Pixey Deluxe. It has the mix of being extremely powerful with no shaft vibration which is very unique for a wand. Plus there’s the ultra-silence series. These are all our own brands.”

Items to fill that gap

Brands can, and do, define a wholesaler or distributor, and while you’ve ‘customer experience’ in the mix, having desirable stock at a competitive price is the obvious starting point in finding and keeping customers. My look at the website had shown me lots of high-profile names – Domestic Partner, Crazy Bull, Master Series – and ones I’ve seen in stores – KIOTOS, Sport Fucker, Wand Essentials, Tailz – plus some others I wasn’t familiar with: Heroes, Ass Thumpers, Booty Sparks, Dark Crystal…

I turned back to André and asked about O-Products’ exclusive or self-manufactured lines. He put down his coffee to add emphasis when he said: “Yes, we have a collection of popular brands we bring in, but perhaps 70% of the assortment are our own ranges. That’s part of the philosophy of being a proper wholesaler, I believe. Make your own brands so you can distribute them worldwide without price dumpings around the corner. Naturally we want O-Products to remain the one-stop-shop for niche sex products so everything that’s available in that section we will investigate. Trends for more extreme butt-play, medical fetish, kinky roleplay ideas… whatever we see as an underserved market we try to get ahead of our competitors on product development to be first to market with the perfect item or items to fill that gap.”

I pitched an idea for an electro-magnetic bondage system, utilising electronics for fans of self-bondage (a timer), easy operation (an on/off switch) and easy cleaning (stainless steel, suitable for UV disinfecting) and he listened patiently. André explained the company

is very open to inventive ideas and products, after I wrapped up by explaining how the spring-loaded ass-lock could be reset and withdrawn with an electromagnet. If you end up stocking it, you heard about it here first.

A great place to shop for great lines

The excitement in André’s voice was palpable when he discussed being a key part of the future of O-Products: “I love how O-Products is a great place to shop for great lines,” he enthused. “The award-winning Pixey Deluxe – our bestselling wand line – the Aquawand, in black and white, which you can use in the shower, or the KIOTOS Monstar dildos. And so much more! I also love getting to show them off at trade events. Meeting retailers at EroFame, EroSpain, or XBIZ in LA… they’re all opportunities to exhibit a small fraction of our range yet talk about the bigger picture and connect with our customers. The whole O-Products team is eager to help and support existing and new clients to make 2024 a huge success for everyone.”

Sadly, my time with André was soon over but I’d had a chance to talk about my idea for a range of metal strap-on dildos (again, niche is O-Products’ thing) and explore the trend for jewelled metal plugs, metal collars, ball weights… We’d also talked about the company’s XX-DreamsToys trans-focused lines of breast-forms and ‘ultra realistic body forms with vagina’. And O-Products’ many glass toys, wooden humbler, insertable Champagne bottles, cock-slings and the blue neoprene dog mask. Their remote-controlled vibrating butt-plugs too.

O-Products deals with customers all over the world and the O-Products site is available in English or Dutch. The company normally uses UPS for worldwide shipments, and the minimum order value is €150.

Visit https://oproducts.eu for more details or you can contact André via andre@oproducts.eu

30 years of Mister B

Mister B, one of Europe’s leading names in the fetish scene, is celebrating its 30th anniversary this year, and brand manager Tony de Wilde talked Paul Smith through some of the recent changes at the company…

Just about everyone in the industry knows Mister B and its products, and so do many of your customers. In the words of Tony de Wilde, Mister B brand manager: “If you’re a member of the LGBTQ+ community and/or have a kink or fetish and are between the ages of about 20 and 65, the chances that you’ve heard of Mister B are fairly high. You either know us from the many events or LGBTQ+ initiatives we have supported and sponsored, or you have worn our gear during a fetish party or play session.”

Since being bought by Nelson Sousa da Cunha from founder Wim Bos in 2017, Mister B has seen numerous changes, but before we get on to them, perhaps we should go back to the start…

“Our company was founded in 1994 by the original Mister B: Wim Bos,” Tony told me. “Wim had a lot of experience in retail and in the gay scene when he started his own fetish shop in Amsterdam. His goal was to make fetish more visible and accessible. He did this by creating a store with big open windows so the

outside world could clearly see what was going on inside. A revolutionary idea for that time!”

Tony continued: “On March 2nd, 1994, the Mister B flagship store opened on the Warmoesstraat in Amsterdam, the then-famous gay leather street of the Dutch capital. The Mister B store in Berlin, Germany opened in 2000. In 2005, having outgrown the shop on Nollendorfstrasse, it relocated to its new premises on Motzstrasse. December 2014 saw the opening of Mister B’s only franchise in the heart of Antwerp, Belgium’s second largest city and fetish capital.

“After 23 years, Wim Bos said goodbye to the company and in July 2017 Nelson Sousa da Cunha, marketing manager at the company for six years and a diehard fetishist himself, became the new owner of Mister B. In 2018 there was another big change when our iconic Amsterdam flagship store relocated after 25 years. We moved to a beautiful new store at Prinsengracht 192, next to one of the main canals in the heart of Amsterdam.”

The Mister B website is now an important part of the business – it’s clear, modern, and available in English, Dutch, German, French and Spanish – but Tony was clear that bricks-and-mortar retail remains vital: “Mister B sells a wide range of quality fetish gear and intimate toys, but we also offer an experience,” he explained. “From the moment you walk into one of our stores, our friendly staff are happy to help you, even if you are just browsing or if you want to know more about certain products and their potential pleasure factor.”

Something new and different

I wondered if moving out of Amsterdam’s Red-Light District was a reflection on the more mainstreaming of adult products in the last 20 years, with sex toys all over Amazon and appearing in many supermarkets. “The move enabled us to try something new and different with the look and feel of the shop,” Tony said. “Since the very beginning, Mister B has been active in supporting the – primarily, but not exclusively, queer –fetish community and we want to continue this in the coming years. Whether it’s in Amsterdam and Berlin, or in parts of the world where being a member of the LGBTQ+ community is still an issue. As a growing company now with a total of 25 employees, we’ve decided to move to a new office space in Amsterdam, which is a dynamic environment which really benefits our creative process and workflow for all our departments.”

Curious as to Tony’s role as brand manager for Mister B, I asked how his cog fitted into the company’s gearbox. He responded: “As the brand manager, my job is very diverse. I’m responsible for anything that has to do with our brand. Along with the entire marketing team, we are working on the concepts for new brands, designing the packaging, creating content for both on and offline marketing, organising events and much more. It’s important to understand Mister B is very active within the LGBTQ+ community, with supporting organisations throughout Europe and hosting our own parties and events.”

This reminded me of the Skin Two model, where Balls and Expos complemented the latex clothing and accessory brand. Given the target market, maybe Balls would be a thing for Mister B? Anyway, Tony finished: “Lastly, I’m also the editor-in-chief of our glossy fetish magazine, Mister B WINGS. Here we highlight diverse stories of people within the queer and fetish community, as well as educate on sex, kink, and lifestyle.”

Another Skin Two parallel for those who remember that company’s popular magazine and yearbook publications.

Everybody wants a fuck machine

Our discussion moved on to Mister B’s retail side. I remembered a shop-in-shop concept in a (now sadly defunct) London gay store. Was this still ‘a thing’ for Mister B?

“Next to our three brand stores in Amsterdam, Antwerp, and Berlin we have two other retail concepts,” Tony replied. “Starting with our Mister B Concept Stores, which is part of another brick-andmortar retailer. The hosting store has a similar look and feel to the brand stores and offers the same customer experience. With a total assortment of Mister B concepts combined with other brands. As of now we have four concept stores, in Cologne, Copenhagen, Dortmund, and Frankfurt.”

Tony continued: “Our third retail concept is our Shop-in-Shop concept, where the brick-and-mortar retailer offers a good selection of Mister B brands and products allocated to a specific part of the store, which features the Mister B branding and marketing. At the moment we’ve around 13 Shop-in-Shops in several different cities all over Europe from Poznan Poland, Manchester in the UK, to Madrid in Spain. Having these retail concepts helps us really understand the end consumer. We get a lot of inspiration and feedback from our colleagues at the stores about new product ideas.”

Sticking with Mister B as a retailer for one last question – there is more to the Mister B story! – I asked about the website and how it integrates with the wider business.

“Next to our retail concepts and our wholesale department of course we also offer our products online at MisterB.com where we’ve a large selection of

our products,” Tony said. “Our own brands as well as a huge selection of third-party brands. Over the years we’ve put a lot of effort into designing and producing our own brands. From our latest fantasy dildo brand Hellhound – a colourful selection of fantasy inspired dildos – to Mister B SERVE, a gender-neutral line of leather harnesses.

“However, our main product focus is our immense Mister B leather, rubber and neoprene lines, our BDSM toys, and of course our lubricant collection with all kinds of Mister B branded lubes. Our focus this upcoming year will be expanding on those lines and making sure we keep the designs fresh and new.” I recognised many of the brands Mister B distribute as I browsed the website, including Rocks-Off, Colt, and Fleshlight, but asked if I was missing the ‘hidden treasures’ in Mister B’s offering. Were the jewelled plugs ETO’s Mystery Shopper’s was always commenting on something the gay market has embraced?

“We offer and distribute a lot of well-known brands, including F-machine, Oxballs, E-stim, Topped Toys and many more,” Tony said. “We’ve some steel products for sure, though we don’t notice a big trend in those lines. Some things that are trending at the moment are chastity devices, electro-play and, since the pandemic, everybody wants a fuck machine.”

The most socially-distanced of threesome options for the spit-roast fan – it makes perfect sense. For the

straight market (with, admittedly, some disposable income) as well as the (typically child-free) gay scene.

The spirit of what we do

30 years in business is quite an achievement, and Mister B will certainly be celebrating it.

“We’ll do this in many ways, starting with our presence at Darklands Antwerp, a huge fetish festival,” Tony said.

“It’s where we’ll also release the 16th issue of our Mister B WINGS magazine. I don’t want to spoil any surprises, so I’ll just say stay tuned for all the 30th anniversary festivities by following us on social media or keeping an eye on MisterB.com.

“At Mister B we really are a family after these 30 years. Some of us have been working at the company for several decades, like for instance our back-office hero, Max, who is celebrating his 25th year with the company this year. I think this reflects well on the spirit of what we do and how Mister B has developed over the years. We’ve not lost sight of what makes the business special.”

And where does Tony see Mister B in 2054 – 30 years from now?

“I can’t wait to see for myself!”

When I think of Mister B, I always picture the first time I saw Domestic Partners’ Ass Midget, which I think was in the old Amsterdam store. But I also think of the firm’s trade show stands: compact compared to some, but elegant, efficient, and focused. That’s the Mister B I expect to move forward, even as some ‘exclusively gay’ products of the past expand their potential customer base by finding favour with an increasingly

open-minded/open-buttocked non-LGBTQ+ market. I’m not qualified to speculate on Mister B’s future, but if it’s anything like the last 30 years, it’ll feature understanding its customers’ changing wants and needs, and adapting quickly to better serve them.

Perhaps some typically gay-focused lines expand into the larger ‘all men’ market (butt-play being a lot more mainstream now than it was in 1994) and if so, I’d expect Mister B to further broaden its profile as a kink or fetish brand more than a specifically LGBTQ+ one. Many stocked lines already have ‘crossover appeal’ and it’d be a mistake to pigeonhole Mister B as an exclusively ‘niche lifestyle’ (I mean by raw numbers, not validity) focused business.

That said, the company’s beating heart is still a leather one, with an alluring gloss and probably chrome spikes.

Country Focus: Belgium – a country of three halves

In a companion piece to this issue’s Mystery Shopper, Adam Bernstein takes an in-depth look at Belgium, including the depth of its character and its potential as an export market…

With a rich history along with a major diamond industry, three official languages, and a variety of beers along with waffles and heavenly chocolates, Belgium is also well-known for its medieval towns, national football team, and for suffering during two world wars.

Belgium, or rather, the Kingdom of Belgium, is a relatively young country that only come into existence in its modern form in 1830. Its name originates from ‘Belgica’, a title given by the Romans to the northern part of Gaul which Julius Caesar conquered a few decades before the Christian era. The word is derived from the fierce tribes in the area which the Romans had to subdue.

In the Middle Ages, Belgium was divided in fiefdoms: the County of Flanders by the sea, the Duchy of Brabant, the Principality of Liège along the Meuse River and so on. During the late Middle Ages, present-day Belgium, Holland, and Luxemburg were unified into the so-called XVII Provinces and became part of the lands originally belonging to the Dukes of Burgundy.

In 1792, following the French Revolution, France invaded the Austrian Netherlands which were annexed to become part of the Napoleonic Empire. Post Waterloo the former Austrian territories were reunited with Holland into the United Kingdom of the Netherlands.

The union only lasted until 1830 when the Belgians revolted against Dutch rule to become independent.

July 1831 saw Leopold of Saxe-Coburg-Gotha became the first King of the Belgians.

The German Empire invaded a neutral Belgium in 1914 to outflank the defences of the French army.

The Belgian army resisted, holding territory north of Ypres alongside the British and French armies until the Armistice of 1918. The country was again invaded in 1940 but surrendered after two weeks.

Following World War II and wanting an end to wars fought on its soil, Belgium led the way to European unification being one of the six founding members of what became the European Union. Its capital, Brussels, now hosts several European institutions and the headquarters of NATO.

Demographics and geography

Bounded by the English Channel and the UK to the northwest, the Netherlands to the north, Germany and Luxembourg to the east, and France to the south, Belgium is very reachable.

Belgium isn’t very expansive and covers just 30,528 sq. km but with a population of 11.7m according to Statbel, it is the 22nd most densely populated country in the world and the 6th in Europe.

According to the World Cities Database from simplemaps – using various “authoritative sources”, at the end of March 2023 there were 388 towns and cities of 8,500 inhabitants. Brussels was the largest with 1.74m people, Antwerp next with 529,000, Gent had 265,000, Charleroi 202,000 and Liège had 197,000 residents. Four more cities had more than 100,000 population, 19 more had between 50,000 and 100,000, 321 others had 10,000 to 50,000 residents, and just 49

had between 8,500 to 10,000 inhabitants.

In terms of demographics, Belgium is ageing – so reckons the World Population Review. It noted a population growth rate of just 0.41 percent which puts it in 173rd place. The average age in Belgium is now 41.9 years and some 30 percent are approaching retirement. Peak population of around 12.5m is expected around 2050 after which the population should decline to 11.5m by the end of the century.

Healthy Belgium noted in July 2023 that life expectancy for men is now 79.5 years compared to 83.8 years for women. Index Mundi offers data on age bands based on 2020 estimates – those aged 14 or under made up 17.22 percent of the population, 15–24-year-olds accounted for 11.2 percent, those in the 25-54 aged band equated to 39.23 percent, those between 55-64 took up 13.14 percent and 19.21 percent of the population were over 65 years of age. With its complex history, it’s not hard to see why the country is just as complex administratively. Belgium is divided into three autonomous regions – Flanders in the north, Wallonia in the south, and Brussels-Capital. There are three official languages – Dutch, French and German. However, French is the lingua franca. It’s been said that the political parties are not just driven by ideological interest but also by regional selfinterest. A July 2023 Politico op-ed stated: “Mounting concern over migration is fuelling a surge for Flemish independence parties ahead of an election next year.” In essence, it said that the country has a “dysfunctional national political life.” Proof of this was indicated by long periods without an officially functioning government –589 days between 2010 and 2011 and 500 days during 2018 to 2019, nearly three years in total. Politico also reported that the Vlaams Belang party — which wants Flanders to move away and into a fully independent, breakaway state — is now the biggest political force in the country.

Adult sector

Market analysts ECDB estimate the Belgium erotic and adult products ecommerce market was worth around €34m in 2023. ECDB also estimates online sales accounted for 10.7% of the total Belgian erotic and adult products retail market last year, suggesting the overall market value is somewhere in the region of €342m. Online or offline, consumers searching for a supplier of sex toys have no shortage of options, with a quick online search bringing up names such as All Black, Belgium Sex Shop, Belgo Toys, Bondage Life, Boris Boy, Erovibes, Erotosche Verbeelding, Eva Luna, L’eXtase, Loveware, Madame Rêve, Nuit de Chine, Pabo, Sexy Style and Sexy World, in addition to the big players who cross borders.

Unlike its European neighbours, Belgium has a unique claim to fame when it comes to sex toys: it is the only country – to our knowledge – that has hosted an annual sex toy hunt.

The event was launched in 2008 by Nicolas Bustin, from Belgian sex toy company Soft Love, in the small village of Wépionin, just outside of Namur. Known as the Chasse aux Sextoys festival, it took place annually around Easter time and saw people digging up a muddy field in search of buried treasure – tokens that could be exchanged for sex toys and other erotic accessories.

Conceived as a marketing gimmick, it grew to attract thousands of women participants – only a token number of men were allowed – dressed in hen nightlike attire for the occasion. In addition to the main event, attendees could also enjoy refreshments, Zumba sessions, body positivity workshops, and pole dancing classes, with money raised from the festival distributed to women’s health charities.

Although the event did not take place in 2023, it was reported to be returning in 2024 under a new name –The Love Toy Hunt – and in a new setting, following Soft Love’s relocation to Mont-Saint-Guibert.

A Facebook group dedicated to the festival can be found at www.facebook.com/groups/205815377817387

Economy

Both Coface and Lloyds Bank highlight some concern for the Belgian economy, primarily because of the price of energy and the country’s reliance on gas for its chemical and pharmaceutical sector.

Lloyds commented that the Belgian economy rebounded strongly in 2021 and the first half of 2022, but that “high energy prices, declining confidence and weakening international trade slowed GDP growth in the second part of the year.” While the IMF estimated an overall growth of 2.4 percent, the EU’s Economic forecast for Belgium, last updated in May 2023, outlined growth of 3.2 percent in 2022, a forecast of 1.2 percent for 2023 and a projected rate of 1.4 percent in 2024. In dollar terms, GDP hasn’t grown much (despite peaks and troughs) since 2008 when it stood at $517.33bn; in 2022 it was listed as being $578.6bn. In comparison, GDP more than doubled between 2001 ($236.75bn) and 2008 according to the World Bank. The problem for Belgium is that it is highly exposed to the performance of its main trading partners who, according to Worldtopexports.com – citing May 2023 data - were Germany (21.2 percent of exports), the Netherlands (13.8 percent), France (13.1 percent), the US (5.9 percent) and the UK (5.2 percent). Another ten countries made up the top 15 countries that generated 78.4 percent of Belgian exports.

As for inflation, EU data recorded this as 10.3 percent in 2022, 3.4 percent for 2023 and an estimated 3.5 percent for 2024. The unusually high inflation rate has been attributed to sharp increases of wholesale gas and electricity prices that quickly fed into retail prices. Unemployment in 2022 stood at 5.6 percent, was expected to be 5.8 percent for 2023 and is predicted to drop to 5.7 percent in 2024. A low labour market participation rate could be a problem for Belgium in the coming years; worryingly, unemployment disproportionately affects the young, non-European immigrants and those in Wallonia. The World Bank reckoned that Belgian GDP per capita for 2022 was $49,582.80. In comparison, the World Bank puts Burundi bottom at $238.40, Romania at $15,892.10, Italy at $34,158, the UK at $45,850.40 and Monaco top at $234,317.10. All things are relative.

Chasse aux Sextoys festival

Industry and business

A Belgian government agency, Federal Public Service Economy, noted in its Economic Outlook of May 2022, that the Belgian economy “just like any modern industrialised economy is characterised by the growing importance of services.” It stated that the share of market services (including wholesale and retail, financial activities, and insurance) represented 55.4 percent in 2020, compared to only 13.8 percent for industry and 5.3 percent for construction with the rest split between non-market services (including healthcare), energy and agriculture.

Stanbic Bank draws attention to significant discrepancies between the three Belgian regions. Flanders has succeeded in developing the second largest petrochemical industry in the world. Wallonia is in the middle of restructuring, following the closure of collieries and steel plants. Brussels distinguishes itself in the areas of telecommunications, software development, and the pharmaceutical and automobile industries. It commented that “the Belgian economy is largely oriented towards services. In fact, the tertiary sector accounts for 68.8 percent of GDP and employs 78 percent of the active population.”

The service sector is in the main based on commerce, transport, and hospitality along with public administration, education and business services. The most common occupations are office workers, shop assistants, maintenance staff, and teachers.

Chemical, plastics and life sciences

The European Chemical Industry Council (CEFIC) states that the Belgian chemical sector is worth some €74bn and directly employs 97,400 workers in more than 720 companies with another 220,000 employed indirectly. The sector accounts for more than one third of all Belgian exports.

Agro&Chemistry noted, in April 2022, that the sector saw its strongest growth in 20 years and that “within the EU, Belgium has even become the second most important exporting country for chemicals, plastics and pharmaceuticals, following Germany.” It added that chemistry and life sciences also account for 40 percent of all Belgian patent applications; 982 were filed with the European Patent Office in 2021.

Manufacturing

Federal Public Service Economy data for 2020 recorded that the biggest segments within the manufacturing sector were the pharmaceutical industry (20.4 percent of the total value added), food and beverage industry (15.3 percent), chemical industry (15 percent), and basic metals and fabricated metal products (11 percent).

In more detail, Federal Public Service Economy noted other elements of the Belgian manufacturing sector included electrical equipment, textiles and leather goods, furniture and machinery equipment, transport equipment, wood and paper products, and computer and optical equipment.

The World Bank reckons that the entire manufacturing sector is worth around $72.95bn which equates to around €66.68bn. However, that doesn’t quite stack up with data from the Federal Public Service Economy and CEFIC. Indeed, the Federal Public Service Economy detailed that (in 2020) pharma and chemicals were worth a collective 35.4 percent of GDP which equates to around €204bn.

Statista has stated that in 2020 there were around 39,630 manufacturing enterprises.

Agriculture

Agricultural activity in Belgium has continued to shrink - both in terms of employment and in its contribution to the GDP. However, its key crops are sugar beets, chicory, flax, cereal grains, and potatoes. The country also cultivates fruits, vegetables, and ornamental plants. Forty-four percent of the land surface of Belgium is cultivated with farmland increasingly concentrated. In 37 years, the average utilised agricultural area per farm holding has more than tripled in Flanders (from 8.4 ha in 1980 to 26.4 ha in 2017) and in Wallonia (from 20.7 ha to 56.6 ha). Livestock farming has become significantly more intense.

The problem for the sector is as FPS Foreign Affairs commented in April 2022: “…agricultural land is subject to competition from housing, industrial areas and road infrastructure, even in the countryside” which is forcing up land prices. This is why Belgian Common Agricultural Policy (CAP) financial support is aimed at investments in agricultural holdings and the setting up of young farmers.

Tourism

Statista recently commented that Belgium’s accessibility is what makes it a popular travel destination in Europe. It has a coastline, historically interesting cities, as well as a decent cuisine. In other words, it has much to offer in the way of attractions and cultural activities for tourists.

In 2019, the number of overnight tourist stays in Belgium peaked at approximately 42.5m before understandably declining to around 20m in 2020 following COVID. Some 313,600 people work in the sector – a figure which Statista says is almost identical to the level pre-COVID. The sector was worth €25.9bn in 2022, down 11 percent on 2019’s €29.1bn. However, more recently, in July 2023, the Brussels Times wrote that “Belgium’s tourism sector clocked a record 51m overnight stays last year, largely in coastal areas and Brussels.” The growth, however, was spread unevenly across Belgium with West Flanders seeing over 14m overnight stays, followed by Brussels and Antwerp province at 7m and 6m a piece. The Belgian Ardennes’s Luxembourg province saw over 4.1m overnight stays.

Tax

The general rate of corporate income tax (CIT) is levied at a rate of 25 percent. This rate applies to both Belgian companies and Belgian permanent establishments of foreign companies.

A reduced rate applies to small and medium-sized enterprises (based on article 1:24 of the Code for Companies and Associations or on article 15 of the old Companies Code, and provided several other conditions are met). Such businesses are able to benefit from a reduced rate of 20 percent on the first €100,000 of profit.

A surcharge is due on the final CIT amount upon assessment. The surcharge can be avoided if sufficient advance tax payments are made. Currently, the surcharge is 6.75 percent.

There is also a tax of 100 percent that is applicable to so-called ‘secret commissions’ - any expenses where the beneficiary is not identified properly by means of official forms filed with the Belgian tax authorities.

The standard rate of VAT is 21 percent. However, there is a 12 percent rate that applies almost randomly to phytopharmaceutical products, inner tubes, certain combustible material, margarine, social housing and certain renovation works, and restaurant and catering services.

There is also a 6 percent rate on numerous other supplies such as basic necessities (food and medicines), passenger transport, repair of bicycles, some medical supplies and prostheses, and hotels and camping.

Beyond that there is a VAT exemption for supplies that include education, banking, insurance, and cultural services.

Tax brackets apply to net taxable income after the deduction of social security charges and professional expenses. There are four bands – 25 percent for income under €15,200, 40 percent on income from €15,201 to €26,830, 45 percent on income between €26,831 and €46,440, and 50 percent on income over €46,440.

Interest and dividends paid out and collected via Belgian financial institutions are, in principle, subject to a flat-rate tax of 30 percent. €980 can be earned interest free; interest exceeding this amount is subject to 15 percent tax. Dividend payments are exempted for the first €800.

To summarise, Belgium has much to offer firms based in other countries. However, while the common thread that holds Belgians together is Europe, as is the case elsewhere, Belgium is a little fractured. Applying some common sense and regional sensitivities to discussions would be a worthwhile move.

SHE’S BACK! MYSTERY SHOPPER - BRUSSELS

And this time she’s touring Europe. To kick off her adventures, our Mystery Shopper travels to the heart of Europe, or at least the EU, the historic city of Brussels…

Hotstore Erotique Argos Shop Sensations

Fresh o the Eurostar, a short walk away I located this interesting store with appealing windows and buzzer entry. Surrounded by building works – and a gay sauna – I found its blue-lit stairs (to a cellar and a cinema), grey wood-a-like flooring, white stands, talkSPORT (in French) radio and good lighting restful and relaxed. Long avenues made browsing a little harder than it might’ve otherwise been, as I scanned fetish shoes and boots (€125 knee-high, €189 thigh-length), boobs in a glass case (awkwardly priced underneath), aluminium baseball bats (oh my!) and a lot of other metal toys, €119 CalExotics’ French Kiss, and some detritus waiting to be dealt with. Noir Handmade, €89 Leg Avenue dresses, a stepladder tucked beside the stairs up, Ouch! Ball gags, Dorcel masks…

Downstairs (including one giant step which almost tipped me down them), in the low-ceilinged basement I enjoyed slimline LED light panels, as well as more quirky stock: A €1,625 and €1,075 cage (take one price o , eh?), more trans lines including bum-n-hip boosters, French DVDs for anything around €45-€55, with some very specialist titles for €135 – all annoyingly displayed spine-on and doubleparked, with handwritten categories - and €349 Master Series ‘pussy pants’. Plus a €1,875 F-machine, ‘loo-seat’ seat, and a continuation of the untidy-but-interesting display vibe.

With a manager who was mostly on the phone, narrow aisles and some faded prices, I still le impressed with the breadth of stockholding and overall presentation. Tidy for another star!

Catching my eye on Google maps, this is unlike any Argos I’ve previously been in. A totally unconnected business to the Sainsbury’s-owned chain of course, it still made me smile as I looked over the three-way metal butt-plug(s), 8-prong butt-stretcher, and horse speculum in the windows. They prepared me for a more gay-male targeted store, but the very rst thing to strike me was the same grey flooring as Hotstore. A related business or coincidence? Hard to say. I was soon lost in cockrings and cages, biscuit and brown walls behind dark metal mesh displays, and lashings of leatherwear. A side room held a sex seat with knee supports (display or for sale? Hard to tell again), a sex swing, fold-out restraint mat, and €115 Rude Rider harnesses in a variety of styles and colours. MOI seat and sex machine, another queening stool, and a further substantial seat. Good music accompanied my dri past some cool masks (gas, dog, urinal; the usual), €60 Colt jockstraps, and rows of Domestic Partner dildos on the floor (tut), towards the DVDs. This was another large display, but better done, with clear €40/€50/€55/€65/€68 pricing (random, but clear!) and A4 signs o ering 15%, 30% and 50% o . These were colourful to catch the eye, but why the discount was printed fairly small, and o -centre, I can’t say.

I got a “Merci” as I le , which helped a little given the lack of other interaction. Ignoring Man2Man next door for now, I headed deeper into town…

I also admired but skipped Borisboy – another gay store – and ‘Erot’x Stars’ as I zeroed in on this adult store, which was surrounded by at least ve others within a couple of minutes’ walk. I selected it over the others (one which had no obvious name) for the simple reason it was on my side of the road – a road being resurfaced. I’ll remember it for taking the ‘narrow aisles, tall stands’ to the next level. Honestly, it felt like I’d got even shorter while trapped in a sex canyon. No wonder there were CCTV cameras everywhere – You’d be invisible from the counter otherwise. I think I saw 16 ‘feeds’ on a screen there. Lots to watch at once.

€49 Rimba sink-plug gags, no DVDs, RealRock dildos, €99 Noir out ts, Cottelli lingerie (€40+) and Play (€50+) boxed lines, €18 Amorable stockings by Rimba, and toys measured in inches (12” €89) in a metric-only county all got spotted, wrapped across dark wooden flooring and black-mirror slatwall, with sections of red too, not obviously being used to highlight anything in particular. I was pleased to spot a portable step to get to the higher shelves, even though I’d need to stack several of them. Fun Factory, Pipedream’s Fetish Fantasy Series lines, big Zero Tolerance masturbators, a huge selection of Satisfyer toys, and good music pleased my rusty Mystery Shopping senses, as did more LED panel lights- very much needed in the canyon., I le via a steep ramp back onto the pavement and noted a sandwich board. Around the corner I wrote on my notes, “Overstu ed but satisfying!” and stand by that. Sometimes it’s nice to be overwhelmed..!

Home to Hercule and Tintin, waffles and chocolates, three official languages, diamond trading, more than enough peeing statues and more than enough Smurfs, Belgium is more than just a country invented so Britain and Germany would have a place to sort out their differences – to quote James May.

Adam Bernstein takes a close-up view of the country elsewhere in this issue and here our Mystery Shopper spends a little time in some of the adult stores of Brussels.

Famed for its architecture, the European Council, Commission and Parliament, and Jean-Claude Van Damme - specifically, his muscles – it’s the sort of place where men still stride while smoking a pipe, where the bar with the most beer varieties (as of 2004) can be found, and where street signs are bilingual.

Sexy World Love Shop

I continued my odyssey to the north, by Brussels Noord railway station. A prime spot for a large store, even with half of it given over to DVD booths. However, outside I got my rst warning signs; a roughly taped-up broken window, and sun-bleached stock on display. Stepping inside I was met with stained floor tiles in a selection of pink shades, blinking fluorescent lights, and water-damaged ceiling tiles. I don’t enjoy focusing on the negatives so let me quickly add I liked the bilingual info signs around the walls – ‘Girls Pump Too’ by the nipple and clit pumps, ‘Realistic Vibes, Dildos and Dongs’ by the… well, you can guess – as well as Bangers masturbators, Scandal bondage lines, and €60 Leg Avenue costumes.

Was that insulation hanging from a broken ceiling panel? I tried to ignore it, but that put my focus onto the shelving units, many of which had xed shelves too close together for the stock on it, resulting on many hangable boxes displayed on their sides. At least the DVD deals – 7,5€ each or three for 15€, to use the signage format – were both enticing and clearly communicated. Other movies were €25 or €29, with lots of Asian titles seen, alongside ‘Fuck Device Boys’ range – something like that anyway!

Something of a missed opportunity given the size of the site, but I did appreciate aspects of this shop.

I headed back towards Station Brussel Zuid and another smooth train ride with one last store to admire. I picked this one over Sensation ‘elle (toy’s with an apostrophe on the sign), L’Autre Image, and Lady Paname (sex life accessories) because the mannequin in the window had giant boobs. Sometimes it’s the simplest things. I le the busy street far behind, thanks to pale stone-e ect flooring, tted and modern-looking wooden stands, some with mirrors, and a thread curtain inside the automatic doors. This helped me feel less overlooked as I browsed an open drawer of metal plugs around €49 in gold and chrome, with round and heart-shaped jewel ends, in a selection of sizes and jewel colours. Truly something for every taste.

Deeper in, I was amused by the toothy smiles of mannequins, blue-light uplighters on top of the stands, male fetish clothing lines, Crazy Bull, and the sudden feeling I was overdressed. It was cold outside and I soon had to carry my coat. Changing booths at the rear, complete with green velvet seats for partners of shoppers to wait on, deflected me back towards the front, where I was o ered 10% o toys and lingerie by the manager and saw a masturbator range from Lovetoy called Streetgirl’s, which might not be a typo. €99 Cottelli bondage dresses and costumes, Leten powered masturbators… €23 for stockings seen for €18 elsewhere though.

With a friendly “Goodbye!” as I le this light, bright, sophisticated store, I walked away smiling like a top-heavy mannequin.

Ticks almost all of the right boxes.

renee denyer Shop Talk:

Cancer, Sex & Intimacy, aka Sarah & Cheryl, are recording the first episode of their brand-new sexpositive podcast at Bison Studios in East London. This is how I find myself pumping a Tenga Egg over a dildo in front of a mic on a Monday morning. The squishy sound effects are brilliant! I squirt Orgie Acqua Croccante mousse onto the gals for popping and crackling sounds before demonstrating loud vibrator patterns. The lovely Emma from Shine Cancer Support brings calm to the giggles (she joins us via Zoom, so misses out on the tactile fun). We settle into a discussion about the lack of support for women living with or beyond cancer who are ready to return to sexual pleasure. We end the recording with a segment called Passing the Dildo, where we share our best tips for non-sexual intimacy. Grab a cuppa and have a listen, loves! My next engagement with CSI is at the beautiful Future Dreams House in Kings Cross, the UK’s only dedicated breast cancer support centre. FDH offers workshops to assist women in managing the emotional and physical symptoms and issues when faced with a breast cancer diagnosis. Evie and I answer questions and show toys - Je Joue Amour is a clear winner. It’s a fabulous evening, and we’re already looking forward to the next one!

Ratings for interactions

A customer messages to say he forgot to add a discount code to his order. As per company policy, I ping off a friendly email explaining that the code can be saved for another time. The customer fires back with a blatant attempt at intimidation. He curtly informs me that he owns a competing business, and if I were his staff member, I would be out of a job. He also wants contact details for the proprietor. I forward his email and step away from my screen, declining further contact. Unfortunately, the Sh! Voipfone somehow connects the next call to my personal phone, and the customer’s spouse asserts that I have been caught ‘not doing my job.’

After this and many (too many) similar interactions, Ky suggests trying out a completely new web chat. The new chat features a FAQ knowledge base where customers can find answers to common questions. Research by The Institute of Customer Service in the UK shows a general uptick in rudeness toward customer service staff, and being on the receiving end is exhausting. Implementing the new self-service chat has been cathartic.

I’d love to copy Uber and start a rating system for

interactions. Unreasonable demands get low scores, and delightful customers can earn themselves freebies! For example, a gentleman recently received the wrong product due to a labelling error. The customer messaged to say he felt so intrigued by the toy he wanted to pay for and keep it. On top of that, he ordered three bottles of lube. Now, that is the kind of customer who gets 5 stars!

I would also award a high score to the customer who placed an order with an incorrect international shipping address. Rooting through thousands of parcels at Heathrow isn’t an option, so we can only leave postal services to do their thing and eventually return the goodies. The lovely lady received the information with good humour; she knew the mistake was hers.

Three decades of Sh!

Nobody knows how long our Aphra has been with the company, but an educated guess is just over the 30-year mark. During this time, she has gone from working part-time to becoming operations manager to meeting and marrying the love of her life, Sophie (Ky’s business partner). After 30+ years, they are both ready to move on to a slower style of life. (I expect this will involve golf clubs.)

Our small core team has worked side by side, laughed and cried, and blown off steam together for many years. My first Brighton Pride with Sh! is an excellent example. Aphra’s ability to fill the van with sexy stock was an eye-opener. The woman knows how to squeeze the most dildos into the smallest space!

(Something for your CV, Aph!).

Ky’s favourite memory is of Aphra as the ‘Perv Police’ at Erotica, Olympia. Wearing a pink, full-length rubber dress, Aph stopped unaccompanied guys from entering the pop-up shop, as was Sh! policy at the time. This meant turning away a famous rock musician with a fierce look and a flick of her crop. Definitely a case of everything we do, we don’t do it for you!

*wink*

Ky’s best memory of Sophie is when she nearly fell off a ladder with fangirl excitement when her motorcycle-racer hero walked into the shop. Much better than when Soph was actually blown off a ladder by 240 volts after drilling through an electrical cable... (Seemingly, Sophie spent a fair amount of time on ladders in the early days.) Another fabulous memory is when Sophie received an invitation to a couple’s wedding after being their personal shopper and anal sex advisor for four months. Ditto when she got a shoutout from Sarah Cox after she visited Sh! So many memories - three decades worth!

Sophie and Aphra, we will miss you (every day!) and we wish you all the best - and a long, wonderful holiday! Arrivederci, babes!

Finally, let’s take a moment to share love, thoughts, and condolences for the family and friends of Victoria Blisse. Queen V was a member of the Brit Babes, and we first met her at a book reading at Sh! many years ago. V brought smutty words, laughter, and warmth. Anyone who knew her speaks of her kindness, compassion, and enthusiasm for cuddles. Her fierce support for the LGBT and kink communities also stands out for us. You will be deeply missed, Victoria xx

Renee Denyer, customer engagement manager of the multi-award-winning Sh! Women’s Store, discusses pumping Tenga eggs with dildos, customer interactions, and saying goodbye…

Sophie & Aphra

tracey whitmore Shop Talk:

I am actually struggling to know what to write in my first column for two years. Not because I have nothing to say (yeah right), but purely as I have far too much to tell you all!

Firstly, how amazing is this, that the ETO magazine is back in physical form? I don’t know about you, but I feel that the heart fell out of the UK industry when we lost ETO. We have lost touch with so many people and it feels so different out there without our central hub. Hopefully now relationships within our industry can be revived and we can all be part of one big happy family once again.

What an honour it is to be asked to continue to write for ETO magazine. We are little minnows in the big pond of the industry, and we are so grateful to be able to share our little slice of the sexy pie. Luckily my ink hasn’t dried up and my juices are still flowing, if not a little stale lol!

Well, where to start… let me take you back and mention the ‘C’ word. We struggled through Covid, like so many of our peers, but thankfully the world went sex mad! Web sales soared and continue to do so, footfall increased (once we were allowed to open our doors again) and our loyal customers kept our boat afloat. Generally, the trend has turned when it comes to buying adult products: people have discovered, and are still discovering, their kinkier side and why pay a gas bill when you can spend your hard-earned cash on sex toys?

This year in particular has been one to remember, let me tell you…

Full of cupcakes

We were approached by Optomen TV, who produced the show ‘Getting Filthy Rich’ with the wonderful Olivia Attwood. They asked us a few questions about our store in a Zoom meeting and we met some of the show’s producers who agreed that they would love to feature us on the next series. Obviously we sh*t ourselves as there was no time to prepare or go on diets etc. It was coming up to Valentine’s Day and the store was super busy. We really didn’t know what to expect other than the fact that Olivia would be turning up with a film crew and the drone and we would be featured on her documentary.

When she arrived she was cool, calm and collected – unlike us who were complete nervous, sweaty messes. Chris was far too busy prepping himself for TV rather than checking on his poor old mum. He failed to inform me that one of my eyelashes was hanging off, but then again, neither did Olivia. I was

Well, where to start… let me take you back and mention the ‘C’ word.

expecting to get hair, make-up, the whole works! Olivia was great and soon put us at ease (ish). After six hours filming and playing with sex toys they all left, full of cupcakes and with armfuls of goodies. Now we just had to wait for five months until it was streamed on ITVX, with NO preview of how we were edited or whether you could see the wayward eyelash on camera. The title of the series bothered me, as I explained: I maybe ‘filthy’ but I am not ‘rich’. So we focused on how much people actually spend on products rather than how many millions I make (one day Rodney…).

We are pleased to report that after the release of the documentary in July, we were extremely busy with customers through the door and on the website. We are still getting people now saying that they saw us on the telly! It was great for business and just such fun to do, even if super embarrassing (you will also be pleased to know the eyelash slip was NOT visible on screen).

Shrine to Dani

Then in the Autumn came a big surprise. We were contacted by our lovely friends and suppliers at Playharda, and asked if we would be interested in hosting a merchandise launch for the very popular adult actress Dani Daniels. Well, if you insist lol! We literally had a few days to transform an area of the store into a shrine to Dani and her merchandise. It was all a bit last minute but that’s how we work best: under pressure! The big day arrived as did Dani and her adoring husband Vic. They were so lovely and so down to earth; we had such a giggle as streams of adoring fans flocked to see her. Some of her admiring public had travelled up to eight hours just to say “hi” to her and get some merchandise signed by her. Dani was so sweet and so attentive to everybody. She made a few reels while she was at our store, one of which has had over three million views, mainly from followers in India, where she is HUGE!

We had a few moments to breathe before the big prep for Christmas season. There may be a cost-of-living crisis at the moment but there is certainly no cost of LOVING crisis. Our festive period was as busy as ever and as I write this we are in full swing for the season of love and Cupid is currently working himself up to shoot his load all over the store.

This year’s plans? To be bigger and better and to get more hugs from our industry friends. Oh, and hopefully get to wear the posh frock that I got for the ETO awards ceremony four years ago.

Tracey, Dani Daniels & Chris

Tracey, Olivia Attwood & Chris

Tracey Whitmore, of Aylesford’s award-winning Vibez Adult Boutique, reveals the impact her appearance in a TV documentary had, and how her store also became a star on the ‘gram…

IN BRIEF…

H2O Anal Thick

Jo www.shopjo.com

This new formula is said to be five times thicker than the company’s current best-selling water-based anal formula, JO H2O Anal.

H2O Anal Thick is made without parabens, fragrances, or desensitizers, and it is available in three sizes: 2 oz, 4 oz and 8 oz.

“We are very excited about our new H2O Anal Thick,” says Brian Woolard, general manager. “We have been anticipating the release of this product and it is the perfect addition to the JO anal line-up.”

Next

Womanizer

www.womanizer.com

Latest version of the device that started the whole pleasure air bandwagon rolling, Next’s headline feature is 3D Pleasure Air Technology (PAT), which can pulsate as low as 3 pulses per second.

Tobias Zegenhagen, chief product officer at Womanizer, said: “If you think about it in terms of music, I would say that if the original Pleasure Air Technology can play single notes, 3D Pleasure Air can perform an entire symphony.”

In the fast-moving world of pleasure products, it can be easy to lose track of who’s launching what, so here’s a brief recap of some of the most exciting recent releases…

Pjur Woman Lust

Pjur

www.pjur.com

Pjur’s first stimulating gel for women, which it is offering in two different intensity levels: Pjur Woman Lust and Pjur Woman Intense. Pjur says the unique formula of natural ingredients is water-based and works perfectly with erotic toys, delivering a tingling sensation during foreplay or oral sex that can last up to 15 minutes.

Alexander Giebel, CEO and founder of Pjur, said: “In addition to our premium, MDR-certified lubricants, we are now also offering a stimulating gel for women that provides the highest ‘Made in Germany’ quality. This sends a clear message: Pjur is more than just lubricants, and it’s well on its way to conquering new market areas.”

ToyJoy Urban Collection

Scala

www.scala-nl.com

Urban collection consists of five toys: Elixer double vibrating penetrator, Bronx pulsating scrotum sleeve and c-ring, Fushion vibrating couple c-ring, Nova pulsating squeeable stroker, and Zephyr pulsating stroker and c-ring.

Available in black or pink, some models feature a stimulating function that delicately tickles, targeting the clitoris, G-spot, penis, and scrotum.

“Urban is dedicated to those who savour every aspect of life,” a Scala spokesperson said. “Tailored for successful, sophisticated individuals, Urban toys epitomise luxury by blending sleek design with groundbreaking features. These pleasure products go beyond the ordinary, promising an experience that caters to the refined tastes of our discerning audience.

Next also features Climax Control, Autopilot, Smart Silence, and Afterglow.

Elisabeth Neumann, head of user research at Womanizer, said: “Womanizer Next epitomises the intersection of technology and intimate pleasure, setting new benchmarks in the industry.”

Darth Invader

Dusedo

www.dusedo.com

Inspired by the bad guy from an epic space opera set a long time ago in a galaxy far, far away, the Darth Invader from Icon Brands is now available from Dusedo.

Standing 35 cm / 14 inches high, this detailed Darth dildo design features a strong suction cup base for ‘hands-solo’ use and is made with premier phthalate and latex-free PV.

Available in black only – obvs – the box features the taglines ‘May the force be in you’ and ‘The empire strikes butt’.

Sphinx Vibrating Nipple Clamps

OhMiBod

www.ohmibod.com

The previously humble nipple clamp can now be a vibrating app-controlled wearable with Sphinx, which OhMiBod says seamlessly blends fine jewellery with cutting-edge pleasure technology for spotlightstealing seduction, delivering both aesthetic allure and practicality.

“This product is a first for OhMiBod, which is why it was so important for us to get it right,” said OhMiBod’s Suki Dunham. “We wanted to create something for our customers that was comfortable to wear, showstoppingly beautiful, and most importantly, offers outstanding functionality.”

Sphinx can also be synced to other OhMiBod products using the OhMiBod Remote App for a full body experience.

Pulse Galaxie

Svakom

www.svakom.com

The Lovers Stories: Romantic Level

The Lovers

https://thelovers.eu

The Lovers Stories: Romantic Level is a new version of the existing The Lovers erotic game.

Can sex toys make you see stars? This one can: Pulse Galaxie is an air wave pulse stimulator that includes a starlight projector.

“Our Pulse Technology has been carefully engineered to redefine orgasms created by air-suction toys, and we’ve taken it an exciting step further with Pulse Galaxie,” a Svakom representative said. “Blending sexual pleasure with homeware, Pulse Galaxie has a charging dock that can project light in a starry display when the toy is removed. When not in use, the oval-shape design resembles home decor.” There are three starry display modes, and the Pulse Galaxie offers five suction modes and five intensities.

40 Reasons to Party/Have Sex

Kheper Games

https://khepergames.com

40 Reasons to Party and 40 Reasons to Have Sex each contains a pack of 40 illustrated cards and a display stand. The ‘party’ cards provide friends with suggestions on how to liven up a social gathering, while the ‘sex’ cards give couples amusing reasons and ideas on how to have sex.

Kheper CEO Brian Pellham said: “We are already getting great feedback for how cute the sets are and how funny the cards are as well. Whether hanging out with good friends, or trying something fun with a lover, it always helps to start with a good laugh.”

“Stories is a new release of The Lovers game series, where partners take on different roles that they have to play with each other,” said a spokesperson. “Eroticism, passion, perversion, and surprise are the basic assumptions of The Lovers series, also in the Stories version.”

In this version of the game, the players become the characters in erotic stories. They are given a pair of scenarios to play out, but the twist is they do not know the contents of their partner’s cards, so both participants are unaware of how their story will end.

Master Series: Boner Briefs

XR Brands

www.xrbrands.com

These silicone panty-shorts are designed for users to roleplay, explore their kinks, live out new fantasies, or simply enjoy a new gender-affirming tool. Available in three sizes, they feature a large, poseable dildo with testicles that can adjust to almost any angle along with an anal opening that allows the wearer to receive anal stimulation.

XR Brands president Rebecca Weinberg said: “There’s nothing quite like this on the market right now and it’s a category that’s vastly underserved. Not only are they well made with premium silicone and intricate realistic detailing, but they also represent an opportunity to experiment with different forms of sexual expression.”

Zeus Electrosex Impact Tools

XR Brands

www.xrbrands.com

The E-stim Spiked Paddle is two-sided. One side is flat and smooth, akin to a classic paddle design, while the other is equipped with 10 nickel-free, zinc alloy spikes that bite like little teeth and deliver two intensity levels of electrostimulation.

The E-stim Baton delivers 360 degrees of e-stim power across its entire surface. Users can choose between two different levels of intensity and position the baton differently to further intensify the stimulation.

The E-stim Crop features a metal rod covered in conductive tape with a vegan-friendly faux (PU) leather tip at the end equipped with two conductive metal buttons.

Viballdo

Nadgerz

www.balldo.com

A new vibrating version of the unique Balldo, which pioneered the concept of ‘ball sex’ – whereby a male can use his testicles for penetrative sex.

“As requested by our consumer fans, we’ve improved upon our original Balldo design with several new features,” said Nadgerz founder and CEO Jerry Davies. “The Viballdo promises a better fitting ball cage, a softer tip and longer insertable length, stretchier, black silicone, and of course, vibration.”

Powered by a USB rechargeable battery, Viballdo features a shorter cage to fit different sizes of testicles, an extra 20mm/1 inch of penetrative length, and two additional, soft spacer rings for fit adjustment.

Pulse Queen

Hot Octopuss

www.hotoctopuss.com

Hot Octopuss says its Pulse Queen ‘reinvents’ the classic wand massager by adding high-amplitude oscillation to its seven speeds and nine modes of vibration.

“We love the wand. There are not many products in the world that have really stood the test of time, but the wand is one of them,” said Julia Margo, Hot Octopuss COO. “So, in our usual Hot Octopuss style, we wanted to take something great and really push the boundaries of what it could do. So, when developing the Pulse Queen, we did just that by incorporating our award-winning PulsePlate Technology.”

You2Toys Free Standing Sex Swing

Orion Wholesale

www.orion-wholesale.com

Designed for those interested in experimenting with weightless sex positions, this swing is said to effortlessly make an infinite number possible – and no tools are needed to assemble it.

“The sturdy, tubular steel construction is secured with robust screw and plug-in connections,” said an Orion spokesperson. “Large silicone suction feet ensure a firm and steady stand on any smooth surface – even during the wildest movements.”

Once assembled, the swing can support a maximum load of 125 kg. The soft seat cushion, the two soft reclining cushions, and the plush support loops for hands, legs or feet hang from tear-proof straps, which are individually adjustable in length.

‘Vow’ Cane and ‘Confess’ Crop

Tantus

www.tantusinc.com

Vow is said to be a reimagined, elegant twist on the classic cane, featuring Tantus’ bespoke woven fabric and a 100% medical-grade silicone diamond-pattern grip. It utilises a stiff material with barely any flex, according to the firm.

Confess is a deconstructed riding crop inspired by equestrian design. Tantus says the crop has a 100% medical-grade silicone head and grip, for intensified energy transfer, while a woven fabric covers the shaft, and the silicone grip has nickel-free metallic accents.

“Both products feature high-quality, striking, eye-catching designs that will stand out on shelves and in consumers’ play scenes,” said a Tantus spokesperson.

Airmesh Chastity Cage

Dusedo

www.dusedo.com

The Brutus Airmesh Cage is said to be an ideal chastity cage for long-term wear, thanks to its lightweight plastic construction. It also sports small ventilation holes and comes with three different sizes of ergonomically designed cock rings for comfort. According to Dusedo: “The biggest plus of the lock is that it is completely concealed. You don’t have to worry about an annoying padlock dangling and rattling back and forth next to your cock. The seamless integration of the clasp greatly increases wearing comfort.”

A plastic locking pin is also provided, for those who might want to replace the lock.

Twisted Love: Twisted Dong

CalExotics

www.calexotics.com

Made from premium liquid silicone, CalExotics says the Twisted Dong’s smooth, seamless finish and firm lifelike feel provides users with an experience that’s close to the real thing.

“The robust girth, featuring a 5.25”/13.25 cm shaft circumference, ensures a fulfilling and intense sensation, perfect for those who crave a touch of authenticity in their play,” says CalExotics.

Waterproof, so it’s at home in the bathroom as well as the bedroom, the dong is said to flex and move with the user. Its suction base ensures it can also be used with most harnesses and offer hands-free action.

Available in pink or blue.

MOB Eroticwear DNGEON collection

Scala

www.scala-nl.com

New additions available from Scala include Snap Jockstrap [pictured], Cocking Jockstrap, Cross Back Harness, Straight Back Harness, Cross Cockring Harness, Y Cross Chain Harness, X Cross Chain Harness, Cross Chain Harness, and Harness Belts. Scala describes the collection as a fusion of fetish and style that seamlessly blends edgy aesthetics with comfort and sensuality.

“Step into a world where harnesses, jockstraps, and faux leather unite in perfect harmony, adorned with striking metal details that elevate each piece to a statement of bold individuality,” Scala says of the collection, which it says is inspired by emerging trends and unapologetically pushing boundaries.

Mighty Bombshell Bullet

Viben Toys

www.vibentoys.com

Viben Toys believes its Mighty Bombshell Bullet will ‘redefine the standards of intimate enjoyment’ by offering unparalleled power in its category.

“At Viben, we are committed to creating products that not only meet but exceed the expectations of our customers,” said Viben account manager

Lulu Shwartzer. “The Bombshell is more than a vibrator; it’s an experience, a journey to new heights of intimate exploration. Being USB rechargeable, made of soft premium silicone which makes it bendable and flexible, and boasting five ascending speeds and 15 tantalising functions, Bombshell is a great choice for both retailers and customers alike.”

The Bombshell is available in black or berry colours.

Cuties

Orion Wholesale

www.orion-wholesale.com

Like their predecessors, these 4th generation Cuties are pastel-coloured mini vibes that boast 10 modes of vibration. Orion says the lightweight USB rechargeable vibes are easy to insert and glide effortlessly, adapting to the user’s anatomy and movements.

Cuties Mini Vibrator Green is a rabbit design with a flexible clitoral tickler and a curved shaft to stimulate the G-spot. Cuties Mini Vibrator Purple is a plug to pamper external hotspots and intimate regions.

Cuties Mini Vibrator Rose features slight waves, Cuties Mini Vibrator Yellow is a ribbed design with a flexible massage head, and Cuties Mini Vibrator Blue is another rabbit with a different clitoral stimulator.

Squirting Fuck Stick

CalExotics

www.calexotics.com

Retailers who believe product names have become too corporate may be interested in the new Squirting Fuck Stick from CalExotics. As its name suggests, it boasts a squirting feature (holds up to 10 ml of liquid), and it also offers 10 speeds of vibration. The controls for both squirting and vibration functions are operated independently.

The Liquid Silicone creation will run for 60 minutes on high speed and 100 minutes on low speed after a two-hour USB charge. Available in ivory or brown colours, the Squirting Fuck Stick stands 9” tall and sports a 6.5” shaft.

Bucking Saddle Sex Machine

XR Brands

www.xrbrands.com

This plug-in machine boasts three speeds and seven patterns of vibration, ten speeds of thrusting, and comes with a remote control and four silicone attachments: a phallic dildo, a dildo with a rounded ball end, a ribbed dildo, and a non-penetrating clitoral stimulator for grinding. Users can also use the included Vac-U-Lock Adapter to add their own toys. XR Brands president Rebecca Weinberg said: “We recognise that sex machine shoppers are preparing to make a sizable investment in their pleasure, and we’re thrilled to offer them something that is not only new and exciting, but that is also a quality product that will stand the test of time.”

Karma Lilac Unihorn

Creative Conceptions

www.creativeconceptions.co.uk

The latest addition to the Unihorn range of mini vibes is Karma Lilac. The horny little cutie has a thrumming mouthpiece and reverberating core. It boasts twin motors that offer 10 vibration speeds and 10 tongue motion patterns, which can be mixed and matched by the user.

“The Unihorn range is designed to promote intimacy and enhance your sexual pleasure, whether you are a beginner or experienced user,” said a Creative Conceptions spokesperson.

Made of silicone, Karma Lilac is waterproof and USB rechargeable, with a two-hour charge delivering up to an hour of play.

Simul8 Wave Edition

Nexus

https://nexusrange.com

Simul8 is designed to cover all bases with four points of pleasure and has become one of Nexus’s bestselling ranges. The Simul8 Wave Edition features five modes of ‘waving’ technology in its tip, delivering precision prostate stimulation, while the base simultaneously offers six modes of vibration for perineum stimulation. The cock and ball rings are designed to give the wearer maximum support during his session.

“Whether alone or with a partner, Simul8 Wave has been designed to optimise the user’s experience to its full potential,” said a Nexus representative. “Customers love our Simul8 range, and they now have another option to choose from.”

Ovation Collection

CalExotics

www.calexotics.com

Ovations are compact, measuring just 7cm x 7cm, and come with a magnetic case to disguise their purpose to prying eyes. Waterproof and submersible up to IPX7 standards, each Ovation features a memory chip, for those who like to continue where they left off, and a security travel lock.

The three models are the Applause vibrating teaser, the Acclaim thumping teaser, and the Rave flickering teaser. All are made from silicone and are USB rechargeable. A 1.5-hour charge will deliver 45 minutes of action on high speed and 70 minutes on low speed. All three boast ten levels of stimulation.

Autoblow AI Ultra

Autoblow

https://autoblow.com

The Autoblow AI Ultra works with a web app that hosts a free video library of hundreds of synced adult films. Users simply click play on a video and the machine moves in sync with the video’s actions, reportedly tricking the brain and body into feeling that the penis in the film actually belongs to the Autoblow’s user.

Inventor Brian Sloan says this illusion of transfer of body ownership is achieved through the manual syncing of films along with automatic adjustments to internet latency to ensure the stroking actions to the user occur at exactly the same time as the stroking actions in the films.

Fame Collection

ToyJoy

www.scala-nl.com

Will Fame bring you fortune? Even if it doesn’t, it should at least spread a little joy among your customers. Scala says this brightly coloured ToyJoy collection, which is available exclusively through the distributor, is ‘where luxury meets satisfaction’.

Made from ultra-smooth silicone, there are five toys in the collection, all of which are USB rechargeable, waterproof (IPX7 rating), and offer multiple speeds and patterns of vibration.

Skyler is a non-phallic rabbit-style vibe, Dash is designed for precise G-spot stimulation, Evermore is a dual-sided massager, Luna is a G-spot vibe, and Belle is a traditional rabbit-style vibe.

Vogue Collection

Taboom

www.scala-nl.com

The Vogue collection includes wrist and ankle cuffs, a ball gag, hogtie, blindfold, and a collar with a leash.

Scala says the vegan leather collection has been crafted for individuals seeking to express themselves confidently and luxuriously in their most intimate moments. And that beyond their functional attributes, each item is designed to evoke sensuality and empowerment, reflecting Taboom’s commitment to enhancing intimate experiences: “Every stud gracing the Vogue collection is handplaced with precision,” a spokesperson said. “This attention to detail transforms each item into a masterpiece, setting a new standard of sophistication in intimate accessories.”

Wild Rose Come Hither/Lick & Thrust

Icon Brands

www.iconbrands.com

Rose-style toys exploded during the global lockdowns and they’re still proving popular today, with a wealth of options available to the consumer. Now they have two more, as Icon Brands has the Come Hither and Lick & Thrust to its Wild Rose collection.

As its name suggests, Come Hither adds a comehither function – which is designed to match the feel of a curling finger gently massaging the G-spot – to its popular suction toy. Come Hither boasts ten vibrating ‘hither’ motions and ten suction speeds while Lick & Thrust offers a tongue motion and a thrusting function.

Tornado Probe Edition

Nexus

https://nexusrange.com

Nexus has made another addition to its Tornado range of rotating and vibrating butt plugs. The new Tornado Probe Edition boasts a long, rippled shaft which the brand says offers a more versatile experience. “While maintaining the signature functionality of three rotation speeds and six vibrating modes, the Tornado Probe Edition stands out with its distinctive shape”, said a spokesperson. “Users can enjoy the ripples as they would anal beads or they can utilise the tip for precision stimulation.”

There are six vibration modes and three rotation modes, and both the toy and slimline remote control are rechargeable and waterproof/submersible.

Startroopers

Tonga

www.tongabv.com

Startroopers is a new Dream Toys collection designed to explore a galaxy of anal pleasure. The following Startroopers are available for duty: Shuttle P-spot vibe, Venus rotating anal plug with remote, Apollo vibrating anal beads with remote, Atomic prostate massager with remote, Mars advanced vibrating anal training kit, and Voyager prostate massager with remote.

“Anyone interested in anal sex or prostate stimulations who’s ready to embark on a Startroopers adventure can explore the stellar collection and reach for the stars in style,” said a Tonga spokesperson. “The Startroopers have a strong motor offering three/five vibrations speeds and four/seven vibration rhythms.”

Bubblegum Play Kit

Bijoux Indiscrets

www.bijouxindiscrets

This three-piece gift set of bubblegum-scented adult body products includes a warming massage oil, an intimate massage gel, and an oral sex lip gloss.

“Bubblegum is branded as an irresistible range of sensual cosmetics designed to ignite passion and elevate intimacy,” said Bijoux Indiscrets co-founder Elsa Viegas. “This new product line projects a playful, light-hearted feel that is highlighted by our pink, romantic package design and whimsical marketing images.”

Other products in the collection include a 2-in-1 massage and intimate gel, a warming massage oil, and a body mist. All are said to be made with premium, skin-loving ingredients that are free from harmful chemicals.

Bouncy Bliss

Net 1on1 Wholesale

www.1on1wholesale.co.uk

Bouncy Bliss is a hands-free, remote-controlled, sit-on vibrator with an ergonomic design that provides all-encompassing stimulation via three interacting motors. The size of the inflatable ball can be adjusted to personal preference, and each vibration pattern sports 10 levels of intensity.

“It introduces dynamic moving patterns that massage sensitive areas such as the vulva, bottom, and inner thighs,” said a Net1on1 spokesperson. “The ‘wavy vibe’ rolls from the back to the middle up to the front, while the ‘fountain vibe’ moves from the front and back to the middle, culminating in an explosive sensation at the top. The resonating ball enhances the experience, delivering sensual massaging pulses through the inner thighs.”

REV Thrusting Male Masturbator

Loving Joy

www.1on1wholesale.co.uk

Loving Joy styles itself as a brand that delivers exceptional value to consumers while also offering unbeatable margins to retailers, and its latest launch is a hi-tech male masturbator, which comes in two versions.

The REV Thrusting Male Masturbator boasts a cutting-edge design with three speeds of thrusting functionality, while for those seeking a more intense experience there is the REV Thrusting and Vibrating Male Masturbator. This combines three speeds of thrusting with three speeds of vibration, providing a customisable experience.

Both new REV models are USB rechargeable and feature an open-ended design for easy cleaning and maintenance.

Creature Cocks

XR Brands

www.xrbrands.com

XR Brands has added Xenox Vibrating Silicone Dildo with Remote, Sea Stallion Vibrating Silicone Dildo with Remote, Centaur Explosion Squirting Silicone Dildo, and Resurrector Phoenix Squirting Silicone Dildo, to its Creature Cocks collection.

The former two offer two speeds and seven patterns of vibration while the latter pair come with a 100ml syringe and 28-inch hose, allowing users to create a realistic ejaculation experience using their favourite lube or body-safe fluid.

“Creature Cocks have been a huge hit since their debut and clearly harnessed a growing demand for fantasy-affirming pleasure toys and accessories,” said XR Brands president Rebecca Weinberg.

XOUXOU

Orion Wholesale

www.orion-wholesale.com

These new XOUXOU toys combine e-stim with vibrations, and both functions can be controlled separately or together. They come with a remote control, and they can even be used in the bath or shower as they are waterproof. USB rechargeable, they offer 10 electrostimulation and 10 vibration modes. “Made from silky silicone with a soft touch texture, they are particularly easy to insert and play with as they mould perfectly to the body,” said an Orion spokesperson.

The new models are RC Vibrating E-Stim Love Ball and RC Vibrating E-Stim Love Balls, RC E-Stim G&PSpot Vibrator, E-Stim Wand & Vibrator, E-Stim Rabbit Vibrator, and E-Stim G-Spot Vibrator.

IN BRIEF... Lingerie

Hazy Days/Shrooms

Magic Silk

www.magicsilk.com

Magic Silk is taking a nostalgic trip back to the psychedelic sixties with its Hazy Dayz/Shrooms collection.

“These mind-altering lingerie pieces feature rainbow magic mushrooms printed on black stretch mesh,” a spokesperson said. “They’re blacklight reflective, of course, not to mention sexy, hippie and trippy.

Silhouettes are easy wear, with feminine lace and flowy hems. And dig the other playful paraphernalia, including gold metal hardware, adjustable straps, elastic drawstring details and purl edge finish.”

The collection consists of Teddy, Long Sleeve Crop Top, Skirt & G-string, Cami & Short, and Dress & G-string, plus two separate panties.

Sizes are S/M, L/XL and Queen (1x-3x).

Noir Handmade

Orion Wholesale

www.orion-wholesale.com

Orion Wholesale has added new outfits from the Noir Handmade label to its catalogue, including a mini dress in black powerwetlook combined with fine lace, a sexy lace catsuit with a powerwetlook waist and panty section, and a bodysuit also in a combination of lace and powerwetlook.

“The new outfits from Noir Handmade look simply stunning and stylish and fit like a second skin –especially the sophisticated leggings with an open crotch and the skin-tight mini dress in powerwetlook,” said an Orion spokesperson. “Special eye-catchers are the stylish catsuit and the sensational maxi dress made of mesh with a floral velvet flock print.”

Daring Intimates

Scala

www.scala-nl.com

An array of new lingerie styles from Daring Intimates are now available from Scala. Highlights are said to include High-Waist Lace Bodysuit, Halter Bra with Garterbelt, Underwire Bustier, Red Lace Bodysuit with Open Crotch, Unlined Bra Set, Strappy Lace Bra Set, Fishnet Bra Set, and Purple Lace Bodysuit with Open Crotch.

“Each piece embodies sophistication, luxury, and a bold sense of adventure,” said a Scala representative. “The high-quality materials used ensure comfort without compromising on style, promising a flawless fit for every body type. From delicate lace detailing to alluring cutouts, each design is a testament to the brand’s commitment to elevating intimate moments into unforgettable experiences.”

René Rofé

Tonga

www.tongabv.com

New lingerie lines from René Rofé are now available from Tonga, and among the highlights are the Climax three-piece set and the Mad Love bodystocking.

“The Climax three-piece set has the all the bells and whistles a girl needs to make an ordinary night a special one,” said a Tonga spokesperson. “The uniquely crafted front open bra, lace shorts and a G String are a perfect combo. Gold chain attachments to the bra shorts are there to tease. Women who feel naughty will love to slip into the fantastic sheer Mad Love bodystocking with halter neck. Hearts in the design add fuel to the fire. It wraps delicately around all body curves.”

Spring Collection

Allure Lingerie

www.allurelingerie.com

For its Spring 2024 collection, Allure is said to have curated a feel of utter glamour and sexiness, with a mix of options so consumers can choose a dreamy or rock star look. Each piece was designed to have a ‘just right’ fit, with the focus on celebrating and showcasing the wearer’s curves.

“Styles with plunging necklines, thigh hugging garters, draping neckties, and luxe lace all come together to create a collection with a Hollywood glam vibe,” an Allure spokesperson said. “We used a mix of opposing elements to create an ultra-dramatic statement, with wet look options and attention to details that amp up the look.”

Obsessive

Orion Wholesale

www.orion-wholesale.com

After carrying the range for five years, Orion Wholesale is now offering the Obsessive brand of lingerie on an exclusive basis in Germany, Austria, Denmark, Norway, Finland, Sweden, Iceland, the United Kingdom, and Ireland.

“Obsessive has gained recognition among customers as a brand that combines exceptional quality with unique design – lingerie that emphasises individuality and radiates femininity,” said an Orion spokesperson. “With a wide range that includes subtle romantic patterns as well as bold, seductive models, Obsessive has captured the hearts of customers in over 60 countries who want to put their femininity in the limelight in a stylish, sensual, and confident way.”

Hazy Days/Pot Leaf

Magic Silk

www.magicsilk.com

Hazy Dayz/Pot Leaf is a collection of black stretch mesh lingerie decorated with neon pot leaves that are blacklight reactive. It includes Teddy, Long Sleeve Crop Top, Skirt & G-string, Cami & Short, and Dress & G-string, plus two separately available panties – Open Crotch Panty and Boy Short. Sizes are S/M, L/XL, and Queen..

“You can really relax in easy wear silhouettes enhanced with delicate lace and flowy hems,” said a Magic Silk spokesperson. “They come with a dope assortment of extras including gold metal hardware, adjustable straps, elastic drawstring details, and purl edge finish.”

KINK

Leg Avenue

www.scala-nl.com

Leg Avenue recently added a number of new styles to its KINK collection of BDSM lingerie, and distributor Scala says each garment is tailored with adjustability in mind.

“The KINK collection aims to make everybody feel stunning, accentuating natural beauty and curves,” said a Scala spokesperson. “Unveil the breathtaking Burgundy Harness Bra Top with Garter, a jaw-dropping showpiece in sultry burgundy hues and a daring harness design, while the iconic Heart Ring Harness Teddy is back, now in a fiery red shade. Or indulge in elegance with the Faux Pearl Halter Harness, adorned with faux pearls and crafted from vegan leather for an ethically luxurious ensemble.”

Cottelli Collection

Orion Wholesale

www.orion-wholesale.com

Orion Wholesale has added a number of new designs to its Cottelli Lingerie label. According to Orion, the new outfits reveal more than they conceal – and it’s impossible to disagree with that statement. Designed exclusively by Orion’s in-house team, the lingerie targets women who wish to ‘show off their assets in a sexy, stylish, and self-confident way’. The items are supplied in high-quality cardboard boxes that can also be used as gift packaging, and an additional slipcase is provided. These contain images of the product as well as multi-lingual descriptions.

YesX

Alterego Lingerie

https://alterego-lingerie.com

Alterego Lingerie has recently taken delivery of a brand-new collection from YesX. The new collection consists of a range of red and black designs, which the distributor believes will make them extremely popular for gifting.

The YesX collection includes bodysuits, teddys, babydolls, and chemise.

“The competitive pricing on YesX has helped the brand really take off in the past twelve months,” said an Alterego spokesperson. “And this new collection has economy friendly RRPs of between £24.99 and £29.99.”

Naughty Whispers

Scala

www.scala-nl.com

Those looking for wetlook lingerie might want to consider the Naughty Whispers collection, which is available from Scala. Naughty Whispers is described as ‘A captivating tale of sensuality and empowerment, designed for the modern woman who dares to feel bold and beautiful every moment of the day’. The inspiration behind the collection is sexy fetish lingerie, and the garments come with lace embellishments and zippers on each piece.

The face of Naughty Whispers is porn star Julia de Lucia. Her presence is said to add an extra layer of allure, embodying the essence of the collection and inviting women to embrace their own inner provocateur.

Cut It Out

Male Power

www.malepower.com

Cut It Out briefs are described as an exceedingly supple and smooth garment made from poly spandex fabric printed with bright, masculine graphics. Cut-out windows on each hip provide “just the right amount of exposure to create a provocative peek-a-boo effect”. Styles include Cutout Mini Short, Cutout Thong, and Cutout Moonshine Jock, the most daring moonshine to date. Two patterns are available, a multi-colour print and a blue geometric.

Also available is Your Lace or Mine, a semi-sheer mesh burnout fabric decorated with wavy lines. Breathable and lightweight, it is said to offer all-way stretch for a moulded but comfortable fit. Styles include Pouch Short, Bong Thong, and Jock.

Business to Business:

Increasing your shades of grey

If you find it difficult to recruit – and retain – good staff you may want to consider taking on more older workers. Adam Bernstein explains why…

There have been numerous media reports recently about a shortage of staff in various sectors. Retirement, migration, and occupational mobility are all significant contributors to the unprecedented number of available vacancies.

Online forum, The Conversation, states that employers in many countries around the world are struggling to recruit and are often unable to fill job vacancies.

Some say that this is a result of the pandemic and the ‘great resignation‘ or ‘great reshuffle‘ where workers sought to leave roles they were unhappy in or just wanted to improve their work-life balance. Others highlight long-term sickness, especially following COVID-related illnesses.

However, the real reason is more subtle according to Joop Schippers, Professor of Labour Economics at Utrecht University. He emphasises a general decline in workers aged 35 years and under along with an ageing workforce.

Indeed, birth rates in numerous countries have been falling since the 1960s - even China has seen a drop in its population this year. Many countries have a real demographic problem with an ageing population; Japan and South Korea are especially worried. Fundamentally, fewer young people are entering the workforce to fill vacancies left by the older generations retiring.

Older workers contribute

Older workers have much to offer employers and should be thought of as more than just ‘warm bodies’ that can fill a recruitment void.

A 2017 report from the Centre for Ageing Better (‘What Do Older Workers Value About Work and Why?’) noted that there are clear benefits to employers in retaining older workers and keeping them engaged. It found that older workers’ abilities do not suddenly diminish in the period leading up to and beyond state pension age: “Many older workers may actually be more adept in their role because of the expertise they have gained; they often have highly developed communication skills and can confidently solve problems, handle tricky situations, and contribute well to teams. Older workers often have unique insights and good judgement gained from their years of experience.”

The report added: “The benefits for employers who take engagement of older employees seriously include better retention, improved knowledge-transfer, better employee relations, and lower recruitment and training costs.”

A story on US business publication Forbes.com added more to the argument in favour of the older worker.

Arlene Donovan, a Forbes Councils member, wrote that older or mature workers know their strengths, address their weaknesses, and are not afraid of their own shadow: “They are team players, know how to lead, can drive business needs, and create sustainable outcomes. Not only should you not be overlooking this, but you should be actively seeking out the breadth of knowledge and expertise an older worker possesses. Older workers are determined, innovative, strategic, loyal, revenue-producing, and creative problem-solving professionals focused on the big picture.”

Keeping the older worker

Before looking at what can be done to keep an older worker on staff or enticed back into the workplace, we need to recognise that many – not all – older workers have choice. They are likely to be ‘free’ of children, may have paid off their mortgage, and not only will have accumulated (some) wealth over their working lives, but may have received inheritances. In other words, they may not have to work.

This means that those seeking to keep older workers on board need to recognise that they want interesting work which stretches them and makes full use of their

skills and experience. Like others, they are more likely to feel engaged and motivated if they feel their job is varied and worthwhile.

One way of doing this is to grant autonomy over what they are asked to do while granting latitude over the how and when. This recognises that these workers have knowledge, experience and judgement which is valued.

A 2022 piece in the Harvard Business Review (‘7 Principles to Attract and Retain Older Frontline Workers’) reported on another older workers study. It backs this view: “According to our study, 76% of survey respondents who would recommend their company to others say, ‘My work has special meaning: this is not ‘just a job.’”

An allied point is that older workers are more likely to want to collaborate with others or have contact with clients or members of the public. Interestingly, more than two-thirds of employees in the Harvard study prioritised ‘fun places to work.’ The study noted also that many essential roles can be monotonous and difficult and so a “fun-loving workplace where employees enjoy each other’s company can mean a lot to the frontline experience. What is more, customer satisfaction and employee happiness are correlated.”

Similarly, the Harvard study found older workers valued management that communicated expectations clearly; this may need the training of younger managers when leading intergenerational teams. Older workers also want fair access to career development with training and promotion opportunities. And just because they are greying doesn’t mean that that don’t want to learn.

It is just as important to note that as we get older

our health needs change; aches, pains and medical conditions can lead a worker to feel that it’s time to retire. Indeed, it’s been advised to never ask a man over 50 how he’s feeling – it’ll lead to a long answer. Employers need to make workplace adjustments if they want to keep older workers. Suitable adjustments can counter this. Access to occupational health support, as well as appropriate physical adjustments, together with equipment that can help reduce effort or repetitious actions where the worker has physical limitations, can all make a difference.

Older workers have much to offer employers

Flexible working arrangements may be considered essential by young parents. But they are just as important to older workers who want well-earned freedom. Reduced hours or ability to adjust the time and place of work are fundamental to making work more age-friendly. At the same time, older workers are likely to prefer less commuting. Again, the Harvard survey reported that older workers cited leeway around shifts and leaves of absence as an essential element in a great workplace culture. Allied to this is the desire to be able to help care for grandchildren when parents need help.

Flexibility can make a big difference.

Hiring the older worker

Employers that recruit and retain older workers tend to have an educated workforce that is alive to age discrimination issues where harassment and victimisation is dealt with immediately. This applies to pay as much as anything else. Harvard commented here that employers should “look at pay equity by job and level, not tenure.”

This works both ways – an older worker may change career and not have direct experience of a sector. However, they’ll have other useful traits so may still justify a level of pay. At the other end of the scale, an employee may have much professional experience and that will cost – but that expense can be contained by offering flexible and fewer hours. And on flexibility, older workers may appreciate being paid flexibly – weekly helps some.

Lastly, it’s important to consider what the organisation actually needs in terms of skills, experience, and qualifications. These should be objectively specified so that age is no bar and experience becomes apparent on a CV or at interview. And in terms of qualifications, it should be remembered that the older worker may not have formal qualifications but will know just as much from hands-on experience.

It’s clear that we’re in an age of tight recruitment and that all avenues should be explored. Older workers have much to offer and a wise employer will target them much as they would someone fresh to the world of work. Grey really can be good.

The long read: celeb-endorsed sex toys

In this exclusive extract from his book, ‘From Sex Shops To Supermarkets: How Adult Toys Became A Multi-Billion-Pound Industry’, Dale Bradford explores the history of celeb-endorsed sex toys…

Are porn stars celebs? I feel the answer should be yes, if they are also known outside the world of porn. And on that basis, my introduction to celeb-endorsed – as opposed to porn starendorsed – sex toys was the Jesse Jane collection from California Exotic Novelties (now known as just CalExotics). In early 2004 the US manufacturer sent our reviewer a box of samples which included Jesse’s Futurotic Travel Pussy, Jesse’s Vibro Pussy Sucker, Jesse’s Magnetic Teaser, and Jesse’s Climatic Climaxer.

Best known in the adult sector for starring in the Pirates series of pornographic movies by Digital Playground, Jesse qualifies as a celeb due to her mainstream appearances, which included a cameo in the Starsky & Hutch movie. She can also be seen brandishing a baseball bat on the cover of Drowning Pool’s 2004 album Desensitized.

Jesse reportedly played an active role in the toys’ development, attending creative meetings and choosing her favourite materials, colours, and scents for the products: “I cannot believe that the best masturbators I’ve ever used have my name on them,” she enthused at the launch. As well as her name, the product boxes also sported a fetching image of her in her underwear.

Presumably the thinking behind such products was that men who watched her movies would quite like it if they could have sex with her too. But as they couldn’t, a collection of items which they could have sex with, which had a connection to Jesse, would be seen to be the next best thing.

Jesse was far from being the first adult entertainment star to be available in take-home form. Early noughties adult shop shelves were packed with products endorsed by performers such as Tera Patrick, Jill Kelly, Jenna Haze, Monica Sweetheart, and Chasey Lain (who, it could be argued, qualifies as a celeb through being the subject of Bloodhound Gang’s 2000 hit ‘The Ballad of Chasey Lain’) but the biggest name in town was Jenna Jameson.

Jenna was the world’s best known porn star in the 1990s, which in itself surely makes her something of a celeb, but she also crossed over into the mainstream in a big way, like no one else before or since.

In 2001 alone, she was immortalised in cartoon form when she played herself in Family Guy (episode two of the third season, ‘Brian Does Hollywood’), she appeared in the video for Eminem’s ‘Without Me’ as one of the ‘trailer park girls’, and the Oxford Union debating society invited her to fly to the UK and argue against the proposition ‘The House Believes that Porn is Harmful’ (Jenna did, and her side won the debate). Her 2004 autobiography spent six weeks on The New York Times Best Seller list and proof of her enduring popularity can be found on the shelves of today’s adult

stores, where products which carry her name and likeness can still be found.

It wasn’t all about the girls: there was no shortage of larger-than-life-size (at least I hope they were) rubbery replicas of male porn stars’ tools of the trade, available for fans to take home and appreciate. But did such endorsements drive sales?

In the early noughties ETO asked a number of manufacturers whether having a ‘name’ on the box helped sell a product, and the consensus was that it could, if the performer had a large enough profile. Back then, ‘profile’ generally meant DVD sales, whereas now it would be social media followers.

Interestingly, some of the manufacturers we spoke to believed having the name of a ‘sexpert’ on the box was even more beneficial than a porn star. “Products endorsed by experts in the sex field have a greater perceived value,” said one contributor. Another said: “Whereas porn stars appeal to people’s fantasies, sexperts tend to add credibility to toys and make them more socially acceptable.”

California Exotic Novelties had recently collaborated with Sue Johanson for a range of toys, and a representative from the firm confirmed the accuracy of those comments, saying: “Our preliminary sales figures are huge.”

Although not widely known this side of the Atlantic, the Canadian author, public speaker, sex educator, and media personality had a big following in the US where TV chat and phone-in show Talk Sex with Sue Johanson ran for six seasons in the noughties. I met her in Las Vegas at the launch of her toys and she was an absolute delight, talking me through her love balls, vibes, and butt plugs and even giving me a signed copy of her book, Sex, Sex, and More Sex. It probably won’t surprise you to learn that the first, to my knowledge, UK company to use a sexpert to endorse its products was Lovehoney. The firm began working with Tracey Cox in 2005, and as it still has over 60 products on its website bearing the Tracey Cox branding, it seems safe to assume this was, and remains, a mutually beneficial relationship. Things started to change in 2010, when male dance troupe The Chippendales endorsed the Diva massager. The Chippendales were neither porn stars nor sexperts, but they were well known for getting their kit off. And the fact that they were well known was probably reason enough for a company called Love Fun Play to attach their name to its ‘sensual massager’. Adding a famous name to a product has long been

standard practice in mainstream marketing, and with good reason. Manufacturers hope a little of the celeb’s stardust will attach itself to their product, and not only will it get more media coverage, but the celeb’s endorsement should also increase the product’s desirability. Ideally, the celeb will have something in common with the product but it’s not absolutely necessary: think of former boxer George Foreman and what he’s now best known for.

Celebrity Geordie duo Gary ‘Gaz’ Beadle and Charlotte Cosby did have something in common with the products they endorsed in 2014: the KNKY smart sex toys. For the uninitiated, Gaz and Charlotte were breakout stars of MTV’s Geordie Shore, the UK version of the US constructed reality show Jersey Shore, which followed the daily lives of a bunch of young people living together. Described by one critic as “a gaudy kaleidoscope of six packs, shots, fights, simulated fellatio, and exposed breasts,” Geordie Shore ran for over 20 seasons.

“Nobody has more sex than me,” Gaz said in the press release for the KNKY launch, “so getting involved in designing a range of sex toys was an easy decision,” while Charlotte added: “KNKY is a mint business venture for me – and one I am buzzing to be involved with.”

KNKY was said to be the world’s first his ‘n’ hers heated interactive vibrator range. The devices could be controlled by a smartphone app and Gaz and Charlotte, who had shares in the venture, fronted an Indiegogo crowdfunding campaign for it. Unfortunately, my records do not reveal what happened next. You can still find KNKY on Facebook and Twitter, with images of Gaz and Charlotte, but the last activity on either platform was in 2015, so that probably does tell us what happened next. Another reality TV star who launched her own range of sex toys in 2014 was Coco, the actress, dancer, glamour model, web personality, and wife of rapper Ice-T, who she starred with in the E! TV series Ice Loves Coco.

The Coco Licious collection was created in conjunction with California Exotic Novelties and the launch party in New York City was even covered by the UK’s Daily Mail. Sadly, the report only made passing reference to the toys, focusing more on Coco’s appearance: “The 35-year-old reality star wore a short sleeveless dress with a low-scoop front that displayed her bodacious bosom as she

introduced her Coco Licious range,” it read. “Coco, real name Nicole Natalie Austin, had her long blonde hair down and added a pop of colour with bright red lipstick at the event. Her lacy dress had a sexy cut-out back and was so short that it left her toned legs on show.” Good to know.

She’s doing what in the library?

Those who have fame suddenly thrust upon them, perhaps through doing something unusual, tend to have a short shelf life in the public eye so the old saying ‘strike while the iron is hot’ is a mantra for firms seeking to cash in on their sudden popularity. Or indeed, notoriety. Pipedream recognised this in early 2015 when it created a range of toys in record time. The collection consisted of three toys – Library Girl Love Doll, Eager Beaver Stroker, and Cutie Booty Stroker – which were endorsed by Kendra Sunderland.

She became famous in February 2015 after shooting a webcam scene in the Oregon State University library and footage of it went viral. ‘Library Girl’, as she became known, was quoted as saying she would love to have her own range of sex toys one day, which prompted Pipedream to offer her a reported six-figure sum to do just that.

Pipedream CEO Nick Orlandino said at the time:

“Timing is everything and our ability to design, develop, and ship a brand-new collection in just over a week is what makes Pipedream so successful. We needed to come heavy while Kendra is still trending and we’re confident that we nailed it with this release.”

Kendra, who still enjoys a high profile in the world of adult entertainment and has almost 1m followers on Twitter, was not the only hot property at this time.

Farrah Abraham first came to prominence in the TV series 16 and Pregnant in 2009, and the subsequent spin-off, Teen Mom. Afterwards she released a music album and memoir, both of which were called My Teenage Dream Ended, and in 2013 she made a porn film called Farrah Superstar: Backdoor Teen Mom.

In 2015, Farrah appeared in Channel 5’s Celebrity Big Brother, and retailers were urged to cash in on the resulting publicity by stocking the sex toys that carried her name. These included several vibrators, a stroker, an inflatable doll, and the Full-On Farrah Vibrating Pussy and Ass (for those who favour a missionary position) and Farrah’s Backdoor Entry Vibrating Pussy and Ass (for… you get the picture). Both P&A products were apparently moulded from Farrah’s nether regions and featured hand painted lips.

You might be aware that US soft rockers Steely Dan took their name from a steam-powered strap-on which appeared in William S Burroughs’ 1959 novel Naked Lunch, but the worlds of rock music and sex toys only really entered each other’s orbits in 2008 when Dave Stewart – best known for being one half of the Eurythmics – offered his latest single, Let’s Do It Again, free of charge to fans who bought a vibrator. The vibe had the song’s lyrics printed on its shaft and the rather steep price tag of £1,000 could be partly justified by the inclusion of tiny diamonds around the tip.

Punk band The Vibrators put their name on a sex toy in 2011 – and if you think that sounds like a Lovehoney ‘wheeze’, you’re right – when the Buzzin’ Bullet was launched, complete with a ‘gig proof’ coffin-shaped metal case, and the following year California Exotic Novelties teamed up with Phil Varone to create the Sex, Toys, and Rock ‘n’ Roll collection. The former Skid Row and Saigon Kick drummer had his manhood cast to make the Dr Philgood dong, which was available in vibrating or non-vibrating versions and – like Phil – came with a removable Prince Albert piercing. There were eight other products in the collection, with the most interesting being Sex Stix, a pair of plastic vibrating drumsticks.

Celeb-endorsed sex toys reached a whole new level in 2015 with the launch of the Motörhead Official Pleasure Collection. It consisted of four vibrating bullets and torpedo-shaped vibes, decorated with the band’s logo and branding and named after Motörhead songs, including ‘Overkill’ and ‘Ace of Spades’.

“One of the songs on our debut album was called ‘Vibrator’ so we had to have our own one day, right?” Motörhead frontman Lemmy was quoted as saying in the press release for the launch.

The deal was brokered by Global Merchandising Services, who represented Motörhead for retail, tour and licensing, and its CEO, Barry Drinkwater, said: “Global is excited to be rockin’ our clientele in such a fast-growing industry. We like nothing better than making the fans happy... and we’re thrilled to be partnering with Lovehoney.”

Doubts were expressed about this initiative by one or two industry veterans. Had Lovehoney gone too far this time? Did they really think sex shop customers would want to buy a vibe just because it had a rock band’s name on it?

As it turned out, some of them did, but of far more significance was the global coverage this initiative picked up. It was an obvious quirky story for the mainstream media – ‘Would you buy a Motörhead sex toy?’ asked The Guardian’s Lost in Showbiz column –but it was also huge news in music circles, appealing to people who might never have even thought about sex toys before.

A Motörhead-themed window display dominated London’s Oxford Street, courtesy of licensed retailer Harmony, and the range was distributed to a whole new market sector by European merchandise shop EMP, even though a piece in Ultimate Classic Rock suggested that Lemmy may not have actually been onboard with the process from the start: “They do a deal with our manager, then he tells us and it’s too late to change it,” he was quoted as saying. However, he added: “The sex toy thing was a surprise, but it seems to be working out.”

It certainly did. So much so that the following year Lovehoney did it again, this time with Mötley Crüe. As before, each of the vibes in the collection was named after one of the band’s songs and, also like before, the music media, including NME, Classic Rock, Rolling Stone, and Team Rock were delighted to spread the word.

The Independent ran a piece with the headline ‘Mötley Crüe vibrators: how branded sex toys can sexually liberate fans’, and Lovehoney’s international sales manager Jim Primrose commented: “We’ve been blown away by the positive reaction from the world’s media and our press team have been inundated with requests from top journalists and bloggers wanting to review the range.”

Broad minded

Confirming that it could create a range of sex toys from the most unlikely source material, Lovehoney went on to launch a Broad City collection. The US TV show was described as ‘an odd couple comedy about two best friends whose adventures always lead down unexpected and outlandish paths’ – which included introducing pegging to a mainstream TV audience for what was believed to be the first time. Like the Fifty Shades of Grey collections, the toys were given names associated with memorable episodes, so the perfect add-on sale to the Respect Your Dick Vibrating Cock Ring was the Mind My Vagina Lubricant.

Some of those same industry veterans still puzzled by the Motörhead deal were even more perplexed by this branding exercise but, of course, it wasn’t aimed at them. The stars of the show featured prominently in the launch publicity and the Broad City connection was an irresistible hook for mainstream media to hang their coverage of the toys on. So fashion and lifestyle sites such as bustle.com, elle.com, self.com, nylon.com, dailydot.com, allure.com, femestella.com, and many more, were delighted to inform their readers of the new arrivals.

It’s also possible to get coverage just for designing a personalised gift for a celeb, as Doc Johnson proved in January 2016 when it created a unique

present for actor Donnie Wahlberg to give to his wife, Jenny McCarthy. The one-off Donnie Dong was a conventional 8” silicone vibe up until its tip, which was a 3D recreation of the head of the former New Kids on the Block star. Jenny was presenting a radio show when Donnie handed over the gift, and she tweeted her delight to her followers, sharing a Doc Johnson discount code in the process.

If you’re having trouble picturing what a dong with Donnie Wahlberg’s head would look like, just search for #DonnieDong. And if you’d like a dong of your own with a celeb’s face on, Marylin Manson’s website is selling one that features his visage for $125.

Just a few words of praise from a celeb can be enough to introduce a brand to a whole new audience, as US manufacturer Sportsheets discovered on 28th August 2019, when traffic to its website broke all previous records, with hordes of consumers all buying the same thing. The traffic was coming from Kourtney Kardashian’s lifestyle website, Poosh, which had featured the Sportsheets Peace Vibe as its #pooshpickoftheweek. Poosh posted the article to both its website and Instagram account, which had over three million followers at that time (it’s got lots more now) and the Insta post clocked up 7,000 likes within a few minutes. The company reported even more interest in the vibe – and even more sales – after Kourtney Snapchatted about it.

But the biggest media splash of all was made by Lily Allen in October 2020. The British songstress was everywhere: advocating that women should openly talk about masturbation without guilt (Daily Mail), revealing that she didn’t have her first orgasm until she was 29 (Mamamia), confessing that she resented men because she felt like “it was their responsibility to make me cum” (Dazed), and explaining that her sex life radically changed after she purchased her first sex toy (Daily Mail again).

These articles, and more in other outlets – including an interview the singer gave to BBC Radio 1’s Newsbeat –provided the perfect platform for her to promote her collaboration with sex toy brand Womanizer. The German manufacturer introduced ‘pleasure air technology’ to sex toys in 2014, with the bold claim that it would deliver multiple orgasms without touching the clitoris. Rather astonishingly, this bold claim turned out to be a lot more than just hot air, and Lily became an advocate for the brand. Unofficially at first, writing about its products in her memoir, My Thoughts Exactly, and then joining the company as ‘chief liberation officer’ and heading up its #IMasturbate campaign, which was designed to raise awareness of sex positivity and female masturbation.

Lily also put her name and likeness on the box of a special edition of the Womanizer, called the Liberty, and she was certainly not shy about promoting the device during the media circus that surrounded her at the time.

Johanna Rief, head of sexual empowerment at Womanizer, said: “Lily is the embodiment of our brand: brave, honest, authentic, and approachable. We are happy and thankful that we share the same mission which is to wipe out the social stigma around sexuality and pleasure and make sure that future generations grow up in a more liberal and open-minded society.”

The #IMasturbate campaign was conceived after a survey of 7,000 men and women from 14 countries conducted by the company revealed that while men masturbate 156 times per year, women only manage it 50 times.

“Sex toys are still seen as a taboo subject because they are related to masturbation and female pleasure,” Lily was quoted as saying. “Female pleasure in itself is a taboo subject. The only way to make taboo subjects no longer taboo is to speak about them openly, frequently, and without shame or guilt.”

A-lister recruits

Another A-lister was in the headlines the following month, for similar reasons, when Lora DiCarlo announced that model and actress Cara Delevingne was joining the firm as co-owner and creative advisor. According to the company, Cara would encourage people to embrace their sexuality with positivity and confidence, sharing their unified values of unapologetically celebrating sexual exploration and working to destigmatise sexuality.

Delevingne commented:

“Lora DiCarlo’s vision represents so much of what I stand for – women-led, femme-focused, and pleasure inclusive. I am so excited to step into this role as company co-owner and creative advisor, and contribute in a creative capacity with Lora and her team. Their award-winning products are redefining how people explore, experience, and take ownership of their pleasure.”

Ah yes, award-winning. You may recall that Lora DiCarlo was the firm that famously won a CES award, then didn’t, then complained so loudly that it did again, so it was no stranger to media headlines. And this initiative certainly made plenty of those, not just in the lifestyle and fashion press but also in the business sections too.

A similar move was made by Dakota Johnson, who was perhaps best known for being the daughter of actors Don Johnson and Melanie Griffith, at least until she starred in the film version of Fifty Shades of Grey. In 2020, Johnson joined sex toy maker Maude as an investor and co-creative director.

Will this trend continue? Is someone working on a range of his ‘n’ hers’ vibes with Posh and Becks branding? I can just picture the pair on the sofa of This Morning, holding up the Goldenballs collection for the camera. Such a move might be seen as controversial, but David has shown he’s not afraid of a little hoo-ha. He did agree, after all, to be the face of the FIFA 2022 Qatar World Cup, an endorsement which raised eyebrows in many quarters.

Sadly I doubt it will happen, not least because neither David nor Victoria come cheap. I urge you not to Google how much the Beckhams earn from their existing endorsements, to spare you the existential crisis that will inevitably result.

While financial constraints might rule Posh and Becks out, it is still possible for sex toy brands to add a glamorous celeb’s name to their box. In fact, Womanizer proved it is possible to have the face and name of the 20th century’s best known sex symbol adorning its packaging in 2022 when it inked a deal with the estate of Marylin Monroe. The box of the resulting product – the Womanizer Classic 2 Marylin Monroe Special Edition – featured an iconic image of the Hollywood star and there was also an accompanying ad campaign called I Am Original. Some might feel that using a dead celeb to endorse a sex toy is a step too far, and I might be one of them. The celeb obviously cannot personally consent to the arrangement, even if their estate can. Cosmopolitan was clearly okay with the licensing deal though, saying: “Sure, diamonds are a girl’s best friend. But when Hollywood icon Marilyn Monroe first performed the

Lora DiCarlo and Cara Delevingne

Lily Allen

hit song back in 1953, pleasure air technology had not been invented yet. Fast-forward to 2022 and we think you’ll agree that, were Ms Monroe alive today, she would in fact declare that sex toys are her real gal pals, and clit-stimulation vibes would most definitely be her BFF.”

Womanizer’s head of sexual empowerment, Johanna Rief, said at the time of the launch: “We believe that Marilyn Monroe is a true original who has inspired and continues to inspire women across the globe. Our special edition is a tribute to her and is designed and positioned to empower all of the individuals around the world that identify as a woman to break through stereotypes, to be their true selves unapologetically and to define their own sexuality.”

Given how large the pool of dead celebs is, it will be interesting to see if others follow where Womanizer have led. Is there a market for a rubbery replica of Errol Flynn’s penis, for instance? I fear we may eventually find out.

Movers and Shakers

O-Products has appointed André Visser as its new chief executive officer. A familiar face to many in the industry, through stints at Scala, Leg Avenue, and EDC Wholesale, André brings over 25 years of experience to his new role.

“André comes to us with a wealth of experience and a proven track record in the erotic toy industry,” said an O-Products spokesperson. “His leadership skills and strategic vision make him the perfect fit to lead O-Products into a new era of success. His commitment to excellence, innovation, and customer satisfaction aligns perfectly with the values that define O-Products. We are confident that André’s

Eldorado Trading Company has appointed Nathan Morimitsu as marketing manager. He will be responsible for oversight and direction of the marketing department, working to enhance relationships with vendors and customers.

Eldorado vice president Preston Garland commented: “Nathan brings invaluable experience to the table and we are thrilled for the fresh ideas he has to propel our marketing efforts forward with growth and excitement to the many brands Eldorado carries. Under his leadership, I am confident that we will see great initiatives from our marketing department, from expanding our educational programs in ElevateU to exciting store-level support for our customers.”

Morimitsu added: “I am excited to join a diverse and inclusive industry. Eldorado has, at the forefront of its principals, the best interests of customers, vendors, and staff, something that is only possible in a small, family-owned and operated business.”

Eldorado has also appointed Jaime Joseph as a marketing strategist. Joseph will work with vendors to create marketing plans and execute marketing objectives and report to Nathan Morimitsu, Eldorado marketing manager.

Rock Candy Toys has appointed Janet Gorman as its new sales and marketing assistant. In her new role, Gorman will focus on supporting sales, social media, and marketing initiatives for the Los Angelesbased sex toy manufacturer, in addition to its sister company Bedroom Products.

“It is my absolute pleasure and honour to be joining the Rock Candy and Bedroom Products team,” Gorman said. “The care and nurturing that have been invested in the growth of each company resonates beyond the office walls. I am so excited to be on a team that truly values and appreciates everyone they work with.”

leadership will propel O-products to new heights and contribute to our ongoing success.”

After building up the company to what it is today, Joop Visser will focus on improving the internal processes of the company while André will embark on a journey of growth and improvement: “From expanding our product lines to enhancing customer experiences, we are dedicated to making O-Products bigger, better and bring it to the next level,” the spokesperson said. “We invite you to reach out to André for any questions, possible options and/or solutions, we look forward to your continued support as we strive for excellence together.”

Morimitsu said: “I’m excited to see how Jaime’s business development and team-building skills help us to serve our industry partners better and to incorporate her passions for education and sexual health into our already robust educational offerings.” Over the last few years, Joseph has supported businesses, artists, and entrepreneurs in expansion, development, and daily operations, and she is looking forward to applying her creativity to support Eldorado’s goals: “I am excited about the people I will get to meet and the relationships I will develop in this industry,” she said. “I am eager to support Eldorado’s sexual health initiatives, particularly the importance of female pleasure, as well as supporting LGBTQ+ community inclusion.”

Joseph will be working at the company’s headquarters in Broomfield, Colorado.

Gorman brings with her ten years of sales and retail expertise, including two years as associate buyer for shoes and accessories at Hustler stores.

Rock Candy Toys director of sales Tracy Leone commented: “We are delighted to welcome Janet to the family! Janet and I previously crossed paths during her tenure at Hustler, and it was always a pleasure to interact with her. I hold Janet in high regard for her exceptional work ethic. She is the perfect addition to the stellar team we have built, and it will be a pleasure to work alongside her.”

Orion Wholesale has recruited Julia Dlugi to its sales team. Already known to many in the industry through her family business, Linea Gina, which distributed Orion products in Spain and Portugal, Julia was born in Tarragona, Spain, but grew up in Germany. She trained as a retail sales assistant and then went on to study business administration, which she successfully graduated from.

In 2007, Julia Dlugi moved back to Spain with her family, where she joined her parents’ business, Linea Gina, and she has now taken up the role of key account manager at Orion.

Honey Play Box has appointed Vincent Renou as global sales director.

“Working on this project is very exciting, and I’m proud to be able to collaborate with Joreail Armstrong, who is a very good friend, and who has done me the honour of inviting me to lead the team,” said Vincent. “I was charmed by Honey Play Box’s business plan when I met the brand’s owners, and their desire to develop Honey Play Box is contagious and very well thought out. It’s also, and above all, a company on a human scale, and their benevolence with the team is remarkable.”

Blush has appointed Kathi Pepper as a full-time brand ambassador, following a successful stint in the company’s brand ambassador programme on a part-time basis.

“I’m looking forward to my new chapter in life and collaborating with the Blush team on a full-time basis,” Pepper said. “I genuinely believe that Blush is the best manufacturer in our industry and I’m so excited to represent the brand while working with an amazing team that I genuinely enjoy connecting and spending time with.”

Pepper’s retail background includes experience in

XR Brands has appointed Lori Scott as the company’s newest director of business development.

A familiar face to many, Scott boasts more than 25 years of experience in the adult industry, including roles of manufacturing, product development, private label, and sales.

“I’m thrilled to join XR Brands and bring my skillset to the growing team,” Scott said. “I have always been impressed with their various brands and how they have expanded year after year, and I’m excited about the prospects for development and expansion. This

Also…

Sportsheets has recruited Corrinne Musick as its newest brand ambassador, Shots America appointed Donny Sands as operations and sales executive in charge of client accounts and services throughout the US, Australia, and New Zealand, and Vibratex has hired Sarah Tomchesson as its new director of marketing.

“We are delighted to now have Julia Dlugi as a permanent member of our team and to be able to further expand into the Spanish and Portuguese markets,” said Hans-Jürgen Bähr, chief product officer (CPO) and chief sales officer B2B (CSO) at Orion. “Orion and the Dlugi family have a longstanding friendship, both in business and in private life.”

Julia Dlugi commented: “I will continue to look after our customers from my home in Spain and also visit them from there. Because personal contact is very important to me, as it is to the entire team at Orion.”

CEO Joreail Armstrong added: “We were impressed by Vincent’s knowledge of the international market and all the major industry figures he knows. His arrival at the company is invaluable, and his ambitions are high, as he has always demonstrated in his career.”

home parties and brick-and-mortar store ownership, and she has a master’s degree in counselling psychology, which she has used to promote sexual wellness and pleasure with compassion.

“We are absolutely thrilled to welcome Kathi as a full-time member of the Blush team,” Blush sales manager Nancy Cosimini said. “Her work as a brand ambassador has been invaluable and we can’t wait to see what comes next. At Blush we pride ourselves on our ability to spot talented individuals and give them the space to flourish, and we know Kathi is going to do great things.”

is a huge opportunity and I look forward to a journey filled with growth and synergy.”

“Lori’s tenure in the adult industry is truly remarkable,” added XR Brands president Rebecca Weinberg. “I’ve always admired her unwavering dedication, exceptional professionalism, and her extensive understanding of the inner workings of the industry. We are so excited to welcome Lori to our team.”

FLASHBACK: a taste of Honey

Taking our cue from the first line of Sgt. Pepper’s Lonely Hearts Club Band, join us for a deep dive into the ETO archive…

Pre-2000, the city of Bath, in England, was perhaps best known for its Georgian architecture, such as the magnificent Royal Crecent, and the still functioning Roman baths from which the city got its name. But as the noughties clicked by, it also became associated with an online retailer which specialised in sex toys.

The story began in 2001 when two ambitious former journalists decided to start a business together. Richard Longhurst had been an editor at Future Publishing, fronting both PC Format and .net, the first magazine about the Internet, and Neal Slateford worked at the publisher in a business development role, focusing on the company’s websites. Prior to this, Neal was a producer/remixer in the music biz, working with the likes of both Minogues and even having a hit himself with Tom’s Diner, under the name DNA, which went to No.1 in eleven countries and sold some 6m copies.

ETO was the first magazine to profile the pair after editor Dale Bradford visited them for a feature that appeared in the February 2004 issue. After the article appeared, Bradford received several ‘Who the hell are these?’ phone calls from industry veterans yet to cross paths with the founders of what became the Lovehoney Group.

It wasn’t long until everyone in the industry knew who the hell they were, but it could have been a very different story…

“For a long time, Neal and I had the idea of doing an online store,” Longhurst told Bradford in the 2004 article. “Initially it was going to be a kitsch toy store, with things like punching nuns, Austin Powers dolls, things like that, but with the success of shows like Sex and the City, it was pretty obvious that there was a huge demand for adult toys in general and women’s toys, such as vibrators, in particular. We also reasoned that there would be a lot of people who would prefer to buy products of this nature online. There aren’t sex shops in every town, and even if there was one in your town you might be a little nervous about going in and buying something. Buying online is completely anonymous for the customer, and we could have a bigger product range with keener prices. So sex toys were ideal products to sell online.”

The online competition at the time didn’t cause too many sleepless nights, according to Slateford: “We looked at the sites that were out there and thought that many of them were pretty ropey and that we could do a better job of making something that would be more appealing to females. Our site is hosted by Honey, a cartoon character, because we thought she would be less threatening to visitors. She’s like Barbarella meets Catwoman.”

“The thrust was to steer the site away from a sex toys site being semipornographic,” added Longhurst, “because they were all aimed at men - buy this and stick it up your girlfriend/wife - rather than being aimed at women. We wanted to say to them it’s okay to masturbate and here’s a great selection of toys to do it with.

“Many of the existing websites at the time would have cheesy, scanned-in pictures of pouting lingerie models, with just a product listing, providing no information. Or it would be on a black background and you couldn’t read the text, or there was badly written product descriptions... For a woman, the experience must have been a bit like going into a shop which had the lights turned off with a load of men heavy breathing behind the counter. So we got decent product pictures, described what the products do,

Richard Longhurst and Neal Slateford

provided advice on how to clean the toys and which ones were too noisy to use in a flat, all these kind of things, and highlighted the rabbits used by Charlotte or Samantha in Sex and the City. Because of our internet backgrounds, we had a pretty decent handle on how to make a website. We knew we could do it better than anyone else. It sounds arrogant but it’s probably true.” At the time, many online stores had names made from combinations of keyword-rich phrases, such as erotic sex toy dido dong store, to attract search engines’ attention, but Lovehoney went down a different road… “The inspiration for our name was a 1970s Russ Meyer film called Mud Honey,” explained Slateford. “We played around with it and came up with Love Honey and decided to create the Honey character. We wanted a name that sounded a bit sexy but which was also something you could use without embarrassment in conversation.”

Business was slow at first, but search engine optimisation, pay-per-click marketing, and partnerships with women’s portals helped the young firm to grow, as did affiliate schemes and clever PR. It developed an email mailing list, which it communicated with on a regular basis, but other than the gender of the person paying for the product, the company knew very little else about its customers, flying in the face of contemporary retail best practice. “From a direct marketeer’s standpoint, we are probably a worst-case scenario, because we ask for so little information,” said Longhurst. “But we don’t think people want to give out personal details in this environment. We don’t even ask how old people are. We know they’re over 18 because they’re using a card

to buy with. But what are we going to ask them – do you take it up the arse?”

The only real gripe the pair had with the industry was product packaging. “For the most part, it is awful,” said Slateford, “which is why we photograph as much as possible out of the packaging. We were amazed how bad the packaging was when we got our first delivery, especially products which are going to be used by females. Why are there pictures of naked women on the box? Because it’s obviously been designed by men.”

As for the future, Slateford could only see the industry increasing in size, and he expected Ann Summers to have more competition on the UK High Street. He was correct on the former, less so on the latter.

The cartoon host is now just a distant memory, and looking at the article with fresh eyes, two decades later, the biggest takeaway was how often the pair referred to their customers, and emphasised that everything they did as a business was to make life easier for them. “You’ve got to be nice to your customers,” concluded Slateford. “I read in ETO a letter about a supplier that was in dispute with one of its customers. I was reading that and I just thought, well, they’ve lost that customer. We just want happy customers, because we haven’t got a business without them.”

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READERS LIVES:

Jamie O’Sullivan, area retail manager, Harmony

If you know Jamie – and who doesn’t? – you might be aware he’s a bit of a Spurs fan, but he’s also got a penchant for pussycats, well, one of them at least…

What sort of child were you?

I was shy believe it or not, but I have six older brothers and two older sisters, so it didn’t last long. My parents are my heroes and being from such a large family there was always something going on, so I was always encouraged to stand up and be counted. I was football mad of course, and as my confidence grew, I was luckily enough to captain both my school and Sunday teams.

What ambitions do you still have?

My ambition is simple: stay healthy, keep fit, and spend as much time with my family, especially my mum and two daughters.

We were expecting Spurs to feature in your answer to the last question…

You know me very well!

How far do you think the Lilywhites can go under Ange?

I adore big Ange. Even with all the injuries and suspensions we are still in the top six and the football is amazing. I expect Spurs to qualify for the Champions League and win a trophy this year or next. The last time was 2008. We have the best supporters and stadium though!

It’s the 2025 Champions League Final and Spurs are playing Bayern Munich. As a VIP, you’re mingling with the players before the match and you bump into Harry Kane in the gents, taking a pre-match tinkle. There’s just the two of you there: what do you do?

That’s not too mad a question, as I was in the gym changing room and I bumped into Dion Dublin and Julius Francis. Dion played for Manchester United and Julius boxed Mike Tyson. Back to Harry, I would say and do nothing. He’s an absolute legend. Though I suppose I could try and tie his laces together…

You and Harmony featured in the very first issue of ETO, back in July 2003, when your love for the industry shone through. Is that love still there, or have the last 21 years worn you down?

2003, the year my Hannah was born, and the year England won the Rugby World Cup. What I still love about the industry is working with the most amazing people and the support I get from them.

Was running an adult store more challenging back then?

It was much easier back then. R18 films and magazines filled a large section of the store and that was fairly easy to manage. I can’t tell you the amount of Bondage Life magazines I sold. Now we focus on trends and the big events in our calendars like Black Friday, Halloween etc. Technology has made a huge difference, good and bad: good with all the amazing toys now on offer but bad now that you can access adult movies on your phones and not through a visit to Harmony.

Is there anything from the early noughties that you miss (besides the margins)?

Yes… Erotica at Earls Court, London. We shared the ‘Video Village’ with one other company and they were fun times. We had a back wall of large video screens, and our trailers were warmly greeted by the swaying crowds.

How can specialist stores best compete with Amazon in 2024?

Harmony is about the experience: see, touch, feel, try on and get great expert advice and knowledge. Anonymity is also important for many too, and Harmony provides that.

Harmony’s location, on London’s Oxford Street, ensures it has one of the highest profile shop windows in the world, and your displays have become legendary. How many months are you booked up in advance?

The Christmas window is usually booked a year in advance. Doing the ‘day job’ and then working on the windows brings extra responsibility and pressure as the windows are our showcase to the world, and they bring in a lot of custom to Harmony and the brands that occupy them. I count myself very lucky to be able to collaborate with the Lovehoney team and Leg Avenue team, and also Jade and Charlotte. They share the same drive and passion and they all make the magic happen.

Who is the most famous celeb you’ve had in the shop?

We have had many celebs come shopping in Harmony and I wouldn’t like to say. I can tell you Louis Theroux filmed in the old Oxford Street shop. He came into my office for a chat and was very charming.

After showcasing a product in your shop windows, how much do you expect sales of that product to increase in-store?

We have sold out of the bodystocking from Leg Avenue (don’t worry Charlotte, it’s on re-order) and the We-Vibe toys are even more popular. We see a big spike in sales, and we had fun with the We-Vibe window whereby the customers could win a prize. They all won a prize of some sort, and it provided great interaction. I always want the brand to get value for money. If they are happy then so am I.

Outside of work and Spurs, what do you most enjoy doing?

Other than my seeing my family, I have the best mates so catching up with them is always great. I love working out in my gym and gardening. Both allow me to escape, great for body and mind.

Do you have a hidden talent?

Not sure if it’s a talent but I used to teach karate. My dad and uncles were the boxing O’Sullivans of the 1950s, and my brothers and I were taught how to box and fight, so when I took my eldest to learn karate I ended up getting involved. I went on a training course and passed my theory and received the highest mark of 99% out of 100%. The sensei asked me to stand and congratulated me. That very same sensei use to love sparring me. When he picked me out to spar, I knew I was in for a test, and he didn’t hold back! I do have hidden talents within the family: two family members are in the Guinness Book of Records, both for sport. One for boxing and the other I’m sure I don’t need to tell you what for… [Hint: think of a famous snooker player with the same surname as Jamie – Ed]

Who would be your dream dinner date?

Without hesitation, Nicole Scherzinger. Phwoar!

Finally, what’s the best piece of advice you’ve ever been given?

It was from my dad and answering this brings tears to my eyes, because it makes me think of my dad who passed away in 2018. He told me not to hesitate in a certain situation. It worked for me then and it has worked for me years later.

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