ETO Winter Edition 2024

Just Eat deal ‘will help expand the market’

The recently announced deal with Just Eat could benefit the entire industry, not just the direct participants, according to Lovehoney Group. And given the initial publicity the arrangement generated [see page 52], it could be paying off already. Lovehoney has partnered with the online food delivery platform in the UK, Austria, and Denmark, with more territories due to be announced. Just Eat customers can now have toys, lubricants, accessories, and gifts delivered to their door, thanks to Lovehoney’s retail partners, which will act as operational hubs and process the orders.

Verena Singmann, head of communications at Lovehoney Group, told ETO: “Our collaboration with Just Eat Takeaway.com is a key milestone in our mission to make sexual wellness products more accessible. While the media coverage has been valuable, the most compelling reason for this deal is how it helps us expand the market by making it easier for consumers to integrate sexual wellness into their everyday lives. Partnering with a leader in on-demand delivery allows us to reach more people with ease and discretion, reinforcing the importance of sexual wellness as a part of overall health and self-care.” The partnership will be trialled for several months, but

the initial response from consumers has been positive, with “encouraging” sales figures, but the success of the trial will not just be determined by how many units are sold.

“Our expectation with this partnership is to make our products more accessible and reach consumers who may not have previously considered visiting an adult store,” said Verena. “By making the category more accessible through Just Eat, we want to increase its overall visibility and destigmatise the category. We’ve introduced a carefully selected range of our top-selling products across multiple brands and will continuously assess which items best meet the needs of Just Eat customers. This will help us refine the portfolio to ensure ongoing success in the collaboration.”

Guido Fambach, EVP sales at Just Eat Takeaway.com, commented: “Bringing everyday convenience to consumers spans every aspect of our lives, and this partnership with Lovehoney Group is testament to that. Self-care is becoming more important to consumers, and we are delighted to service our customers with the expansion of our assortment into the category.”

A more detailed look at this initiative can be found on page 52 of this issue.

LELO

report predicts the future of love, sex, and relationships

LELO has commissioned applied futurist Tom Cheesewright and sex expert and certified therapist Kate Moyle to create a report forecasting sex trends in the decades to come.

Unsurprisingly, technology features heavily in the report.

“No matter how one feels about the prospect of human-tech relationships, one thing seems inevitable,” said a LELO spokesperson. “In a world where sex toys are digitally operated, when people are forging relationships through apps, the truth is that not long from now almost everyone will be participating in this reality to some extent.

“Technology has already altered the way we approach dating, friendship, and family. It is redefining the very core of our lives. And instead of the ultimate result being a familiar dichotomy – the utter fulfilment in personal life or a lonelier existence – our experts propose that the future will be a world of endless possibilities that will generate a set of alternatives to relationships and achieving pleasure. In a nutshell, the future of sexual wellness is creating endless options and distributing them tailor-made to every person.”

The report is available to view or download from https://tinyurl.com/4hy5rm8m

Welcome...

Season’s greetings!

It is customary for magazines which arrive at this time of the year to look back and reflect on the events of the previous 12 months. But in a bit of a break with tradition, we’re not doing that – simply because there is too much to look forward to.

Most obviously Valentine’s Day, and we’ve filled three pages of this issue with suggestions for retailers to make the most of the occasion. There’s also a lot more opportunities throughout the year, and we’ve put together a month-by-month guide to other days/weeks/ months which are full of possibilities for the smart business owner. You can choose the ones that most appeal to you and pop them on the wallplanner that came with this issue.

Other key features inside include a look at the potential consequences of the Lovehoney/Just Eat deal and Paul Smith discovers the benefits, and challenges, of working with family by chatting with some of those who do just that.

As this is the final issue of 2024, it just remains for me to wish you an enjoyable and peaceful Christmas and a truly prosperous New Year. We will be popping through your letterbox again in early February, but you can stay in touch until then by visiting www.erotictradeonly.com and signing up for our weekly email newsletter.

Dale Bradford - Editor

The team...

Jason Dante - Managing Director jason@erotictradeonly.com

Dale Bradford - Editor editorial@erotictradeonly.com

Paul Smith - Features Editor paul@erotictradeonly.com

Lesley Hunt – Operations Manager lesley@erotictradeonly.com

Rob Parry – Graphic Designer production@erotictradeonly.com

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

Advertising advertising@erotictradeonly.com

Inside this issue...

05 News

08 Events

What’s on when.

09 Movers & Shakers

Recent industry appointments.

30 All Around The World

Snippets of some of the stories we’ve been reporting on over the last month or so. You can find the full versions at www.erotictradeonly.com

38 Making the most of Valentine’s Day

How important is Valentine’s Day for retailers of erotic goods? The short answer is ‘very important’ and the long answer is ‘very very very important’.

42 EroFame 2024: Hannover’s last hurrah

After 14 years in Germany – 13 of them in Hannover –EroFame is upping sticks to pastures new for 2025. Did the 2024 event end with a bang or a whimper?

48 Family ties

Paul Smith meets people who are keeping their successful adult business in the family.

52 Spotlight: Did somebody say Just Eat? Yes, Lovehoney did. And the initiative might benefit us all.

56 The silent revolution

Paul Smith discusses the merits of unpowered toys.

60 New year, new opportunities

You’ve got your 2025 wallplanner with this issue, and here are some suggestions to fill it.

66 Social Intercourse revisited

Tabitha Rayne continues her updated series of ‘social media for the adult biz’ articles by exploring how sexy brands can be successful on Instagram and TikTok.

70 Mystery Shopper

“Paris is always a good idea,” said Audrey Hepburn, and ETO’s Mystery Shopper agrees, after sampling a selection of the city’s pleasure emporiums.

72 B2B: EU to get tough on ‘green’ claims

Stricter new rules on green claims are on the way, as Jonathan Rush explains…

74 & 76 Shop Talk

In the company of Renee Denyer of Sh! and Tracey Whitmore of Vibez.

78 SiliconE Valley

Ola Miedzynska discusses remote pleasure tech.

80 Top 10 Best Sellers

81 Directory

82 Readers Lives

Lovehoney Group’s Kate Hodgson-Egan shocks us with her choice of football team.

15 JANUARY

STIMULATE

California, USA www.stimulatetheshow.com

16/19 JANUARY

XBIZ EXPO

Los Angeles, USA www.xbiz.com

16/19 JANUARY

XBIZ EXPO

Los Angeles, USA www.xbiz.com

22/25 JANUARY

AVN SHOW

Las Vegas, USA www.adultentertainmentexpo.com

17/19 MARCH

ALTITUDE INTIMATES

Las Vegas, USA www.altitudeshow.com

21/23 MARCH

INTIMI EXPO

Sao Paulo, Brazil www.intimiexpo.com.br

28/29 MARCH

EROFEST Prague, Czech Republic www.erofest.eu

18/20 APRIL API EXPO Shanghai, China www.api-expo.com

4/6 MAY

SEX TECH Berlin, Germany www.sxtech.eu

25/27 MAY EROSPAIN Barcelona, Spain https://erospain.eu

28/30 MAY

STIMULATE

Gold Coast, Australia www.stimulatetheshow.com

Creative Conceptions in ‘Unihorn gets even cuter’ shock!

Creative Conceptions has announced that its latest creation, the Mini Unihorn Vibrator, aka Peachy Pony, is now available. The new addition is said to combine the classic Unihorn design with advanced functionality in a smaller package.

“Peachy Pony isn’t just a toy, it’s an accessory customers can take with them anywhere and everywhere, by simply attaching it to their keys,” said a Creative Conceptions spokesperson. “It makes the cutest keyring, and nobody would ever know. Crafted with the utmost care, this compact vibrator is designed to stimulate the intimate area and enhance those intimate moments.”

Made from high-quality, body-safe silicone, the Mini Unihorn is said to be soft to the touch and easy to clean, and despite its small size it is USB rechargeable and offers 10 vibration speeds.

“Peachy Pony will be the customer’s ethereal guide, allowing them to explore new, more focused stimulation,” said the Creative Conceptions spokesperson.

“Whether you’re a newcomer to personal pleasure devices or a seasoned enthusiast, the Mini Unihorn promises an enchanting experience that leaves you wanting more. And remember… all good things come in small packages.”

This latest launch follows the recent

Tongue One) to the fullsize Unihorn family.

For more information email sales@creativeconceptions.co.uk or visit creativeconceptions.co.uk

JO’s $100k Retail Associate Giveaway

JO will be running a Retail Associate Giveaway in 2025, and winners from around the world will win over $100,000 in prizes. Each month, $8,000 will be up for grabs in VISA gift cards, with thirty $100 cards and ten $500 cards going to winners. And at the end of the year, the grand prize winner will receive $5,000.

“JO celebrated its 21st anniversary this year,” said Brian Woolard, general manager of JO. “We are where we are because of the amazing retail associates around the world who love the product line and recommend it to their

customers each and every day. This contest is our way of giving back to those hard-working associates who support the brand.”

The contest is open to any brick-and-mortar adult retail establishment that sells JO products. To enter, email jcash@ccwellness.com for an entry

template and detailed instructions. Associates earn one entry for every JO product sold, with entries needing to be submitted by the 5th of each month to be included in the drawing on the 15th.

“Retail associates are integral to the success of the adult industry,” Woolard added. “Customers rely on their knowledge and expertise to help them select products that enhance their intimate experiences. We want to reward them for a job well done.”

All participating stores will receive JO marketing materials to support the promotion.

Bearly legal: the Bound to Please Bondage Bear

Those looking for a stocking filler for the kink enthusiast in their life will be delighted to learn that Net 1on1 Wholesale is stocking the Bound to Please Bondage Bear, which the distributor describes as ‘a playful and provocative novelty gift that’s sure to spice up the holiday season’.

Crafted from soft faux fur, this 12-inch plush bear comes complete with a faux leather bondage harness, mask, and chain accessories. Net 1on1 says the juxtaposition of cuddly textures and BDSM-inspired details creates

a cheeky and humorous gift that’s guaranteed to raise eyebrows and spark conversation.

“The Bound to Please Bondage Bear is a fun and flirty addition to our wholesale offerings,” said sales director Sebastian Gonzalez. “It’s a unique gift that caters to a niche market, offering retailers a product with high novelty appeal and strong profit potential this Christmas.”

For more information visit 1on1wholesale.co.uk

addition of Cupids Beau and Blaze Diablo (The Heart Nosed One and The Forked

Record-breaking Venus Berlin

‘exceeds all expectations’

German consumer/trade show

Venus Berlin concluded on 27th October, after ‘four days of pure eroticism, breathtaking shows, and stars to touch’. The organisers say over 34,000 visitors attended the show this year, where they could enjoy 270 exhibitors from more than 40 countries, exceeding all expectations.

“The trade fair was more international and diverse than ever,” a spokesperson said. “The demand for innovative products and new trends was enormous. Whether digital AI avatars, deceptively reallooking love dolls with AI control or smart toys and furniture, numerous

technical innovations thrilled the audience. Exhibitors such as Eis.de presented numerous exciting new products and seductive toys.

Spectacular high-tech stands provided the best entertainment with a non-stop programme. Visitors were able to get very close to their favourite camgirls at the stands of platforms such as MyDirtyHobby, Bongacams and Stripchat. At the Pornhub and Brazzers stands, internationally renowned porn stars did the honours. In the Kinky Area, there was plenty of vinyl and leather, BDSM, workshops, and live performances – everything was tried out and celebrated.”

The B2B section also proved popular, the organisers said, with over 1,500 buyers and trade visitors from all over the world.

“This year’s Venus exceeded all our expectations,” the spokesperson said. “The fact that we clearly broke the visitor and exhibitor records of the last few years shows that our new concept is working, and that Venus has lost none of its fascination even after 27 years.”

Next year’s show will be staged from 25th – 28th September 2025. For more information visit www.venus-berlin.com

Satisfyer’s sensational sales incentive: a nine-day cruise worth €15k

Satisfyer is offering its customers what is believed to be the biggest sales incentive the industry has ever seen, a nine-day cruise worth €15,000. There are 75 tickets up for grabs, worth an astonishing €1,125,000: “These are not just trips, they are once-in-a-lifetime experiences designed to reward your hard work and dedication,” the company said.

There are two cruises, on two of the most luxurious ships in the world, to choose from: an eightnight Caribbean cruise from Miami aboard the Explorer 1 in March 2025, or an eight-night Mediterranean cruise aboard the Explora 2 in May 2025.

Everyone joining Satisfyer – along with its CEO, CFO, and owner – on the cruises will enjoy gourmet dining, exclusive lounges, private ocean-view suites, and top-tier

spa treatments.

“Imagine sailing the seas with the industry’s top leaders while discussing business in a relaxed and stunning environment,” the company said. “You’ll also be sharing this unforgettable experience with other topperforming partners, creating

Movers and Shakers

networking opportunities that extend beyond the office walls.”

To qualify for a ticket, customers will need to achieve sales of €100,000 in the 4th quarter. Should your sales reach €200,000, you’ll earn an additional place.

Contact your Satisfyer salesperson for further information.

Blush has appointed Staci Cruse as its new brand ambassador lead and education coordinator. Blush says that with extensive experience in brand ambassadorship and education, Staci is uniquely positioned to lead its brand ambassador programme into its next phase, enhancing and elevating it to further align with Blush’s values of education, inclusivity, wellness, and innovation. She will focus on expanding the programme’s reach and impact while fostering deeper connections within the community.

Staci commented: “I’m thrilled to join Blush and lead the brand ambassador programme. Blush’s commitment to education aligns with my passion, and I look forward to working with our ambassadors to strengthen the company’s message and presence. Blush says its brand ambassador programme is more than just a partnership—it’s a movement. With Staci’s arrival and the recent addition of five new ambassadors, the programme is already expanding. Plans are in place to onboard three more ambassadors by the end of 2024. Each ambassador is selected for their alignment with Blush’s mission to foster positivity, education, and deeper connections to pleasure, wellness, and inclusion.

Movers and Shakers

Womanizer partners with Iggy Azalea for special edition Liberty 2

Blush has appointed Lily Wang as its new sales manager for emerging markets & channels. Blush says that with nearly a decade of experience in the industry, Lily brings expertise and strong relationships, perfectly positioning her to lead Blush’s expansion into new markets.

Lily commented: “I’m honoured to join the sales team at Blush. The company’s thoughtful product designs and commitment to inclusivity and education set it apart, and I’m excited to introduce Blush to new channels worldwide.”

Womanizer has partnered with artist and entrepreneur Iggy Azalea to launch a special edition of its Liberty 2. The company says this collaboration embodies the spirit of innovation, confidence, and the shared belief that pleasure is a fundamental aspect of self-care.

“We’re both in the business of making people feel good,” said Iggy Azalea. “Through this collaboration, we’re saying it’s time to prioritise your own satisfaction and celebrate your sexuality without any shame.”

Transitioning from her music career, Iggy – originally Amethyst Amelia Kelly – now focuses on ventures that bridge creativity and innovation.

In 2024 she entered the crypto market with the launch of her coin, $MOTHER, and ventured into tech with DreamVault, a platform she co-founded and is creatively directing to support creators’ dreams and helping them monetise

their content. Her latest endeavour involves partnering with Unreal Mobile as art director, with a focus on millennials and Gen-Z.

The special edition Liberty 2 is described as being a testament to the powerful message that pleasure is potent, and self-love is essential:

“At Womanizer, we believe it takes bold and powerful women like Iggy Azalea to support and push female pleasure to be more accepted and celebrated,” said Verena Singmann, Head of PR at

Womanizer. “Her influence and unapologetic stance on selfexpression are crucial in breaking down barriers and advancing the conversation around sexual wellness.”

The Liberty 2 Special Edition is described as featuring a vibrant and exclusive colourway designed by Iggy Azalea, reflecting her fearless and bold style. Waterproof (IPX7), it sports eight intensity levels, magnetic charging and comes with a travel cover and travel lock.

Kevco’s Rennison retires, Wooldridge now sole chief

There have been changes at the top of lingerie distributor Kevco Wholesale, with co-founder Dave Rennison [pictured left] retiring and fellow co-founder Kevin Wooldridge [pictured right] acquiring his shares.

During their time together, Kevin did most of the day to day running of the company, with Dave focusing on the financial side of the business, so customers should not be adversely affected by the restructuring –indeed, they could benefit, as Kevin told ETO: “We have big plans for the future. We are doing an evaluation on all of our brands and are looking to add new ones which will complement our existing ranges. We are also looking at options to diversify into other avenues.”

Carlisle-based Kevco Wholesale was formed in 2008 and grew to become one of Europe’s leading lingerie distributors, regularly winning ETO awards in its category, but its international expansion was curtailed when the UK left the European Union. “Brexit was a shock to the system in the early days and initially we did lose all of our European customers,” Wooldridge said. “But it is a lot easier to ship to European customers now and

we are seeing old customers returning and new ones joining. We expect our European business to grow a lot in the next 12 months.”

Covid and the costof-living crisis also had an impact on the firm, Wooldridge added, though it is now seeing more new account applications: “Encouragingly, quite a lot are shops,” he said. “In any downturn where people exit it leaves opportunities for new people to come in and serve the public. What we sell – lingerie and footwear – will always sell so we feel the business is in a good position to start growing again.”

can work with retailers who wish to run offers during Cyber Week, Christmas etc. We are also looking into welcoming customers to our warehouse. There will be bargains for all the savvy buyers.”

To assist Kevco’s growth, experienced lingerie sector sales manager Lynne Seeds is helping the firm acquire new customers, as well as supporting existing accounts, and those looking to run pre-Christmas or New Year sales will be pleased to hear that promotions will be ongoing: “We have very high stock which we need to reduce so we can reinvest into new ranges and projects,” said Wooldridge. “We are planning to run sales, and we

When asked what prompted his decision to retire, Dave Rennison told ETO: “I’m 67, I’ve worked all my life, and after a health scare I want to spend more time with family and enjoying music, which is my passion.”

Kevin admitted to mixed emotions about his erstwhile partner retiring: “I’m glad he can retire and have a stress-free life. For my part, it’s exciting and daunting that everything is now down to me, but I am a workaholic, and I am up for the challenge.”

For more information visit www.wholesalelingerie.co.uk or email sales@kevco.co.uk

MINA

Movers and Shakers

Creative Conceptions has promoted Laura Alexander to the role of sales executive. She was previously in customer service and sales support, and Creative says her exceptional dedication and warm personality was frequently praised by customers. The company added that her ability to build and maintain strong relationships has been a cornerstone of her success, and her promotion to sales executive is a natural progression, reflecting her popularity and the fantastic rapport she has established with clients. In her new role, Laura will be working more closely with customers, providing tailored support and insights to help them maximise their own sales campaigns.

“We couldn’t be more excited to have Laura step into this new position,” said Chris Bowles, general manager at Creative Conceptions. “She has been a true asset to our team, always going above and beyond to support our customers. Her passion, energy, and commitment to building strong relationships have made a significant impact, and we are confident that she will excel in her new role.”

A.I.ssistant ‘a safe space for exploring sexuality’

For those who might feel uncomfortable talking to another human about sex-related subjects, Lovehoney has created its A.I.ssistant, an AI-powered chat tool designed to provide sexual wellness advice and product recommendations.

Website visitors tell the A.I.ssistant what their preferences are and receive advice based on them. Lovehoney says that by asking follow-up questions, the A.I.ssistant will get to know the user’s needs and helps them find sexual happiness.

“Trained in collaboration with sexologists, the A.I.ssistant draws on Lovehoney’s 20+ years of experience in sexual happiness to answer the questions you may not feel comfortable asking anyone else,” the company stated. “We knew there was a lack of trusted sex advice sources – something proven during subsequent research: around a third of people surveyed in

the UK would feel more comfortable consulting AI than a person about private matters like sex and masturbation. Lovehoney A.I.ssistant is designed to be a safe space for exploring sexuality.”

Lovehoney’s AI lead, Philipp Hamburger, said: “We feel it’s not just our privilege but our duty to help our customers, because we know that opening up about sex is something many still struggle with. When it comes to sex, everyone is on a unique journey, and our

Lovehoney A.I.ssistant has been designed to offer a personal guide to pleasure that can be with our customers every step of the way.

“Lovehoney A.I.ssistant is our approach to conversational e-commerce where we are leveraging LLMs to help the customer find the right advice or the right product for their individual needs. The product is developed in-house by our AI department who did an excellent job on shipping their first product.”

Loving Joy makes two new additions to Mina range

Loving Joy has added two new strap-ons to its Mina line: the Mina Echo Remote Vibrating Strapless Strap-On and the Mina Surge Remote Thrusting & Vibrating Strapless Strap-On.

Designed for hands-free pleasure, both are USB rechargeable, waterproof (IPX6), and come with a remote control.

The Mina Echo Remote Vibrating Strapless Strap-On has dual motors and offers 10 vibrating modes while the Mina Surge Remote Thrusting &

Vibrating Strapless Strap-On boasts three motors, delivering three thrusting modes in addition to 10 vibrating modes.

The two new models are available from Net 1on1 Wholesale and sales director Sebastian Gonzalez commented: “We are delighted with the quality, functionality and value for money that these two new products in the Mina range represent. We are excited to offer these high end strap-ons to our customers and to give them the

sort of margins that they are used to from Loving Joy products.”

For more information visit

1on1wholesale.co.uk

Honey Play Box sponsors La Faye Rose breast cancer awareness event

Honey Play Box was a major sponsor of this year’s La Faye Rose event in Faye-d ‘Anjou, France. The event is staged every year during Octobre Rose or ‘Pink October’ where it brings the community together to raise awareness and funds for breast cancer.

This year’s event invited participants of all ages to walk

or walk through the hillside of Faye d ‘Anjou to support the fight against breast cancer.

Honey Play Box said being part of the event aligns perfectly with its mission to promote wellness and inclusivity, offering support where it’s most needed, and helping to make a difference in the fight against breast cancer.

Net 1on1 Wholesale heats up the holidays with Secret Play Movers and Shakers

Net 1on1 Wholesale, has added four new games to its Secret Play range, just in time for the holiday season.

“These new additions to the extensive Secret Play games range are ideal spicy stocking fillers, sure to spice up those cold winter evenings,” said Net 1on1 sales director Sebastian Gonzalez.

The new games are: Sexmatch Roleplay Edition Game, where players explore their fantasies and take on exciting roles; Sexmatch

Massage Edition Game, a relaxing and intimate game where players indulge in sensual massages; Sexmatch Bondage Edition Game, which allows players to explore their boundaries; and Sexmatch Foreplay Edition Game, a teasing and playful game which builds anticipation.

Each Sexmatch game includes 89 playing cards (81 cards and eight jokers) and one guide card. The games are designed for couples to match illustrations and words while completing challenges.

“The first player to run out of cards wins, but with these games, everyone’s a winner,” said Gonzalez.

“Secret Play is a leading sensual wellness brand with over 15 years of experience in the national and international market. It offers a diverse range of couple games designed for a modern, empowered, and pleasure-seeking audience, with a commitment to innovation, quality, and eye-catching design.”

For more information visit www.1on1wholesale.co.uk

New generation Gigi and Liv now available from LELO

LELO has released the third generation of its Gigi and Liv G-spot vibrators: Gigi 3 and Liv 3. LELO says that since they were first released, Gigi and Liv have enjoyed unprecedented success, and the latest models make what was already special even better. The new app-controlled versions offer more power, more settings, and an updated design for a perfect fit. They feature smooth silicone casings, for a more comfortable fit, and improved control across various pleasure settings.

Both Gigi 3 and Liv 3 are waterproof and have eight different vibration patterns, varying in intensity from ‘a teasing murmur to a satisfying pulse’, two more modes can be accessed via the app: Finish Me Off and Out Of Control.

Gigi 3 has a flattened tip, which is said to be ideal for channelling its deep and powerful vibrations during G-spot massage, and it is designed to be flipped over, enabling the vibe to be used as a clitoral massager too.

Liv 3 is slightly curved and has been designed to be a perfect fit for everyone, from beginners to experienced users.

“Both toys are mid-sized massagers that have really been shown to strike a chord with customers, whether they are used internally, externally or a combination of both,” said a

LELO spokesperson. “Featuring an updated design for a perfect fit and a wide range of pleasure settings via the LELO app, these nextgeneration G-spot vibrators offer an unparalleled level of customisation and control.”

For more information visit www.lelo.com

Liberator has appointed John Robinson as its new vice president of sales. With a background in digital marketing and B2B sales, Robinson will oversee and drive the company’s global sales strategy in his new role.

“We are excited to welcome John to the LIiberator family,” said Louis Friedman, CEO. “His deep knowledge of digital marketing and B2B sales, combined with his passion for innovative growth strategies, makes him the perfect fit as we expand our global presence and deliver exceptional products to our customers.”

“I am thrilled to join Liberator at such an exciting time for the brand,” said Robinson. “Liberator’s commitment to quality and innovation is unparalleled, and I look forward to helping the company reach new heights by expanding its sales network and driving digital transformation. Together, we will bring these products to a wider audience and continue to elevate the customer experience.”

Movers and Shakers

New Femintimate women’s health products now available from Net 1on1

XR Brands has recruited Rob Phaneuf as its new director of sales and marketing. Formerly director of sales and business development at Pipedream, Phaneuf is a seasoned industry professional with over 20 years of experience in sales, marketing, product development, branding, and wellness education.

“Rebecca and her team are building something special, and I’m excited and honoured to be part of this growth,” said Phaneuf. “XR’s reputation precedes them as one of the top organisations in this sector, and I’m confident that we’ll continue to expand and deliver exceptional products and services to our customers. I’m ready to Play Hard!”

XR Brands says that throughout his career, Phaneuf has consistently demonstrated his ability to connect with customers through dynamic product presentations, innovative marketing campaigns, and successful product launches that resonate in the marketplace. And his superb communication skills and strategic thinking have earned him respect as one of the top sales professionals in the industry.

Rebecca Weinberg, president of XR Brands, commented: “We’re thrilled to welcome Rob to XR Brands. His expertise, product knowledge, and industry reputation are unmatched. Rob is known for his commitment to excellence, professionalism, and of course his passion, and I have no doubt he will inspire and elevate our sales team.”

In his new role, Phaneuf will report to Weinberg and lead a team of sales executives and brand ambassadors to expand XR Brands’ portfolio across its network of distribution partners and retailers. He’ll provide strategic sales leadership while spearheading marketing initiatives across multiple channels.

Net1on1 Wholesale is carrying new additions to the Femintimate range of women’s intimate healthcare products. The Spanish brand, established in 2016, creates items which are easy to use, offer tangible health benefits, and support women’s health and wellbeing from menstruation to menopause.

Recognising that many women lack access to information and effective solutions for common concerns like pelvic floor health and intimate discomfort, Femintimate aims to empower women with the knowledge and tools to take control of their wellbeing. It collaborates with international gynaecologists and urologists throughout the product development process, ensuring that each product is safe, effective, and designed to address specific needs.

Key products available through Net1on1 Wholesale include: Ève Menstrual Cup, a comfortable and eco-friendly alternative to traditional menstrual products, providing up to

12 hours of leak-free protection and available in five different sizes; Pelvix, a six-phase pelvic floor rehabilitation system for strengthening and restoring pelvic floor muscles; Intimrelax, a progressive system for the rehabilitation of atrophic vaginitis and vaginismus; and the Femintimate range of creams and lubricants: Antibacterial Cleaning spray, Cleansing Mousse, Bio Lubricant, Clarifying Whitening

Cream, and an Exfoliating Cream.

“ We are delighted to expand the Femintimate range to bring their innovative and much-needed products to the UK market,” said Net 1on1 Wholesale sales director Sebastian Gonzalez. “This aligns perfectly with our commitment to offering high-quality solutions that promote health and wellbeing.”

For more information visit www.1on1wholesale.co.uk

Scandals scoops Business of the Year at LGBTQ+ Awards

Liverpool-based retailer Scandals was presented with the Business of the Year award at the inaugural LGBTQ+ Awards and FLOWERS Ball on 18th October 2024. The awards were staged at the Titanic Hotel in Liverpool and presented by The Collaborative Network, and supported by Ocular Media, Owen Drew, and Cool Breeze Agency.

“We were pleasantly surprised and truly honoured to receive the Business

of the Year award,” said Scandals’ Ben Hughes. “This recognition represents a significant and refreshing step forward for our industry, as it was not restricted to industry-specific entries but open to all businesses.”

Mike Skeggs, co-founder of Dragons’ Den-winning business Owen Drew, said: “These awards are more than just accolades: they serve as a powerful platform to build and strengthen our networks through

the medium of recognition and peer support.”

The Collaborative Network describes itself as ‘a subscription-based community support network and sign-posting service that connects businesses, business leaders and employees together with other professional services to allow an LGBTQ+ focused approach regarding LGBTQ+ matters which arise in the workplace’.

Movers and Shakers

JustLove winter edition now available from Orion

XR Brands has appointed industry veteran Roxana Mendoza as its new senior international sales executive.

With over a decade of experience in the adult pleasure products industry, Mendoza brings a wealth of knowledge and expertise in sales, marketing, and visual merchandising to the wholesale manufacturer.

“I am thrilled to join Rebecca and the talented team at XR,” said Mendoza.

“They have an amazing culture over here, and I look forward to leveraging my experience and skillset to enhance our international sales efforts and build strong partnerships around the globe. I can’t wait to hit the ground running and share the excitement with everyone!” Rebecca Weinberg, president of XR Brands, added: “Roxana brings so much to the table, and we’re ecstatic to have her on board. We’re building something special to support our retail partners overseas, and Roxana’s extensive experience and proven success in the industry align perfectly with our vision for growth. We believe her leadership will be key in strengthening our global reach and fostering deeper connections with our partners around the world.”

The winter edition of Orion Wholesale’s lifestyle magalogue JustLove is now available. The focus of the free and neutral customer magazine is on sexual wellness and sex positivity both visually and in terms of content.

“The 7th issue of the JustLove magalogue will really heat things up during the cold winter months,” said an Orion spokesperson. “The magalogue has everything for the intimate areas – from beginner

topics such as blowjobs, cunnilingus, and massages to more advanced topics like fetishes. There are also pages covering hot crotchless lingerie and explosive looks for very special parties. Furthermore, there is also information about innovative toys for exciting solo adventures and new kinds of fun with a partner. In addition to that, the best gift ideas for that special someone can be found in the gift guide.”

The new 40-page JustLove is

A5 sized and is available in either English or German.

“Retailers can order this neutral magalogue for an erotic lifestyle to give to their customers and increase customer loyalty,” said Orion’s spokesperson. “It is perfect for both the POS and online shops. For more information visit www.orion-wholesale.com or email wholesale@orion.de

Satisfyer settles with LDFS in IP protection case

Love Digital Factory Spain

(LDFS), is the company behind Platanomelon.com, an online retailer of sex toys in Spain.

“The Satisfyer pressure wave vibrators are leading the global sexual wellness market and are protected by several patents, including the European patent EP 3 228 297,” a Satisfyer spokesperson said. “As part of the settlement, LDFS has withdrawn its opposition to this patent at the European Patent Office and will solely sell Satisfyer pressure wave devices in the future.”

Satisfyer and LDFS said they are pleased to announce a strong partnership for the years to come to grow this category together in Europe.

“We are very pleased with the outcome of this settlement,” said Sven Pelka, managing director of

Triple A Group. “This agreement not only reinforces our patent rights but also greatly enhances our partnership with LDFS, allowing us to showcase our innovative yet affordable pressure wave vibrators prominently at a leading retailer. Protecting our intellectual property is vital for the growth and sustainability of our industry. This

settlement is the start of several strategic deals we are excited to pursue, with more developments expected soon.”

For more information about Satisfyer and its product offerings, visit www.satisfyer.com or click here to explore the range of Satisfyer pressure wave vibrators available from Platanomelón.

Major relaunch for Skins Touch vibes

Creative Conceptions has announced the relaunch of its Skins Touch range of vibes, which now comes with additional functions, new designs, and a huge drop in price.

The Skins Touch range consists of The Wand, The Rabbit, and The Glee Spot, and Creative says they have all been redesigned with user feedback at the forefront, ensuring a perfect blend of functionality, aesthetics, and comfort, whilst maintaining the simplicity and ease of the original product.

The vibes are made from FeelMe, which is described as an advanced double-dipped silicone that offers a lifelike texture and enhances every intimate moment while being body-safe, hypoallergenic, and easy to clean. The toys also feature additional textured grooves for enhanced sensations.

Waterproof, USB rechargeable, and with 15 vibration patterns on

offer, the vibes also boast new packaging designed to save storage space as well as shipping costs, with a clear window so in-store customers can see what they are buying.

“Not only has the design been refreshed, but the cost has too,”

said a Creative Conceptions spokesperson. “The Skins Touch toys offer up to 50% saving on the previous price, which is a huge slash in price. We want to ensure that the range is more affordable to everybody who wants in and that you, as distributors, can offer your customers great quality products and even better prices.”

Dropped from the range is The Pebble, as Creative says its Skins Rose Buddies range has proven to be a more popular choice for clitoral stimulation.

For more information contact your Creative Conceptions sales representative or email sales@creativeconceptions.co.uk

Rocks-Off has announced it has added an outlet section on its website. Examples of products available from the outlet include the Lust Linx Ball & Chain, which is being offered at £20.99, the Heart Throb discreet massager (£14.99), the Rock-Chick dual clit and G-spot vibe (£13.99) and the Little Charm bunny vibe (£4.99).

On the social media platform formerly known as Twitter, the manufacturer announced: “Whether you’re looking to try something new or simply add to your collection, our outlet offers high-quality products at discounts you won’t want to miss.”

The outlet page can be found at https://rocks-off.com/collections/outlet

99 new Beauty Nights available from Alterego

With Christmas on the way – closely followed by Valentine’s Day – Polish lingerie brand Beauty Nights are giving retailers a large number of new stock options: it has launched 99 new designs, all of which are available now from distributor Alterego Lingerie.

“There are lingerie sets, loungewear, clubwear, chemises, bodies, and peignoirs in a range of sensual colours and sizes,” said an Alterego spokesperson. “The one thing in common is, they are exquisitely made with the finest of delicate laces and fabrics that accentuate elegance and beauty.”

There are no minimum order requirements for Beauty Night garments, all of which come in gift boxes adorned with a hologram.

“Whether it’s Christmas, Valentine’s, or a romantic evening in, they make a very special gift,” the Alterego spokesperson said. For more information contact Alterego on +44 (0)1482 623934, email customerservices@alterego-lingerie.com, or visit www.alterego-lingerie.com

Relaunch for specialist adult insurance broker Adultsure

Specialist adult insurance broker

Adultsure is relaunching itself into the market and is offering 10% off all new business queries.

Adultsure was established as a sister company to Thornhill Insurance Brokers after the company spotted a gap in the market for an insurance broker that provides specialist, adult industry-tailored products and premium customer service.

Adultsure says it is now relaunching with even more confidence in its brand and its ability to support your business – whatever might be thrown your way. It says it has a fiveyear plan to become known as the go-to insurance broker in the adult sector – both in terms of bespoke, industry-specific policies and customer service – and has trained all its staff on how best to support businesses in this unique industry.

“By partnering with Adultsure, you gain peace of mind that your business is fully protected and that you’re only paying for the policies you truly need,” a company spokesperson said. “While our team of experts are uncovering the

right policies, putting together your bespoke package, and managing any claims or renewals on your behalf, you’re free to focus on growing your business.”

Representatives are available for site visits nationwide and are always only a phone call or email away.

Insurance tailored to the needs of the client is promised, along with start-to-finish support in the event of a claim.

“With Adultsure, you gain the support of a team of experienced insurance brokers who have a vast network and understand the nature of your business and the coverage required to insure it,” the

spokesperson said. “Every customer has their own dedicated handler –no auto-responses – and you’ll gain access to vast markets to ensure you find the perfect coverage for you.”

To celebrate its relaunch, Adultsure is offering ETO readers 10% off all new business queries. To get started, request a free quote or log your renewal date and Adultsure will be in touch 30 days before your current cover expires.

For more information email info@adultsure.uk or visit www.adultsure.uk, where you can also read case studies of adult industry clients the firm has helped.

John Thomas Toys available for acquisition

The owners of high-profile online retailer John Thomas Toys have put the business up for sale. The company has been manufacturing and retailing superior silicone sex toys for over five years and has a turnover in excess of £1.3 million. It also has a powerful online presence, with over 64,000 X (formerly Twitter) followers and it collaborates with influencers who collectively reach over 4.5 million people.

The family-run business and its products were featured on the television series Olivia Attwood – Getting Filthy Rich, Series 2, Episode 3 (‘Sex Toys’), and although it operates from a 4,800 sq ft industrial unit in Norwich, England, the business is fully relocatable.

“What sets John Thomas Toys apart is their exceptional customer-centric approach,” said a spokesperson for business sales specialists EMF Group, which is managing the sale.

“They offer next-day delivery within

the UK, ensuring prompt service and enhancing the customer experience.

A lifetime warranty underscores their confidence in the durability and quality of their products.

Discreet packaging prioritises customer privacy, allowing clients to shop for adult toys with confidence. Additionally, the brand is committed to sustainability, using safe, eco-friendly materials and continually evolving to meet global environmental standards.

“Significant untapped potential for growth exists by releasing new product lines, such as sex machines, massagers, and other innovative adult products. Capitalising on these opportunities can further enhance the brand’s market share and

revenue streams in the lucrative sex toy industry.

“This sale represents a rare opportunity to acquire a thriving business in the adult toy sector. With its strong reputation, loyal customer base, and considerable growth potential, John Thomas Toys is poised for continued success under new leadership.”

The business is on the market for £850,000 plus Stock at Valuation (SAV), which includes intellectual property, online platforms, customer databases, and existing inventory. John Thomas Toys can be found online at johnthomastoys.co.uk and full details of the EMF Group listing are available at https://tinyurl.com/ctjzerch

Orion brings new styles to Svenjoyment range

Orion Wholesale has added new styles to its Svenjoyment male underwear collection. Orion says the new lines are made from fashionable material that emphasises and accentuates ‘a man’s best assets’.

“The high-quality materials fit like a second skin and their flattering fit means that his masculinity will be the centre of attention,” an Orion spokesperson said. “Svenjoyment has lots of designs for various occasions and types of play and it offers top quality at great prices.”

The new pieces are made from purple matte look-material for maximum presence: the tight-fitting pants are said to be soft and stretchy and extremely comfortable to wear. There is a lifting seam in the pouch for a push-up effect.

The tight, open back jock is said to emphasise his masculinity, and it is also stretchy for a very comfortable fit. Another new addition to the label is emphasising pants with a practical zip at the front. These are made from soft, black microfibre with transparent stripe inserts at the front and the sides. These pants are also stretchy for a very comfortable fit. All pieces are available in sizes S-XL. For more information visit www.orion-wholesale.com or email wholesale@orion.de

Fleshlight International scooped the E-Commerce Award at the XI Edition of the Andalucía Excelente Awards, held at the Gran Hotel Miramar, Málaga, Spain, on 18th October. The awards are organised by El Suplemento and promote the work of Andalusian companies in the business, artistic, and social fields.

The award recognised Fleshlight’s outstanding contribution to international trade in male sex toys, which are produced at its facility in Dos Hermanas, Seville. Juan Ziena, general manager of Fleshlight Spain, accepted the award, saying: “This award reflects the dedication of the entire Fleshlight team, both here

New Seven ‘til Midnight Holiday Collection available now from Kevco Fleshlight scoops e-commerce trophy at Andalucía Excelente Awards

Lingerie distributor Kevco Wholesale has announced that Seven ‘til Midnight’s 2024 -2025 Holiday Collection is available now.

“Seven ‘til Midnight, or rather, the hours that conjure up titillating fantasies and mischievous rendezvous, is when the fun begins,” said a Kevco spokesperson. “The

in Spain and around the world. We take great pride in manufacturing in Andalusia and delivering our products to thousands of customers across the globe. I would like

to thank the organisers of the Andalucía Excelente Awards for recognizing our work, and our customers for their continued trust over the years.”

Collection is infused with opulent satin accents, a palette of vibrant holiday hues, and an abundance of distinctive embellishments. From dazzling rhinestones to alluring chains and charms, our Holiday Collection is a feast for the eyes. Get ready to be wrapped in delight as you join us in celebrating the joyous

moments of the holiday season!”

The new collection can be seen online at www.wholesalelingerie.co.uk

Contact Kevco Wholesale on +44 (0) 1228 517821 or email sales@kevco.co.uk for further information or to open an account.

Womanizer unveils new UltraWave technology in first-ever vibrator

Womanizer has announced the launch of its first-ever vibrator, Vibe. Best known for its Pleasure Air Technology products, Womanizer says Vibe has been designed to offer a different type of stimulation while maintaining the brand’s commitment to quality and innovation.

Equipped with the new UltraWave Vibration technology, Womanizer says Vibe delivers deep, resonating vibrations that provide a unique, sensual experience.

“This new technology features a unique motor that moves up and down, creating gentle, natural vibrations that are free from the friction and imbalances often found in traditional vibrators,” a Womanizer spokesperson said. “This results in stable, rumbling vibrations that feel more organic and satisfying. But what truly sets Vibe apart is its whisper-quiet motor, allowing users to fully immerse themselves in the moment without the typical mechanical noise that can be distracting and disruptive. Discreet pleasure is now possible with no

distractions—just pure, uninterrupted bliss.”

The oval-shaped Vibe is said to be ideal for those seeking less intense, more enveloping stimulation, making it perfect for solo use or as a complement to partnered activities. Key features include its whisperquiet technology, 10 intensity levels, three autopilot modes, and pleasure edges – the ergonomic,

lay-on design offers stimulation with different surface areas, from the broad side to the pointed tip, allowing users to explore and experiment with various angles and sensations.

Suggested retail price is €129, and Vibe will be available in sage, dusky pink, and dark blue colours. Contact your Womanizer distributor for more information.

Online sex-ed platform Beducated recently conducted an in-depth survey examining the sexual satisfaction and desires of men and women, and it has uncovered distinct differences in what each group seeks to improve within their intimate lives.

Apparently, men and women are equally satisfied with their sex lives, but men want more of it and would also love for their partner to open up about their wants, needs and boundaries.

Individuals’ quality of sexual experiences over time fluctuates by gender as well, with nearly 25% of men polled expressing that

“Our desire for sex never matches anymore”, though more than 30% of men believe “Sex has gotten better over time”, with more than 40% of women feeling the same way.

“Our latest survey sheds light on the nuanced needs and desires of individuals in their intimate relationships,” said Beducated founder Mariah Freya. “Understanding these differences can help partners communicate more effectively and work towards mutual satisfaction.”

For more information visit Beducated.com

Rock around the Cock: the new penis-erecting party game

Creative Conceptions has introduced another entrant into the adult game market, Cock Tower, in which players compete to erect the biggest penis.

“Players can prepare for a night of laughter, strategy, and unfiltered fun with Cock Tower, the new party game which is perfect for so many occasions,” said a Creative Conceptions representative. “This erection extravaganza combines focus, determination, and (a lot of) humour to create unforgettable memories… “

There are three game modes: Race Against The Cock: a time challenge set to see how high players can build their cock towers within the 30 seconds given. When the time is up, players must carefully place the penis head onto the shaft and count the pieces – if the tower should topple a forfeit will be waiting.

The Shaft Sprint: a game for the more competitive. Two players must race to stack 15 pieces from balls to head using only one hand. If the stack takes a tumble, players must start again. The first to successfully stack all 15 pieces wins.

Tipsy Toppler: grab a drink and gather in a circle around the Cock Tower. One by one, players build the tower until it topples. Whichever player caused the cock to flop, takes a drink.

For more information email sales@creativeconceptions.co.uk or visit www.creativeconceptions.co.uk

Womanizer pop-up store brings the Vibe to the streets of Berlin

Womanizer hosted ‘an innovative masturbation pop-up’ in Berlin in October to celebrate the launch of the first vibrator in its portfolio, the Womanizer Vibe. The special feature of the pop-up store was the Pleasure Room, where the new product could be tested. More than 2,000 visitors were invited to try out the toy and then take it home for free.

“Many visitors waited up to four hours to enjoy this exclusive experience, which impressively underlines the immense interest and enthusiasm for the product,” said a Womanizer spokesperson. “Word of the special atmosphere spread quickly, with a queue forming in front of the store in Berliner Torstraße even before it opened. The queue stretched to the next street corner. In addition to the Pleasure Room, guests were able to find out about other Womanizer products or get a tattoo inspired by the brand in the inviting feel-good atmosphere.”

Image credit: © Womanizer/Maksim Baev

New sex furniture from Liberator available at Orion Wholesale

Three new items of sex furniture from Liberator are now available from Orion Wholesale, the US brand’s exclusive European sales partner. The new items are Jaz Duet [pictured], Wanda Toy Mount, and Aria Flip Chaise.

Jaz Duet combines two differentsized sex cushions that are in ergonomic curved wedge shapes, the Wanda Toy Mount has a space for any corded or rechargeable

massage wand, while the Aria Flip Chaise is an elegant chaise that blends discreetly into the background of any room – until it’s unfolded, when it quickly becomes an ergonomic item of sex furniture that allows couples to enjoy a variety of positions in comfort. Sex blankets are also available, including the Fascinator Throw Mini which has a moisture barrier inside, meaning both sides can be used.

“The comfortable blanket is perfect for protecting furniture during sex and making sure that everything stays clean and dry,” said an Orion spokesperson. “It is great for protecting the bed/bedding, sofa, carpet, etc. – at home or on the go.” For more information visit www.orion-wholesale.com or email wholesale@orion.de

Wand 2 from We-Vibe ‘redefines the classic wand vibrator’

massager that the company says redefines the classic wand vibrator with cutting-edge features and unparalleled performance.

“Wand 2 is designed for those who crave intense, rumbly vibrations combined with modern, user-friendly technology,” said a We-Vibe spokesperson. “With its whisperquiet operation, app connectivity, and innovative Smart Silence feature, Wand 2 promises to deliver a customised pleasure experience that is as discreet as it is powerful.”

We-Vibe says Wand 2 is perfect for those who demand the best in design, technology, and satisfaction, and it offers deep satisfaction for solo use or shared moments. The soft head features pronounced edges, enabling both broad and acute stimulation, while its lightweight, compact handle is designed for easy, one-handed use. It delivers 10+ intensity levels and boasts Smart Silence Technology, which ensures it activates only upon skin contact.

Rechargeable and cordless, Wand 2 is waterproof (IPX7), app-enabled, and has a recommended retail price of €139.

Svakom introduces Cici+2, ‘a rabbit version of our bestselling G-spot toy’

Svakom has officially released Cici+2, the rabbit vibrator inspired by its worldwide bestselling G-spot sex toy, Cici 2. It sports a slim shaft with G-spot angled head and clitoral stimulator, delivering five modes and five intensities of vibration plus 38°C heating. It offers customisation and longdistance partner play via the Svakom app and features battery lights and a USB-C charging port with dust cover.

“Our new Cici+2 vibrator proves that

size really does matter, just not in the way you might assume,” said Svakom sexual wellness educator, Vanessa Rose. “Cici+2 is expertly designed to suit different bodies and experience levels thanks to its ultraslim shaft and clitoral attachment, all crafted from luxurious liquid silicone. It’s perfect for bodies with a vagina who are new to vibrators, returning from sexual inactivity, or prefer a narrower shaft.”

Rose added: “Try vibrations in five modes and five intensities and

warm the shaft head to 38°C via the independent heating function. Enjoy your ideal sessions, exploring customized vibrations, shortrange or long-distance control, and partner play when using the Svakom app. The name Cici+2 hints at the fact that it resembles our Cici 2 vibrator with the addition of a clitoral stimulator – it’s a rabbit version of our bestselling G-spot toy.”

For more information visit svakom.com

Bed Nerdz signs with Little Leaf Agency

Ambitious sex toy retailer Bed Nerdz has appointed Little Leaf as its PR agency. Launched in the UK, Bed Nerdz offers customers a selection of erotic gift boxes, and its collaboration with Little Leaf will focus on PR and affiliate marketing that align with Bed Nerdz’s mission to offer luxury, sophistication, and pleasure in one experience.

Throughout the partnership, Little Leaf will support Bed Nerdz in PR efforts and boost brand visibility across the UK and beyond.

“We are thrilled to welcome Bed Nerdz to our client roster,” said Kathryn Byberg, CEO and founder of Little Leaf Agency. “Sexual wellness is all about encouraging exploration, and the industry’s future lies in creating meaningful, custom-tailored experiences for people. This brand is doing exactly that. We’re excited to be a part of their innovative and sophisticated

approach to pleasure and help them revolutionise the luxury sexual wellness space.”

Damien Muretti, co-founder of Bed Nerdz, added: “We chose Little Leaf Agency because of their unparalleled expertise in the sexual wellness market and their creative approach to PR. We believe that Little Leaf is the

perfect partner to amplify our voice and connect with consumers in the pleasure realm who value discreet, high-quality products with a focus on accessible luxury. We look forward to taking Bed Nerdz to the next level with their support.”

For more information visit www.bednerdz.com

Satisfyer Pro+ Wave 4 is ‘a sexual wellness upgrade’

Satisfyer has unveiled the new Pro+ Wave 4, which the manufacturer says features ‘groundbreaking’ new Robotic Technology that mimics the feel of fingers caressing the G-spot.

“The Pro+ Wave 4 is more than just a vibrator – it’s a futuristic innovation in sex tech,” a Satisfyer spokesperson said. “The Robotic Technology in the flexible shaft creates spiral waves that mimic the motion of fingers stroking the G-spot, while the Air Pulse delivers touch-free stimulation to the clitoris, providing a truly immersive experience. What’s more, this futuristic toy is waterproof (IPX7), so whether you’re indulging in the shower or a bubble bath, the Pro+ Wave 4 is ready to go wherever you are.”

The Pro+ Wave 4 offers 11 preset air pulse intensities and 12 spiral wave programs, while the Satisfyer Connect app allows users to sync their toy with their favourite playlist, create custom vibration rhythms,

and personalise their pleasure.

Crafted from soft, body-safe silicone, the Pro+ Wave 4 is said to feel luxuriously smooth against the skin.

The price is £75.95.

“If you’re looking for an intimate experience that feels incredibly real, the Pro+ Wave 4 is designed to deliver just that,” the Satisfyer spokesperson said. “The combination of Robotic Technology and Air Pulse stimulation offers a unique and lifelike sensation,

perfectly mimicking the movements of skilled fingers while adding an extra layer of pleasure with its clitoral stimulation. With the ability to customise your experience through the Satisfyer Connect app, it’s perfect for those who want to take control of their pleasure or enjoy it hands-free… It’s not just a toy, but a complete sexual wellness upgrade.” Contact your Satisfyer salesperson or distributor for further information.

Bundles with benefits from Doc Johnson

Doc Johnson has introduced Bundles, which it describes as a new way to help retailers build their stores’ walls. The first Bundles available are groupings of the company’s top-selling brands: Classics, Merci, Rock Solid, In a Bag, Main Squeeze, Signature Strokers, and Signature Cocks. More will be announced quarterly, and each bundle will include a planogram and every item in the planogram.

“Working hand-in-hand with buyers for as long as I have, I know this is a huge deal for both Doc Johnson and our customers,” said Kerin DeFrancis, director of sales at Doc Johnson. “Not only are Bundles easier to order, but they also provide an easy way to market and make the products stand out in-store.”

For more information contact sales@docjohnson.com or visit B2BDocJohnson.com

Moving into Overdrive: the thrusting new sex machine from CalExotics

New from CalExotics, the Overdrive Remote Control Sex Machine Thruster offers customers 10 speeds of vibration and five speeds of thrusting. Both functions can be controlled independently with the supplied remote, and a detachable suction cup mount gives an opportunity for hands-free penetration.

The USB rechargeable device includes a memory chip, so the action resumes on the last setting enjoyed by the customer, a security travel lock, and a dual magnetic charging cord. A complete charge takes 2.5 hours and delivers between 45 and 75 minutes of action, depending on the setting used.

“The sex machine boasts complete control over your experience,” said a CalExotics spokesperson. “With the ability to independently adjust thrusting and vibration intensities, either with the sleek remote or directly on the sex machine, you have the power to tailor your pleasure, from subtle teases to overwhelming climaxes.”

Doc Johnson rebrands Realistic Cock collection

Doc Johnson has introduced new branding for one of its bestselling lines, The Realistic Cock. The new packaging is described as sleeker, slimmer, more colourful, and transparent, so the customer can see the exact cock they are purchasing, rather than just a picture of the product on the front. “Repackaging an existing line is always a tough decision to make,” said Cheryl Hanslip, product development manager at Doc Johnson. “We want to make sure the customers know that the high-quality and functionality have not changed, but make it easier for retailers to stock, market, and, most importantly, sell.”

Kerin DeFrancis, director of sales at Doc Johnson, added: “The Realistic Cock is such an important line, and I’m excited that this updated look is more inviting and fun. So many dildos and dongs can be too intimidating for first-time users, but with The Realistic line, they can see and decide exactly what they want.”

Doc Johnson says that each of the cocks is created from the cast of a real, erect penis that was moulded at its HQ in California. They are made from dual-density ULTRASKYN, the company’s patented rubber, which is said to feel indistinguishable from the real thing, and each shape comes in three colour options:

vanilla, caramel, and chocolate. Another selling point is the products’ Vac-U-Lock compatibility, so each Realistic Cock can be put on a harness, vibrator, handle, suction cup, or a double-sided plug. Chad Braverman, COO of Doc Johnson, enthused: “It feels great to rebrand and repackage such an important line for Doc Johnson. The Realistics have been a bestseller for us and for so many

retailers across the world for so long, and we are confident these new shapes and packages are going to be a massive hit. There have been so many copies—and copies of those copies— of the Realistics over the years, but when it comes to quality, there only has been and will ever be one true Realistic Cock.” For more information about Doc Johnson, including marketing materials, visit b2bdocjohnson.com

Pipedream expands European distribution network

Pipedream has announced that its products can now be purchased through Tonga, Debranet, Saint Sual, and Dusedo, in addition to its long-standing partner, Orion Wholesale.

Aimed at elevating the level of service and support for all its business clients, these new additions to its European distribution network should result in a stronger and more unified approach to serving the market.

“This new distribution setup is designed to optimise service levels, streamline operations, and combine the unique strengths of each partner to better support

your needs,” Pipedream said in a statement announcing the change.

“By working together, we can ensure that both physical retailers and online shops benefit from faster access to Pipedream products, along with enhanced sales support and resources. Each distributor brings extensive local expertise. Operating as a group, the distributors will work in close collaboration to ensure that all clients benefit from our collective strengths. This unified network

allows us to provide better market coverage, personalised support, and an elevated service experience.”

After this announcement, Scala ended its longstanding relationship with the manufacturer.

Scala told its customers: “This change provides us with the opportunity to enhance our product range, focusing on our own brands, so we can offer you even better margins and an improved price/ quality ratio.”

‘Softest material in Tenga’s history’ debuts in new Puffy Series

Tenga has added two new variations to its Puffy Series, and they use the softest material in the company’s history. Tenga says its Puffy is the “culmination of the pursuit of the ultimate soft sensation” and the soft elastomer “provides an unprecedented seductive feel of irresistible and tactile sensations”.

Two types of internal details have been designed to be larger and thicker than the previous models. One is arranged into spiral weaves that intertwine with each other to create an entangling feel, and the other contains large spheres covered in ribs that, Tenga says, allows its users to fully sink into and enjoy the luxurious softness.

Rika Adachi, global marketing manager at Tenga, said: “Soft, seductive, and silky smooth, we’ve made some key upgrades to the Tenga Puffy Series to combine the softest comfort with irresistible stimulation. The user is able to take their pleasure to new heights and experience super soft sensations unlike anything they’ve ever felt before.”

There are now five different versions of Tenga Puffy: Latte Brown, Mint Green, Sugar White, and the new Custard Yellow and Strawberry Pink.

For more information visit eustore.tenga.co/en-gb

Industry heavyweights in patent dispute

Satisfyer recently issued a statement claiming victory in a legal dispute heard in a German court. The statement, headlined ‘Court convicts LELO of patent infringements’, reads as follows:

“This is a significant victory against LELO, fully supporting our position and emphasizes the validity of our patents: The court confirms that products from LELOi AB and LELO Europe GmbH infringe on the patents of EIS GmbH.

“On July 25, 2024, the Düsseldorf District Court ruled that LELO products Sona, Sila, and Enigma infringe on the patents of EIS GmbH. EIS primarily utilizes these patents in Satisfyer’s pressure wave vibrators.

As a result of this ruling, LELO is required to cease distributing the infringing products within the jurisdiction of the court’s decision, provide EIS with information about all distributed products and their recipients, and pay damages for the distribution of patent-infringing products.

“Previously, on October 18, 2022, the European Patent Office had rejected the opposition filed by LELO Europe GmbH against our patent. Both decisions provide strong support for our ongoing legal proceedings against LELOi AB, which are pending in Sweden, Australia, Canada, and other European countries.

“LELO has appealed both the decision of the European Patent Office and the Düsseldorf District Court. However, our patent and legal attorneys remain confident that the clear decisions already issued will be upheld on appeal.

“We feel more than validated by the Düsseldorf District Court’s decision and are now offering former dealers

of our competitor LELO, and other providers who refrain from infringing our patents, the opportunity to cooperate with us regarding our Satisfyer products.”

When contacted by ETO for comment, LELO issued the following response:

“In an unfortunate recent legal development, a German court has ruled that certain LELO suction devices infringe upon EIS GmbH’s patent. This decision highlights the ongoing complexities and challenges within the competitive intimate wellness industry.

“The first instance decision that was rendered by the Regional Court of Düsseldorf in the patent infringement case concerning EIS GmbH’s patent EP 3 228 297 (“Pressure Waves Massage Apparatus”) (“EP’297”) against LELO on 25 July 2024. In its decision, the court held that the LELO products SONA, ENIGMA and SILA infringe EP ‘297. The reasoning for the determination of patent infringement is, in LELO’s opinion, kept brief, does not address all of LELO’s arguments, and fails to appropriately distinguish between the different product types.

“LELO thoroughly disagrees with the court’s decision and has immediately filed an appeal against the first instance decision, which will be decided by the Higher Regional Court of Düsseldorf. Importantly, because of the bificurated system, the Düsseldorf Regional Court does not have jurisdiction to decide on the validity of the patent. Therefore, the court has not carried out an examination of the validity of the patent. Validity of the patent is subject to the

opposition proceeding before the European Patent Office where LELO challenged the validity of the EP ‘297 (which proceeding is currently in the appeal phase after the EPO has confirmed the validity of the patent in the first instance). LELO will consider filing a nullity action of the patent in question in Germany and, if needed, other European countries in case of a negative outcome of the appeal proceeding.

“LELO would like to make known that the judgment of the Düsseldorf Regional Court only applies to patent infringement actions in Germany; it has no bearing anywhere else in the world, including the EU. Accordingly, LELO customers and clients outside of Germany will not be impacted by this ruling in any manner whatsoever at this point in time.

“LELO will make itself available to all German partners to discuss business plans moving forward with regard to suction devices. The company remains dedicated to its mission of delivering highquality, innovative products to its customers.”

The impact of this case on the broader industry and on future innovations remains to be seen as both companies pursue their respective legal strategies. ETO will keep you informed of additional developments as they occur.

Sweet new selection from Magic Silk

New from Magic Silk is Hazy Dayz/ Gummy Bear Juicy, which the company describes as ‘a candycoated delight made to satisfy those special cravings’. Neon bright, multi-colour gummy bears are printed on black stretch mesh, in both a sheer stretch mesh and soft stretch Lycra jersey.

“Blacklight reflective ink suffuses this very cute confection, made even tastier by a selection of luscious accessories such as adjustable tie closures, elastic drawstring details and purl edge finish,” said a Magic

Silk spokesperson. “These beautiful bears can be worn in the bedroom, lounging around the house, or at favourite festivals.”

There are four different styles: Mesh Printed Halter Top & Flowy Hot Shorts, Mesh Printed FrontTie Jacket & Lycra Printed Thong, Lycra Printed Halter Bra & Thong with Mesh Printed Dress, and Mesh Printed Teddy. Also available separately are Mesh Printed Flowy Skirt and Lycra Printed Boyshort panties. Sizes are S/M, L/XL, and Queen.

Power play: new ANOS plug spreads, stretches, vibrates, and electrifies

The RC Power Expander Plug has been added to Orion Wholesale’s ANOS collection of toys specifically designed for anal stimulation.

The multi-function plug spreads, stretches, vibrates, and electrifies, offering eight e-stim modes and eight vibration modes, which can be controlled together or separately using the supplied remote.

“The anus has a lot of erotic potential,” said an Orion spokesperson.

“It is surrounded by numerous sensitive nerves that are connected to the sexual organs.”

The tips of the USB rechargeable twoarmed plug are pressed together prior to insertion and the toy returns to its original

size once it is in the anus. The remote control has range of 10 metres, so it can be used by a partner, and the e-stim and vibrations can also be controlled with the buttons on the toy.

“The plug is made of velvety soft silicone which means that it is easy to insert,” the Orion spokesperson added. “It then pleasantly stretches the anus once it’s inside. Its wide, ergonomic base ensures a safe, secure fit and stops it from sliding in too far as well – for maximum comfort during pleasurable and tingling anal stretching.”

For more information visit

orion-wholesale.com or email wholesale@orion.de

Kheper brings Drink if… concept to couples

The latest drinking game from Kheper Games is Drink if...For Lovers. The fifth variation on the Drink if… theme, this version is said to be tailored toward couples, and can be played by one couple or two or more couples.

Like all Drink if… games, the rules are easy to grasp: roll a die, say “Drink if…” and then read the item next to the number you rolled, which could be something like “Drink if you own any toys that vibrate”. Any player who would say yes does so by taking a drink.

“This game line has taken off because of how easy it is to play and how humorous the content is,” said Kheper CEO Brian Pellham.

“This version combines our successful romance game line with our drinking game line. Couples need to not just have sex together but enjoy spending time together as well. These games also have our unique humour, so things can get dirty and hilarious very quickly.”

For more information email info@khepergames.com

All Around The World

San Francisco, USA

Sex tech start-up VDOM exhibited at TechCrunch Disrupt 2024 as part of Startup Battlefield 200, which is said to be the world’s preeminent startup competition. VDOM was one of 200 startups selected from a review of thousands of applicants to pitch in front of investors and TechCrunch editors.

This year’s Startup Battlefield participants spanned artificial intelligence (AI), software as a service (SaaS), fintech, security, sustainability, space exploration and more.

VDOM founder Glenise Kinard-Moore said: “This recognition not only validates the VDOM as a groundbreaking product but also affirms the strength and mission of our brand.”

TechCrunch Disrupt 2024 was held from 28th -30th October 2024 at Moscone West in San Francisco. Past enterprises launched at Disrupt include Dropbox, Mint, Cloudflare, Fitbit, and Yammer.

Los Angeles, USA

Sexual health and wellness brand Hello Cake has announced the acquisition of Trigg Laboratories, parent company of Wet personal lubricants.

Hello Cake CEO Hunter Morris said: “This acquisition marks a significant milestone for Hello Cake as we continue to grow and redefine the sexual wellness category. Vertical integration gets us firmly to profitability. We will continue to deliver high-quality products at the accessible price points that consumers look for today.”

Dallas, USA

Sliquid is now shipping its new Tsunami ultra-thick gel worldwide. The water-based lube is described as being uniquely formulated to enhance the body’s own natural lubrication, and is infused with Carrageenan, a plantbased seaweed extract known for its skin-soothing properties.

Free from harmful additives, vegan-friendly and hypoallergenic, Sliquid Tsunami is said to be nonstaining, unflavoured, and unscented, and compatible with latex, rubber, plastic, and silicone toys.

“With its innovative water-based, ultra-thick formula, this lubricant ensures an effortlessly smooth experience while protecting and nourishing sensitive skin,” a Sliquid spokesperson said. “Whether your customers are looking for a lubricant that complements their body’s natural moisture or something versatile for use with toys, Sliquid Tsunami is the perfect addition to your lubricant category.”

Tucker, USA

Fort Troff has launched a new blog style magazine, Toy, with adult stars (and real-life husbands), Beau and Nick Butler gracing the cover of the first issue. Magazine stories will be published on an ongoing basis, allowing the reader to discover new kink toys to add to their collection. Also featured will be trending porn stars, exclusive interviews, and topics such as the best and safest LGBTQIA+ travel destinations, fetish fashion, where upcoming hot parties and events are, plus anything and everything Fort Troff related. Content creator Brad Hammer has been brought onboard to collaborate with this new project and Louis Ceruzzi Fort Troff’s owner and CEO commented: “As the commander of the kinky pig army, I was thrilled to bring Brad on board once I learned he grew up on a pig farm in Oklahoma. Kindred spirits! He’s an incredible visual talent and is loved by all the bigname LA porn studs.”

Zwaagdijk, The Netherlands

Honey Play Box has entered into a new partnership with Eropartner Distribution. The company says this collaboration marks a major milestone in Honey Play Box’s expansion into the European sector, putting it amongst the biggest names on the market.

Honey Play Box will be showcasing its products exclusively within Eropartner Distribution’s booth at upcoming industry events, rather than hosting its own.

“Honey Play Box is excited and honoured to partner with Eropartner Distribution,” said global sales director Vincent Renou. “Their commitment to excellence in sexual wellness aligns perfectly with our own.”

Berlin, Germany

The organisers of the SX Tech Conference have announced that 2025’s event will be ‘a three-day carnival of tech, pleasure, and good vibes’ and, more informally, ‘like Burning Man met TED Talks and got married in the Berlin Kit Kat club’.

The event will take place in Berlin, Germany, from 4th – 6th May 2025 and early bird tickets can be purchased from https://tinyurl.com/ yeyv9nbd.

The action starts on 4th May with a Welcome to Berlin VIP CEO brunch and the following day will see the Expo Extravaganza. This will include talks, workshops, panel sessions, performances, and a pleasure expo and market.

The grand finale is on 6th May with the SX Tech Conference. “This day is for the professionals who are serious about networking, making deals, and finding the next big thing,” the organisers say.

Sponsorship and partnership opportunities are available. Email hello@sxtech.eu to discuss.

Malaga, Spain

The organisers of EroFame have announced that the proposed addition to the 2025 calendar – a new show in Malaga, Spain – has been cancelled following discussions with key industry and retail figures.

In a statement, the organisers cited challenging times for the industry, adding that just one strong and large show in Europe will better serve the needs of exhibitors and visitors. And that show will be in Amsterdam, the Netherlands: “This decision has been made consciously and out of respect for the economic situation of customers,” the organisers said. “EroFame 2025 will be a relaunch with many new features. As well as taking advantage of the excellent transport links from Amsterdam’s international airport and Central Station to the RAI exhibition centre, exciting seminars and workshops are planned alongside the trade fair. The social programme in the Dutch capital will also be varied, with beach parties and canal cruises just some of the entertainment on offer.”

Bottighofen, Switzerland

Following discussions held at EroFame, Pjur and Swiss wholesaler P.ART GmbH have signed a distribution agreement. P.ART will now distribute the Luxembourg manufacturer’s lubricants in Switzerland and Liechtenstein, and Pjur says this new partnership marks an important milestone for the brand. It will also make it easier for local retailers to access Pjur products. Alongside a wide range of Pjur products, P.ART will also distribute Pjur marketing materials and host regular training events. The Pjur MED range is not affected by the new partnership, and the Swiss healthcare sector will continue to access these products via the current specialist wholesalers.

Paris, France

A selection of products from Lovehoney Group are currently starring in a Paris exhibition devoted to intimacy. ‘L’intime: de la chambre aux réseaux’, curated by Christine Macel at the Musée des Arts Décoratifs in Paris, delves into the history of privacy and intimacy from the 18th century to the present.

It features 470 works, including paintings, photographs, and decorative art objects, and traces the evolution of the private sphere, with themes of the bedroom, sexuality, and beauty interwoven throughout.

Among the highlighted works are We-Vibe’s Nova 2, Vector +, and Sync 2, alongside Womanizer’s Liberty 2, Premium 2, and Womanizer Wave. “These innovative toys depict the intersection of design, technology, and pleasure, showcasing how sexual wellness products contribute to conversations about intimacy in our modern world,” said a Lovehoney Group spokesperson. “This exhibition offers a unique opportunity to engage with the evolving narrative surrounding personal experiences and societal perceptions of intimacy.”

The exhibition runs until 30th of March 2025.

Making the most of

How important is Valentine’s Day for retailers of erotic goods? The short answer is ‘very important’ and the long answer is ‘very very very important’, as Dale Bradford explains…

Christmas is the focal point of most mainstream retailers’ calendars, with marketing efforts, promotional activity, and stock purchases planned up to a year in advance and synchronised to get the tills ringing like Jingle Bells. For specialist retailers of pleasure products however, Christmas is just the mid-point of ‘the season’, which begins with Halloween and culminates with Valentine’s Day. And what a day to end the season on. The 14th of February festival we all know and love started life as a feast day honouring a third century martyr named Valentine. Accounts vary, but – in a nutshell – he was apparently imprisoned by the Roman Empire for ministering to Christians and, on the eve of his execution, he is said to have written a farewell note to his jailor signed ‘Your Valentine’. This unlikely origin story has grown into a day that celebrates love. Not just love between couples, though

that’s obviously where a lot of the big money goes, but love in all its forms and flavours.

Within Europe, the country that flashes the most cash on Valentine’s Day is the UK (an estimated £1.37 billion was spent on loving-related gifts and activities in 2022), followed by Germany, France, and Italy. Of course, that doesn’t necessarily mean that Brits are the most enthusiastic lovers, it’s more likely because the tradition of couples presenting each other with gifts and cards at this time originally developed in 18th century England, so it’s had longer to become embedded into society.

Another contributing factor might be that buttonedup Brits are likely to hide behind the occasion to communicate their affection for their significant others, through the mediums of chocolates, flowers, jewellery, dining out, and romantic getaways, as opposed to, you know, outwardly expressing their emotions – but we’re veering into stereotypes here…

Some European countries have turned up fashionably late to the Valentine party: for instance, an ad campaign by a department store chain introduced the concept to Spain in 1948 (the campaign in Spain was started by a

chain), and it only really gathered momentum in Poland in the 1990s. And while it’s celebrated enthusiastically in Denmark and Norway, their fellow Scandis in Sweden are pretty ambivalent about the whole thing, with a 2016 survey revealing that only 50% of people planned to buy their partners presents, possibly as a result of the festivities – called All Hearts Day – only being introduced to the country in the 1960s. Other rebrands include Finland (Friends Day) and Portugal (Day of the Enamoured), and outside of Europe, not only does the name change but in some territories so does the date.

The gift of love

While pleasure products will be purchased at Christmas, anecdotal evidence suggests more will change hands around Valentine’s Day. Lovers don’t tend to unwrap their Valentine gifts in front of granny and a gaggle of noisy nieces and nephews for a start, and 14th of February offers more scope – expectation, even – for exchanging sexy things than the wholesome 25th of December.

“What did your husband get you for Christmas?”

“An air fryer.”

Acceptable.

“What did your husband get you for Valentine’s Day?” “An air fryer.”

Unacceptable. Grab your coat and the kids, I’m taking you to see a solicitor.

In recent years, the Valentine’s Day romance/sexy scales have tipped towards the latter, with a contributing factor being Universal Pictures’ decision to schedule the release of the first Fifty Shades of Grey movie for 13th February 2015.

Weeks before it arrived in cinemas, the public was primed for what was to

come through blanket media coverage, all of it focused on the salacious content.

Morning TV magazine shows put together ‘Bondage for Beginners’ sections, talk shows fought to get the movie’s stars as guests and, in their absence, any old ‘sexpert’ would do. London Fire Brigade announced it was bracing itself for an increase in callouts from people getting trapped in handcuffs or cock rings; adult dating sites reported greater interest in BDSM categories; the always-opportunistic bookmakers Paddy Power offered a series of bets surrounding the release of the film, such as Anastasia being the top baby girls’ name and Christian being the top baby boys’ name the following year; restaurant chain TGI Friday’s created a limited-edition cocktail called Mr Grey Screaming Orgasm; hotels promoted Fifty Shadesthemed weekend Valentine packages (with Seattle’s Edgewater Hotel’s offering including a helicopter tour and the use of an Audi R8 Spyder during guests’ stay); and – the sound of a barrel being scraped here –Unilever introduced a ‘sexy’ ad campaign for its Surf laundry detergent called Flirty Shades of Surf. That barrel got scraped plenty more times over the coming years, but the overall result of the coverage of the movie, and its successors, was to associate Valentine’s Day with racier presents than a box of Cadbury’s Milk Tray.

Perhaps a nervously offered Fifty Shades of Grey Sweet Anticipation Faux Feather Tickler acted as a gateway gift for the same brand’s Greedy Girl rabbit vibe? Or the media coverage gave more people ‘permission’ to exchange pleasure products on Valentine’s Day?

Lovehoney commissioned a survey of 1,200 Fifty Shades of Grey Official Pleasure Collection customers in 2015 and three-quarters of those questioned had tried bondage for the first time after seeing the film, prompting them to search out bondage items to purchase, and almost half (49%) became more experimental in the bedroom.

The other 51%

If we assume that the above-mentioned 49% are familiar with stores like yours, what about the other 51%? A significant number of these people will have never ventured inside a specialist pleasure product stockist before, so any business you get from targeting them – and Valentine’s Day is the perfect time to do that – will be incremental.

How do you do that? Well, you can start by being approachable.

If your store is welcoming and the staff are friendly then new customers who venture inside for the first time could become regulars. Even better, if they are happy with you, they might tell others.

The obvious place to begin is the shop window, if you have one (and you won’t be breaking any bylaws by dressing it up all sexy). It should go without saying that it, and its surrounds, should be clean and in good repair, and perhaps a fresh lick of paint might be in order?

As for your visual merchandising – your literal window dressing – ideally you want to present yourself as the home of romance for this exercise, so red lingerie on mannequins, scattered rose petals, and boxes of expensive chocolates will help set the scene. In addition to dressing the inside of the shop appropriately, retailers with in-store audio/video equipment should set the mood with playlists of romantic songs (or compilation CDs such as Now That’s

What I Call Love if you are a Spotify non-conformist). No AV equipment? If you have POS monitors, showing classic romcoms such as Love Actually would be a good alternative. A scented candle (positioned somewhere safe where no customers can knock it over) will also help with the ambiance. Valentine’s Day gives retailers an excellent opportunity to seek customers out in advance and lure them in. Every local community will have groups who meet up on a regular basis. Asking Google variations on ‘What women’s groups are in [my local area]?’ will give you an idea of who meets where. In addition to formal, well-established groups such as the Women’s Institute, in my area there are groups devoted to books, writing, wine, and running, for instance, and a deeper dive would, I’m sure, reveal more.

Why not approach them with an offer of private viewings for their group, when the shop is closed? If that’s too forward, a good old fashioned ‘Valentine’s Day special: 10% exclusive discount for members of [your group]’ voucher might be welcomed. Now is the time for your social media accounts to earn their keep. You might be able to highlight the softer side of your product mix on Instagram, Facebook, and TikTok and you should certainly be promoting your

business on them. You could also invite your followers to share their romantic pictures or anecdotes with you, with prizes for the funniest/sauciest/most touching. If you have the space in-store, a creatively designed Insta spot where customers can take pictures to share on social media will also spread the word. Stuck for inspiration? Google can, once again, be a good starting point.

Do you work with local influencers? If not, it might be worth exploring. Getting someone who is follower-rich to share your Valentine gift ideas would be a great way of broadening your reach.

If you have a customer database, sending out personalised emails containing gift recommendations based on past purchases, and offering exclusive deals, and limited time incentives will cost you nothing except your time.

And now would be a good time to consider working collaboratively with other non-competing businesses that are also synonymous with Valentine’s Day, such as florists, jewellers, and restaurants, and cross-sell. Would a free red rose from Freddie the Florist with any pleasure product purchase sweeten the deal? It absolutely would, especially if Freddie was handing out to his customers vouchers – or a small, branded sample of something non-contentious, such as massage oil – for your business.

Inside the store, set up a separate area for your Valentine’s Day recommendations, but don’t restrict it to couples. Self-care and self-love should be equally embraced, and ‘sensual cosmetics’ should prove universally popular. These include pheromone infused fragrances, sexual enhancers, and bath and body products from brands such as Bijoux Indiscrets, Classic Erotica, High On Love, Kama Sutra, Shunga, and Orgie. The really good thing about these items is they are consumables, so if the customer enjoys their experience there is a fair chance they will be back for more.

And if you can offer a gift-wrapping service you will endear yourself to a multitude of men who, many surveys suggest, tend to leave buying presents to the last minute.

Do all the above, and when people ask, ‘What did you do for Valentine’s Day?’ you should be able to respond with ‘Made lots of money’.

Bendable Thumping Wand (Orion

Wholesale)

The flexible massage head of this device can also be used to treat tension, should the giver wish to emphasise its more innocent side. Less innocently, it has a motor at each end, with the rose offering 10 thumping modes while the shaft has 10 vibration modes.

Bubblegum

Play Kit (Bijoux Indiscrets)

This range is designed ‘to ignite passion and elevate intimacy’ so it’s very on trend for Valentine’s Day. 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.

Bouncy

Bliss (Net1on1 Wholesale)

For those who want to treat their partner – or indeed themselves –to something a little more exotic than a conventional vibe, Bouncy Bliss is a hands-free, remotecontrolled sit-on sex toy packed with features and customisable options.

Cupids Beau Unihorn (Creative Conceptions)

Unihorns have become hugely popular, so Cupids Beau already has an audience, with some people collecting every new arrival. Add in the Valentine connection – Beau’s tagline is ‘the heart nosed one’ – and it should be a winner.

Dot Travel (LELO)

For those planning a Valentine getaway, clitoral pinpoint vibe Dot Travel would be a most agreeable companion. It features Infinite Loop technology, that guides users to precise climaxes, transferring revolutionary motions through its soft and bendable tip.

Dual Vibe! Kissable Liquid Vibrator (Orgie)

Fancy a cocktail? Orgie’s intimate arousal gels combine instant vibrating sensations with a selection of familiar flavours, including Piña Colada, Sex On the Beach, Gin and Tonic Lemon, and Gin and Tonic Strawberry.

Doxy Hot Pink (Doxy)

This hot neon pink Doxy Die Cast with glitter finish was created specifically for Doxy’s 10th anniversary, and a percentage of its sales are donated to Breast Cancer Awareness. And just like every Doxy, it’s robust and packs a considerable punch.

Erotic Heart Mini (Tease & Please)

This heart-shaped box is just three inches across so it can be taken practically anywhere. Inside are 21 intimate challenges (written in English, German, Dutch, and French) designed to give mutual pleasure to the couple undertaking them.

Perfect Pair 2 (Satisfyer)

The humble cock ring continues to evolve and this hi-tec example boasts 12 vibration programs – but it’s not just a cock ring. It’s been designed to double up as a finger vibe, with vibrating tips that stroke the clitoris, or indeed any other erogenous zone.

Her Ultimate Pleasure Max (Pipedream)

For those who like to be pleasured in more than one place at a time, Her Ultimate Pleasure Max combines simultaneous licking, sucking, and tongue tickling, with an extra-long suction hose that puts the user’s partner in total control.

Rose Petal Sexy Surprises (Kheper Games)

A set of over 100 rose petals that the customer can write on, with the included white pencil. The idea is to write a single word on each petal and leave a trail towards a reward, be it a romantic bath for two or something sexy in the bedroom.

Rose Buddies: Rose Purrz

Liberty 2 Iggy Azalea Edition (Womanizer)

The multi-award-winning Iggy Azalea is one of the bestselling female rappers in the world, with fingers in many pies, so adding her name to Womanizer’s popular Liberty 2 will ensure the product stands out in a very crowded market.

Pro 2 Kiss (Satisfyer)

Small enough to fit into a handbag and designed to look like a lipstick so it can hide in plain sight, the Satisfyer Pro 2 Kiss features the new 4D Magnetic Power Engine which stimulates the clitoris with silent yet powerful pressure waves.

There is no shortage of ‘rose’ style pulsing toys, but the peach colour of this one is unusual, and allows the giver to add a ‘Hope you have a peachy Valentine’ message. The specs appeal too: it’s USB rechargeable, water-resistant, and offers 10 settings.

Sync O (We-Vibe)

Sync O marked a huge change to the classic We-Vibe design, the biggest since the original practically created the ‘couples’ toy’ sector. Its shape ensures it stays in place, even in the absence of a penis, making it perfect for solo as well as partner use.

Hannover’s last hurrah

2024:

After 14 years in Germany – 13 of them in Hannover – EroFame is upping sticks to pastures new for 2025. Did the 2024 event end with a bang or a whimper?

As you’ll no doubt have heard, the next EroFame – scheduled for Malaga, Spain, in April 2025 – has been cancelled. The organisers of EroFame say this is a result of discussions with key industry and retail figures, who no doubt all said the same thing: when it comes to shows, sometimes less is more. So next year there will only be one EroFame, in Amsterdam in October, leaving EroSpain in May as the only European B2B event in the first half of the year. But enough about 2025, what about 2024? The 14th –and final – EroFame to be held in Germany closed its doors on 27th September with the organisers issuing a

statement saying feedback from exhibitors indicated the show was ‘a complete success’, with visitor numbers said to be around the same as the previous year’s.

Some exhibitors have also come out publicly and said the show was good for them, but others ETO contacted for ‘on the record’ quotes politely declined to comment.

“Many expressed that they were looking forward to a new location next year,” said ETO MD Jason Dante.

“While attendance did feel lighter, those who came did so with purpose, and it was clear that the quality of conversations took priority over quantity. Although there weren’t as many discussions, the ones that did

happen were valuable and productive.”

He elaborated: “2023 was my first EroFame, and the difference compared to 2024 was clear. While the individual stands and the red carpet in the main aisle stood out, the lack of carpeting across the rest of the floor gave it a less polished feel, and walking on the hard surface took its toll after the first day. That said, the quieter aisles allowed exhibitors to spend more quality time with the visitors who were there, leading to more meaningful conversations and stronger connections.” Exhibitor numbers were noticeably lower compared to 2023, with some unfamiliar names appearing

Torsos and dildos on display

on some stands. “There was an increased number of Chinese companies exhibiting,” noted Jason. “I recognised many from API Shanghai in April. Some long-standing exhibitors expressed concerns about the global shift and indicated they would prefer EroFame to maintain its strong European focus moving forward. API Shanghai and AAE Hong Kong also had their own stands, promoting their upcoming shows in Asia.”

Stand and deliver

As a former B2B event organiser himself, Jason took more interest in exhibitors’ stands than perhaps most visitors would: “While Satisfyer’s stand was not the colossal two-tier, ‘host a one-million-euro party on’ size of last year, it was still an impressive outing for the event and Pjur didn’t disappoint with their customary large main aisle stand. While Scala and JoyDivision had large stands I felt they could have benefitted from being further forwards of the hall. Scala did also have some of its subsidiaries on their stand such as Leg Avenue and Taboom, and CalExotics also had a spot there with two product walls. ONE-DC’s two stands at the front

cleverly had the main aisle between them and had hot pizza delivered towards the end of each day – coupled with cold beer, this was a winner.”

He added: “FUN FACTORY’s stand was a marked improvement this year with a much more colourful design and ‘fun’ element to it. Beanbags replaced chairs and all product displays were lower, encouraging visitors to sit and talk more. Tenga won best stand at EroSpain and they continued with the clean cut theme at EroFame. While it didn’t win them an award this time, it was certainly inviting and made product viewing very easy. E-Stim’s stand design of K.I.S.S (Keep It Stupidly Simple) again worked well as their stand was well positioned, open two-sides, and had a straightforward display of their products. Orgie produced another winner with their sleek black and gold theme and was very welcoming. Creative Conceptions produced a slightly smaller stand compared to 2023 but utilised the space incredibly well and had an impressive amount of products on display. The stand was very welcoming and the team as warm as ever.

“However, the clear winner had to be Orion. Their island stand was easily segmented into reception

Pjur founder Alexander Giebel

ONE-DC stand

Vincent Renou, Honey Play Box

Orgie stand

desk on main aisle, large product wall to one side, bar to the other, and meeting tables in the centre. They also had a number of their partners, including Pipedream, Svakom, and Lovehoney, stand sharing and this was done well through partition walls, although it didn’t leave much room for private or price sensitive conversations. Still the clear winner though.

“I will say, from a personal perspective, they used a new stand modular build configuration which meant the support poles were on the inside of the shell stands and while the untrained eye might not have noticed, it was noted by some exhibitors that they were cumbrous as people kept hitting them, they obscured the products, and made pictures a challenge. The stand spotlighting was tricky as it produced too much light at the top and made the bottom shelves too dark – a photographer’s nightmare.”

Stand sharing has always been a feature of trade shows, and this year saw an increase in brands opting for this approach. Jason sees the benefits: “It’s great to see more companies present, even if they share space.

It allows for stronger collaboration and visibility.”

While private conversations can sometimes be a challenge, Orion managed this better, and Eropartner’s stand, though having fewer partition walls and seating, still offered an inviting layout. The cohesive design and unified colour scheme created a seamless experience, with the distinct display walls clearly highlighting each partner’s presence. Brands on this stand included Honey Play Box, SVibe, Nexus, and JO.

“While this does give smaller companies the muchneeded opportunity for exposure, it was surprising to see such big brands stand sharing.” Jason said. “However, this was the final Hannover year and everyone was aware of that. But if stand sharing was to become a regular occurrence, it might force organisers to increase the price per sqm.”

As Jason observed, stand sharing did at least ensure that more brands had a presence at the show, but there were some big names missing altogether. Jason felt this made it difficult to gauge forthcoming trends and fully evaluate the market temperature: “As well as

the big names, it was also unfortunate to see so many of the smaller boutique companies absent as they really add to the event’s appeal.”

Getting a grip

Despite the absences, there was no shortage of new product on display, and one that particularly caught Jason’s eye was the Tingon M1. This new male masturbation device has such a clever design that one wonders why no one else has done it previously. Imagine a motorcycle-style handlebar, with the spasm chasm located in the centre. The user holds one end of the handlebar in each hand and, as with motorcycles, twisting the ‘throttle’ gets the motor running. It’s packed with hi-tec features, but the intuitive way it is held and used might well be its biggest innovation.

“My personal prediction is that this will become a bestseller in the male market,” enthused Jason. “It really encompassed pleasure, fun, and it was very comfortable to hold. It was also incredibly powerful on

FUN FACTORY stand

Tenga stand

the highest setting. The same company’s Anal A1 plug was a little intimidating to even hold, given its bulbous size/weight, and even more so when activated.” Also worthy of note was the Kink Club Collection by Secret Dome. This line can perhaps best be described as portable BDSM cabins, in a variety of sizes and configurations – perfect for the Dom on the go.

“Having climbed into the Scandale dome it was easy to see the appeal if you wanted some naughty fun with a partner or two/three,” said Jason, “but also just for some quiet time out.”

He continued: “I was also impressed with the INTT Cosmetics collection, which was presented in a clear and colourful way. And while it wasn’t a new product, their bubblegum flavoured vibrating lube also left a lasting impression. I had a pea-sized amount applied to the back of my hand and a small lick later my tongue was tingling. Two minutes later, so was the roof of my mouth. I could really see the appeal.

“The Iroha range from Tenga was also a delight: lead designer Gemma gave me a guided tour of the products, explaining the significance behind the designs, and demonstrating their features, such as mimicking heartbeat and whale song. The Iroha Koharu, with its soft colours and sleek design, was designed for first time toy users, and the head of

the toy cleverly resembles an unopened flower bud.”

Life-sized love dolls were widespread and for those without the space, or budget, to get a whole doll there were hordes of heads, loads of limbs and a ton of torsos to be found. Fantasy-style todgers were big news this year, with Orion having a particularly impressive selection of Beasty Cocks on display, and those seeking to purchase liquid aromas or condoms had no shortage of options, including RedFun, Lockerroom, Pasante, and Mister Size. The novelty condoms in clear domes from Condomerie were particularly striking and would look fab in a retail store. Other highlights included Orgie’s beautiful sensual cosmetics, Kiiroo’s new dildo attachment, the latest additions to Creative Conceptions’ Unihorn range, and CalExotics’ Naughty Bits: Muff Shroom, Yum Bum, and Dickin’ Donuts would certainly liven up dinner with the in-laws.

In summary, EroFame 2024 may have been more intimate than previous years, but it continued to offer fresh insights and valuable networking opportunities. So, to answer the question in the introduction – did it end with a bang or whimper? – the best answer is probably neither. It wrapped up with a sense of anticipation for the changes and opportunities that 2025 will bring.

INTT Cosmetics stand Kink Club Collection by Secret Dome

Orion Wholesale’s Magic Shiver 2024 advent calendar

Scala stand

Family ties

What happens to your business after you’ve been running it for several decades? You can slowly wind it down, sell it – if you can find a buyer – or you can keep it in the family, as Paul Smith discovers…

The generation which built this industry is now approaching retirement age, and some are choosing to pass their businesses on to their grown-up children, rather than seek a buyer. And we’re not just talking about small businesses here: one example where this has happened is Californiabased Doc Johnson, one of the world’s largest manufacturers of pleasure products. Doc Johnson began trading in 1976 and Chad Braverman, son of co-founder Ron, told me: “Doc Johnson is absolutely a family business, but our family is small. It’s just Ron and me involved at the office, but of course the whole family is supportive. I’m

very fortunate to be an only child, so there wasn’t any sort of Succession-type fights for control. Right now, the transfer is basically complete. While Ron is definitely here and available in an advisory role, I run day-to-day operations of the company. The plan has been in effect for around 20 years, and there was never any doubt that this is what I’d do. No exit plan yet!”

I asked about the pros and cons of the situation and Chad responded: “For me, it’s mostly positive. Obviously egos and disagreements can happen, but Ron and I have worked extremely hard to be able to separate work and family matters. When we’re spending time together with the family, we don’t talk

shop, and that has made all the difference. There may have been alternatives for Ron, but for me, this was it. I worked throughout every department in the company and went to school to learn how to do business. I feel immense pride in my ability to continue something that my father began nearly fifty years ago and worked hard to build.”

Chad concluded: “The pleasure product industry is really not that shocking in this day and age. While Ron could catch some side eye in the past in certain groups, now when people find out what I do, they’re much more likely to ask for product than be judgmental.”

Doc Johnson’s Ron and Chad Braverman

A younger Ron and Chad

Creative Conception’s honorary Chief Woofer and Wellbeing Officer, Kobe

Creative planning

Jane Bowles of Creative Conceptions and Skins Sexual Health told me: “As founders of the companies, [husband] Richie and myself continue to take an active part with Richie focusing on Skins Sexual Health and me on Creative Conceptions. Our combined expertise, built over more than 20 years in the industry, drives innovation as we work closely with the next generation to develop exciting new products. Our eldest son, Chris, is general manager, overseeing the daily operations and strategic direction of both Skins and Creative Conceptions. Meanwhile Matthew, our younger son, heads up the Amazon division for both companies, managing its global operations and steering long-term growth – and let’s not forget the beloved grand-dog, Kobe! As our honorary Chief Woofer and Wellbeing Officer, Kobe ensures plenty of cuddles are shared whenever he visits!”

I asked how far along the generational transfer process they were, and Jane replied: “That’s such a difficult question to answer. Richie and I are both just as passionate about the business and still, we hope, have something to add. Having said that, I certainly feel that now is the perfect time to step back and enjoy some other ambitions outside of the workplace. We currently have probably our best ever team around us with strong managers and dedicated, engaged staff, so we’re confident that the business is in great hands.” Jane added that keeping the business in the family

brought advantages that go beyond just continuity: “It allows us to maintain a strong sense of shared values, trust, and commitment, ensuring that every decision is made with the long-term success of the company and its people in mind. It allows honest and frank discussions that can sometimes only be had knowing that there is unconditional love there.

“With family members deeply invested in both the business and each other, we foster a collaborative environment where innovation thrives, and challenges are faced openly together. A big advantage of a family business is that we also view the rest of the team as part of our wider family. We have always worked hard to try and maintain that close family feeling throughout the company, even now we’re substantially bigger than we were.”

Keeping a business in the family can also present challenges though: “Reporting back on product testing at new product meetings can be a little awkward,” Jane said. “It’s often a ‘fingers in ears’ job for the boys as their mother gives the latest Unihorn the official nod of approval. I also know Chris has never played Monogamy despite it being our bestselling game. It’s because Richie and I wrote it together and who wants to ever think about their parents having sex?”

There can also be differing opinions on the direction of the business to navigate: “We are not always in agreement, but ultimately we’re a tight unit and will always come to an amicable resolution,” said Jane. “We all have the best interests of our companies, customers, and employees at heart – and that that’s something

we’ll always agree on. The boys have always been good mates, and we’d hate for the business to ever come between them so there will be no supremacy fight. They each have different skill sets that complement each other and when combined can help deliver what we hope is a great service to our customers and suppliers.”

Good Vibez

In the next family business I spoke to, the next generation have been there from the start.

Tracey Whitmore of Vibez Adult Boutique in Aylesford, England, told me: “Vibez is myself, son Chris, sister-inlaw Suzie, and my husband Dave. Day-to-day it’s me and Chris in the shop and I plan on sticking around the business and running it with him forever. Although I may take the odd morning off for maintenance!” I’d always admired Tracey and Chris’s working dynamic, and Tracey explained: “We don’t have any friction. There are no staffing issues you might find with retail employees in general – no employee theft – and we share heart, soul, and passion for the business: a mutual understanding of how things should be run.”

Had there been any bumps in the family business road, I wondered? Laughing, Tracey told me: “One of my sons

Creative Conception’s Chris, Jane, Richie and Matthew Bowles

Vibez Adult Boutique’s Tracey Whitmore and son, Chris

Vibez Adult Boutique

The Bowles family

was a bit prudish about the whole business setting up, especially when he would bring his mates round after school and there would be a line-up of sample dildos on the kitchen table. People are often surprised when they discover Chris and I are mother and son, but to us it is just a beautiful store selling beautiful products, so it has never bothered us. We wouldn’t have it any other way. It also makes us fairly newsworthy and helps send stories viral. Like when we headlined as ‘Mum, Son, and Sex Robot.’

Family Scandals

Ben Hughes of Scandals, a three-strong chain based in the Merseyside area of England, told me that the business had been passed down from his mother-inlaw and father-in-law: “And they still support us today, although they’re enjoying a well-deserved retirement from the day-to-day operations. Their wisdom is still invaluable when we need guidance.”

Ben continued: “Currently, I’m leading the business as the handover process is complete. While they enjoy retirement, I still rely on them for the kind of knowledge that only time and experience can provide. The advantages of keeping a business in the family include a shared vision. We all care deeply about the success of the business because it’s not just a job; it’s a family legacy. Managing personal relationships alongside

professional ones can be challenging but we’ve found a balance over the years. There was a period when all we’d do is talk shop!

“Our deep passion for what we do keeps us firmly focused on growing and evolving the business while recognising the importance of maintaining a healthy life/work balance. We believe we’re in a second phase of Scandals, and we’re excited about the potential for further innovation. Our focus remains on realising those goals.”

Helping any business to reach its goals requires good staff, and Scandals is well aware of this: “We actively encourage our part-time staff to pursue their interests or enrol in courses, providing flexible hours to accommodate their endeavours,” he said. “We want our team members to feel fulfilled both in and out of work. Personally, we also engage in various pursuits outside of the business as we’ve found that occasionally stepping away allows us to gain fresh insights. Ultimately, this balance fuels our creativity, ensuring we remain inspired and committed to our shared vision for Scandals’ future.”

Working with family can also result in some unique bonding experiences: “A few years back we sold a sex doll and delivered it ourselves,” Ben said. “If you’ve never had the pleasure of lugging an adult-sized, silicone and metal-skeleton sex doll around, let me paint you a picture: it’s like hauling a limp, awkwardly

heavy body that doesn’t cooperate. So, when an older gentleman answered the door, we were more than happy to carry it up to his bedroom for him. That’s when the fun really began. We wrestled to manoeuvre the box up the stairs, with sweat pouring down our faces like we were in a sauna. Then we had to assemble the doll. As we’re there, screwing its head around and around trying to find the thread, like something out of The Exorcist, I look over at my father-in-law, and we locked eyes, both silently wondering, ‘Is this really our life now?’ It was one of those moments where you just have to laugh at the sheer surrealness of it all.”

He continued: “Working together as a family means when things get tough, we’re able to navigate problems with a sense of unity and understanding. Knowing that everyone’s equally invested in the business’s success, and in each other, creates a level of support you don’t often find in other workplaces. We can lean on one another for help and perspective, and because we’ve all been through the ups and downs, we know how to face challenges head-on, knowing that no one is facing them alone.”

As Scandals has grown, so has its team, but there is a commitment to retaining the family business feel: “Trust, mutual respect, and accountability are values we hold ourselves to, ensuring that as we evolve, we maintain the same level of care and dedication that got us here,” Ben said. “This is why we incentivise our staff with bonuses beyond a wage, listen to their voices, and allow them to shape what Scandals is and what it can become. It’s important to us that everyone, whether they’ve been with us from the start or are new to the team, feels part of something bigger. Growth is essential, but staying grounded in these principles is what will continue driving us forward.”

Net benefits

Finally, I spoke to Tony Gonzalez of West Sussex-based Net1on1 Wholesale. He told me: “My son, Sebastian Gonzalez, is our sales director and Nicole Gonzalez, my wife, is our buyer and deals with all the admin side of the ordering process as well as the buying itself. To be honest she does far more than just that: she’s the glue in the family and the business. However, I like to think that all our staff feel like they’re part of the family.”

When I asked about a handover plan, Tony said: “When Seb came onboard it was only ever meant to be a short-term thing for him. He’d just finished his university degree and was at a loose end. Fast forward 12 years and he’s still with us and I’d say the driving force behind the business. He loves the industry and is committed to growing the company and making it the best version it can be. He has an excellent work ethic and is a real people person. He’s passionate about ‘the family business’, as am I. I am now in my – ahem – 60s and looking forward to retirement in the next five years. If Seb will let me, that is. Seb’s now a partner in the business and the aim is to hand it over to him when I do retire. If Seb has his way, when I’m 80. Truth is I love this industry, and I’ll find it difficult to retire completely.”

Like Jane and Richie in their new product meetings, Tony and Seb have shared the odd awkward moment: “When I first joined the industry over 25 years ago, my children were very young, so I told them I was in import/export. Eventually, as they got older, they found out. Ironically Seb found out from a friend and came home very upset from school. I asked what was wrong and he said, ‘I can’t believe you’re a porn star.’ So, I

Scandals’ Catherine and Ben Hughes

had to explain exactly what it was that I did, and he was very relieved to hear I wasn’t a porn star after all. Parents’ evenings were always very interesting as the usual reply to what you do for a living was accountant, doctor, or solicitor and when I said sex toy wholesaler, most parents were shocked and surprised and would say things like, ‘I never would have guessed.’ However, most of them, when they were out of the earshot of other parents, would ask if I had a catalogue. Strangely, we never did get invited to participate in Take Your Child to Work days!”

Tony has not encountered any issues running Net1on1 as a family business, which he puts down to the good relationship he has with both Seb and Nicole: “I’m sure that in some families the dynamic would make it difficult if not impossible to work together,” Tony said. “Sure, we lock horns occasionally and according to Nicole, we’re both as stubborn as each other. Having said that, we’ve never fallen out over anything, and I have become better at listening to his opinions. After all he has his finger on the pulse much more than a man of my age can.” But that doesn’t mean Seb has become better at

listening to Tony’s advice: “He takes the mick when I start saying ‘I’ve been in the industry a long time and you should listen to me’ but it’s all light-hearted and we’ve a lot of banter. For me, after the early years of my life, holding down two jobs and working 16-hour days, 5-6 days a week, to support the family and not seeing my family very much, it’s a real privilege to be able to spend so much time with them now. We’re a very close family and we all love spending time with each other, when life allows.”

I asked if there was ever a Plan B. Selling up, buying a yacht, and enjoying retirement in the Caribbean perhaps. Or Plan C: letting the kids fight it out for succession. Tony responded: “Never say never. I’m sure if we were offered a good deal, we’d certainly consider it, or I certainly would. Seb has a lot of energy, vision and passion for the future of the business but I’m sure even he would struggle to turn down the chance of sailing into the sunset on a yacht for the right money! I am not sure about retirement in the Caribbean: I’d want to be closer to our family so Spain would be my choice for retirement. The kids are all happy in their respective jobs and are busy growing families of their own. Nicole and I are now grandparents to two beautiful boys. So there won’t be any friction, they fully expect Seb will take over the reins when I retire.”

It would appear the many advantages to running ‘a family business’ far outweigh any disadvantages, and having a succession plan allows owners to pass on a legacy to someone who will love it, can be trusted with it, and – who knows? – maybe pass it on to another generation in due course.

Did somebody say Just Eat? Spotlight:

Lovehoney Group was thrust into the media spotlight in late September, when it announced it was partnering with Just Eat, and the initiative might benefit us all, as Dale Bradford reports…

It’s fair to say that when the news broke that Just Eat would now be bringing something a little hotter than a curry to its customers, as part of its move into self-care, it raised quite a few eyebrows.

In addition to Just Eat in the UK, Lovehoney Group also partnered with other divisions of the online food delivery platform, including Lieferando in Austria and Just Eat in Denmark, through different local retailers, and more markets will follow in due course. The partnership allows consumers to order toys, lubricants, accessories and gifts through the platform, with exclusive offers and discounts available at key times such as Black Friday and Christmas.

Guido Fambach, EVP sales at Just Eat Takeaway.com, commented: “Bringing everyday convenience to consumers spans every aspect of our lives, and this partnership with Lovehoney Group is testament to that. Self-care is becoming more important to consumers, and we are delighted to service our customers with the expansion of our assortment into the category. As we look forward, we will continue to focus on partnerships that make it easier for our consumers to seamlessly incorporate the products they know and love into their daily lives.”

Deals like this are not agreed over a pint in the bar at EroFame, and initial discussions started back in early February, as Verena Singmann, head of communications at Lovehoney Group, explains:

“The Just Eat leadership team visited our office to learn more about our product range that we wanted to propose for this partnership. It was an excellent opportunity and the excitement was mutual, both teams were highly enthusiastic about the partnership. By the end of September, after several months of planning, we were excited to publicly announce the partnership.”

One of the key challenges in finalising the process was gaining the support of Lovehoney’s retail partners.

“They play a critical role in the success of this project,” says Verena. “Their stores essentially act as operational

hubs, handling key tasks such as order processing, staff training, and product packaging.”

To prevent any ‘my six-year-old ordered a vibrating butt plug’ stories appearing in the media, robust age verification processes are in place, as Verena explains: “To ensure discretion and compliance with age restrictions, Just Eat and Lovehoney will implement several safeguards. All orders will have an 18+ age tag, which will trigger the courier to verify the customer’s age upon delivery. Additionally, products will be packaged in sealed, unbranded paper bags with the itemised receipt placed inside to maintain privacy. Orders will never be left unattended at doorsteps, and if the customer cannot be reached, the order will be returned to the store.

“While we are confident in the age verification measures we have implemented, we understand that no system is completely foolproof. We take this responsibility seriously and are committed to addressing any potential issues proactively. Trusting our customers is also a fundamental part of our approach, and we believe that most individuals will use our service responsibly.”

Access more areas

The success of collaborations of this type should not just be measured in terms of the participants’ initial sales: they offer a very real opportunity to broaden the market for everyone, and not only through the media coverage they generate.

“Our collaboration with Just Eat Takeaway.com is a key milestone in our mission to make sexual wellness products more accessible,” says Verena. “While the media coverage has been valuable, the most compelling reason for this deal is how it helps us expand the market by making it easier for consumers to integrate sexual wellness into their everyday lives. Partnering with a leader in on-demand delivery allows us to reach more people with ease and discretion,

reinforcing the importance of sexual wellness as a part of overall health and self-care.

“While the media coverage has been encouraging, we have a broader range of success metrics in place. We’ll be closely monitoring customer feedback, and the overall growth in consumer engagement with our sexual wellness products. And, of course, we will also look at the number of products sold. If this inspires more people to make sexual wellness a priority, we are happy and have done a good job.

“The partnership is currently in a trial phase scheduled to run for a few months, during which we are keen to observe its progress and success. The initial response has been very positive, with strong media coverage and encouraging sales figures. We have several promotional activities planned to further support the category’s growth.”

As alluded to, the ‘success’ of this endeavour will not just be measured in sales, and Lovehoney’s expectations are a fine example of big picture thinking: “Our expectation with this partnership is to make our products more accessible and reach consumers who may not have previously considered visiting an adult store,” says Verena. “By making the category more accessible through Just Eat, we want to increase its overall visibility and destigmatise the category. We’ve introduced a carefully selected range of

Paper views

Lovehoney joining forces with Just Eat was an excellent example of how the media loves to run a sexy story now and then. I don’t recall the announcement, made several days earlier, that Just Eat was partnering with Boots (to deliver beauty products), hogging many headlines. Nor when it inked an agreement with greetings card and gift retailer Card Factory, back in August. But this story certainly appealed, with major news outlets ranging from the Financial Times to The Sun covering it, and its reach also extended into plenty of less obvious places, such as Global Cosmetics News and Retail Technology Innovation Hub. The FT went with the headline “Food delivery companies’ kinky shift of gear” while The Sun chose

delivering adult toys was a good idea, and the 76-yearold former MP responded: “What is the world coming to? People are having sex toys delivered to their front door with their pizza. Is this what we as a country want to go on with? People of my generation were blessed with a vivid imagination. We did not necessarily need bits of plastic powered by batteries in order to stimulate ourselves.”

Deborah pointed out that her generation was accustomed to products being available on demand: “We are used to phoning and having things delivered to our doorstep, so why not extend it to things like this?” she said, adding: “It’s not just adult toys, it’s things like condoms and lube, and more than half of people are embarrassed about asking for condoms at the pharmacist. And if that means they are not practicing safe sex…”

This valid point was interrupted, first by Dermot poking fun at Just Eat’s Guido Fambach’s name, and then by Alison, who said: “Can I just give a bit of advice? I suggest that people don’t use those products, because the amount of dopamine you actually get, you can’t get from everyday love from a partner in your life. So the more you use those products, the less love and feeling you get from your actual partner. A human can never give you what those machines can.”

Deborah attempted to bring reason to this extraordinary rant by pointing out that not everyone has a partner, but Alison ended the segment by retorting: “Then use what God gave you. That’s what you do, darling.”

According to Google, This Morning’s viewers, said to be just shy of half-a-million each day, have complained about Alison’s forthright comments on multiple previous occasions, and I would imagine this will be another. We’ll leave the final word on this topic to Johannes Plettenberg, CEO at Lovehoney Group: “Sexual wellness is an important part of self-care, wellbeing, and overall health. By partnering with a leader in on-demand delivery, we’re breaking new ground in how consumers can access our products, ensuring they can incorporate sexual wellbeing into their daily lives with ease and discretion.”

And if that happens, everybody benefits.

The FT and Sun headlines

The silent revolution

With the Next Big Thing in pleasure products inevitably being packed with technology, Paul Smith discusses the merits of the less glamorous area of unpowered toys…

No battery means never having a battery go flat at an inopportune moment, leaving the user to finish the job like a shopper plodding up a stopped escalator. No motor means silent or near silent operation, lower manufacturing costs, no bearings to fail, no rotor to seize, and no need for electronics to control the toy. No buttons to stick. No “water resistant doesn’t mean waterproof” conversations with grumpy customers. I sing the praises of the simple unpowered sex toy because they remain the perfect solution for many consumers. With the long winter nights (hello, northern hemisphere readers) already here, children are playing outside less, and opportunities for a little Me Time are reduced. When better to slide open the toy drawer and delve into the quiet, quieter, quietest end of available options? I’ll begin with plugs and other passive butt toys: ubiquitous jewelled metal or typical tapered plastic/

rubber/silicone. Personally, I like to see something with a bit more character. Items from NS Novelties’ Unicorn range catch the eye. Especially the rainbow version of these tailed plugs. Bulletshaped, rounded or given some personality maybe. Doc Johnson’s American Bombshell Destroyer and Rockeye fall into this category. For those who like their anal accoutrements bunny-girl-friendly, fluffy rabbit-tail plugs, looking like something to apply makeup with, are available from NS Novelties too, among many other suppliers. Then you’ve anal beads in their various guises from classic balls on a string to something more of a knobbly probe, such as NS Novelties’ Jelly Rancher T-Plug Ripple. £10.99 at retail, typically. Not too much of a stretch.

to a cam show. An authentic-looking dildo is a versatile item, and I’m bound to mention the King Cock range from Pipedream, TruSkyn from Doc Johnson, and the glossy offerings of Hismith.

Pitching a little lower-end in a market with a wide spread of expectations and thus prices, Doc Johnson’s Classics range covers all the obvious size and style options. Pegging is far from passive, or often silent, but again, lines from this sub-genre make the list. Harnesses from Cheeky Monkey, Nasstoys or Blush cover a range of styles. I might incriminate myself when I say I’ve a friend who recommends the Dillio Body Dock SE from Pipedream. It features a soft silicone finish and a plate to stick any suction-cup toy to.

The dildo umbrella

Also under the dildo umbrella are nonphallic, unpowered ranges which include more exotic materials. Stone and wood are a little niche perhaps but glass (think Gläs, Chrystalino, Icicles, or JimmyJane’s Elara) and metal toys certainly have a passionate following. Especially for temperature-play fans.

Dildos come in every shape, size and colour. Very convincing looking ones, which I always imagine are bought as much for their aesthetics as they are for the practicalities. Stuck to a mirror to be used for blowjob practice, stuck to the boss’s car bonnet to send a message, stuck to a wall to scare the cleaner. Stuck to something to add some partner-free penetration

In the crossover zone are dildos that are phallic, but not human-inspired. So, dog cock dildos, horse dongs, unicorn horns, and tempting tentacles. I’m thinking of CalExotics’ fantasy-themed boxed dildos called Monster Dong, Orion’s Beasty Cocks, The Realm from Blush, XR Brands’ Creature Cocks, or some of Mr Hankey’s Toys’ Fantasy & Sci-Fi range. Silver RoboCock for that Data/Tasha Yar roleplay? ‘Sex Machine’ is available in four ‘fully functional’ sizes. Other oddities include giant dildos and colon snakes. Yes, Alien Sex Beast Phallus is a good name for a band. Domestic Partner’s Ass Midget always gets a mention on a list like this, and for good reason. Hands/fists seem an even more logical choice for insertables than

Doc Johnson’s American Bombshell Destroyer

Mr Hankey’s Sex Machine

Pipedream’s 8” King Cock

gnomes (that hat is an ideal shape, mind) and the fact there are lots of options from many manufacturers backs this up. I see O-Products do some interesting mutant dongs (not the official product name, but I think it trips off the tongue) and since novelty is rarely a mistake I have to mention Icon Brands’ Darth Invader. The Force is indeed strong with this one. Moving up the body, where would we be without nipple clamps? Peg manufacturers would be happier I guess, but something that can be discreetly worn under a bra is probably more useful. Sprung-loaded, screw-adjusted, or even magnetic, clamps can be further categorised as weighted and unweighted, conjoined (usually with a length of chain for a lil sniff of BDSM) or jewelled and meant for display. Yes, vibrating clamps are certainly available, but for most users a simple pinch is enough of a punch at the start of the month or any other time. Similarly, nipple suckers

do have a powered option but that’s mostly for the nursing mother market. For everyone else there’s suction cups and screw-

The passive toy list goes on: Pussy pumps, cock rings, cock cages, Gates of Hell, gags, and deeper into D/s, arm binders, speculums, sounds, pinwheels, those ring things with multiple pulling arms to crank open the orifice of your choice… Clit clips, labia clamps, women’s chastity products, accessories, trappings and paraphernalia: the gritty stuff of an open-minded attitude to pleasure. Prostate massagers might fall into this category. Rebranded as the P-spot, it’s a market finding new devotees. The Aneros Psy, the Pure Wand by Njoy – in shiny stainless steel – and Optimale P-Massager are all passive pals who are fun to be with. If you’ve a prostate. To offer some gender balance – kinda – consider the silicone packers under the Tantus banner. A lot more colour options than you might expect. Which is true of more erect dildos too, of course, including NS Novelties’ rainbow models for the Pride market, and I’m sure I’ve seen the trans flag’s colours used too. It’d certainly make sense for a packer…

insertion. There are even inflatable suction cup dildos available, although everything I looked at seems to be that matt black latex that I suspect will appeal to the gay market more than other users. Brightly coloured silicone inflatables appear to be a market segment waiting to be developed. Something that’s occurred every time I’ve looked at expandable silicone products, like fold-out dogs’ bowls and concertinaing camping drinking

The opposite of inflatables must be vacuum products. Again, not powered but not exactly powerless either. There are plenty of penis pumps designed for the bath and I must mention the Womanizer Wave showerhead. Penis pumps aren’t something everyone carries, but they offer repeat sales when (hopefully) one model becomes too small for the lucky user and they need to upgrade.

‘Model’ reminds me to mention dolls. Not universally passive – and likely to start talking, looking around, and accessing the internet even more than they do already – but usually unpowered, unconnected, and active only in so far as they can hold a pose for the keen photographer.

A shades of grey area

Pseudo-passive items include jiggle balls – no power, no motor, but some movement and a slight noise – and inflatable items, such as hand-pump-equipped dildos, plugs and gags. Not powered, but not wholly passive either. These include such lines as the inflatable enema plug, something called the Accordion XL inflatable dildo, and models with a semi-rigid core to ease

Another often-overlooked ‘active passive toy’ is the squirting dildo. I especially admire CalExotics’ USBpowered Squirting Fuck Stick, and not just for the on-the-nose name. However, its 10 speed options exclude it from my list, so consider the syringe-driven 7” ejaculating dildo from Doc Johnson, or XR Brands’ Jizz Shooter. Pipedream also make some fine examples of the genre.

Icon’s Darth Invader

The Aneros Psy

Doc Johnson’s Jessie Andrews Main Squeeze

For fans of the foreskin, there’s the Get Real by ToyJoy Skin range: silicone dongs with a realistic foreskin which can be retracted, they come in 15cm to 23cm varieties. 6” to 9” in old money. At the very edge of what a passive toy can be are ride-on, self-powered sex machines, such as the Cloud 9 Novelties’ F-Slider Pro, as recommended by Cosmopolitan magazine. Equipped with a Vac-ULock mount with a universal adaptor, it’s powered by body movement and is described as whisper quiet. I’m guessing that’s a self-control challenge of

some sort… XR Brands has the Love Glider, another manually operated, rocking sex machine. There are several different manufacturers of similar ride-ons, or inflatable, bouncy, dildo-equipped furniture.

In the zone

Now we enter the Masturbator Zone – a section of the article with fewer wipe-down surfaces than the name suggests – for me to highlight Tenga, Fleshlight, and Arcwave. Tenga’s eggs are especially useful as a till area product; a colourful collection in an attentiongrabbing display, priced to appeal to the curious. As are the company’s newer Uni range of unisex stimulators. Good for him, her, and they. Doc Johnson’s MainSqueeze gets a nod of respect too. At the other end of the spectrum, there’s lots of body shape toys for penis-owners. Pipedream is especially strong in this realm, offering many bigger ‘Fuck Me’ models. The firm’s PDX range is also well regarded. Bondage and impact play items – is a mask an accessory or an item of clothing? – is pushing ‘toy’ too far, but bondage tape is always a worthwhile consumable to have displayed. I’ve highlighted passive pleasure products’ advantages for the consumer, but what about manufacturers, distributors and retailers? When a big silicone dildo might be pushing £150/€200 or even more, I’m going to say margins are good – even great – since without batteries and motors, controls or charging ports, manufacturing costs are comparatively low. With little to go wrong, the other big benefit to the trade is the lack of returns. The warranty can afford to be generous if the only cause of discolouration is poor storage (namely up against other toys, which might transfer pigment) and there are few other modes of failure. Dishwasher-safe is also a selling point for the modern consumer in a hurry. One-piece toys mean no seams or seals to fail, no glue to find out isn’t as sticky as you’d hope, and again, simplified and speeded-up manufacture. This article has hopefully sparked either a curiosity to look at your unpowered offerings again, or some healthy nostalgia for a simpler time in the world of sex toys, or perhaps both. Users really don’t need a motor to get revved up, a battery to enjoy powerful action, or six control buttons to stay in control. Let’s make some noise for silent toys!

Pipedream’s Icicles 10-function glass g-spot

XR Brand’s Love Glider

Jimmy Jane’s Glass dildo

Doc Johnson’s Ejaculating Dildo

Satisfyer’s Power Balls

New year, new opportunities

JANUARY

As mentioned above, Wednesday the 8th is indeed National Bubble Bath Day, and Monday the 13th is National Rubber Ducky Day – the perfect time to promote the evergreen I Rub My Duckie from Big Teaze Toys.

They say it’s better to look ahead and prepare, than to look back and regret, and that certainly applies to retailers needing a hook to hang a promotion or social media post on. It would be so infuriating to discover that today is National Bubble Bath Day when you’ve got stacks of sensual bath products in stock that you could have promoted if only you’d known about the occasion in advance. (Incidentally, if that’s you, National Bubble Bath Day falls on Wednesday 8th of January in 2025 – so it’s not too late.) Every single entry on the calendar is a ‘day’ which promotes something. Some are worthy but

dull, others are ridiculous but fun, and some are just bizarre – I’m looking at you, Yodel For Your Neighbours Day (30th of January) – and although most will not be applicable to adult retailers, quite a few are. But how do you find out about them? Is there an ICANN-like central authority that is responsible for what’s celebrated when?

Perhaps surprisingly, there is not. It seems that anyone can nominate a day for absolutely any purpose/cause and, if it gets enough support, it gets added to the calendar.

Over the following three pages, you’ll find some suggested occasions you can capitalise on in the year ahead, along with other important dates you might want to add to your wallplanner. You’ll have your own to add too, such as the day you started your enterprise –particularly if you’re celebrating a nice round number of years in business – or you might want to promote your products and services on the back of famous people’s birthdays.

Actress Cynthia Nixon was born on 9th April 1966, for instance. Why should she be celebrated? I’m glad you asked. In the iconic 1998 episode of HBO’s Sex and the City, titled The Turtle and the Hare, Miranda (played by Ms Nixon) introduces Charlotte (played by Kristin Davis) to a rabbit vibe (said to be Vibratex’s Rabbit Pearl). And just like that, sex toys suddenly became a lot more acceptable to a lot more people.

There aren’t too many other occasions worth mentioning in January but as I expect you’ll be gearing up for next month’s Big One, that’s not necessarily a bad thing.

There are three events in America you might be interested in though: Stimulate is on the 15th, and the US trade publications XBIZ and AVN hold their annual bashes from the 16th – 19th and the 22nd – 25th, respectively. For details of these, and other B2B shows mentioned in this piece, please see the Events section on page 8 of this issue.

FEBRUARY

Apart from The Big One on the 14th, the second month of the year is packed with opportunities for the savvy retailer to exploit. Thursday the 13th is Self Love Day, Palentine’s Day (celebrating platonic love and friendship), and Galentine’s Day. The latter originated in TV show Parks and Recreation, where Leslie Knope (played by Amy Poehler) would have brunch with her female friends on the 13th of February.

I Rub My Duckie from Big Teaze Toys

On the other side of The Big One, which falls on a Friday in 2025, is Singles Awareness Day (Saturday the 15th), followed by National Battery Day (Tuesday the 18th) and Handcuffs Day (Thursday the 20th).

National Condom Week runs from the 14th – 21st and the whole of February is National Condom Month. Perhaps Chastity Week (9th – 15th) is also worth mentioning.

MARCH

Erotic World Book Day – 5th of March – was conceived by former ETO columnist Emily Dubberley in 2015, as a way of celebrating great erotic books and writers (5th March was also the mainstream World Book Day, which falls on the first Thursday in March, that year) while also fundraising for sexual wellbeing charity Brook.

Over 200 authors took part in the inaugural event and coverage included spots in The Sun and The Telegraph, plus a number of regional sites which focused on local authors, while #EWBD was mentioned thousands of times on Twitter. I’m not sure if it’s still going, but retailers which sell erotic literature might still be able to piggyback their promotions or social media posts around the day.

Sunday the 9th is Check Your Batteries Day – growing less relevant with each year, admittedly – while Friday the 14th is Steak and Blowjob Day, Thursday the 20th is International Day of Happiness, and Monday the 31st is International Transgender Day of Visibility. B2B events include Altitude Intimates in Las Vegas, USA (17th – 19th), Intimi Expo in Sao Paulo, Brazil (21st – 23rd), and Erofest in Prague, Czech Republic (28th – 29th).

APRIL

Far be it from me to suggest adult retailers attempt to subvert a religious festival but Easter has become synonymous with rabbits… Couple Appreciation Month offers other opportunities, including World Health Day (Monday the 7th), and stockists of Creative Conceptions’ cute Unihorns could turbocharge their socials on Wednesday the 9th (National Unicorn Day). Bum fun specialists have Friday the 18th (Anal Sex Day) to look forward to and Tuesday the 22nd is International Lubricant Day – slide into my DMs. Other days particularly suitable for social media posts are National Lovers Day (Wednesday the 23rd), National Lingerie Day (Friday the 25th), and possibly World Burlesque Day (Saturday the 26th). Lesbian Visibility Week runs from Monday the 21st to Sunday the 27th. There is only one major trade event in April, API Expo, which runs from the 18th- 20th in Shanghai, China.

MAY

The fifth month of the year hosts an occasion with plenty of promise, International Masturbation Day on Wednesday the 28th. This ‘event’ has expanded sufficiently for the whole month to become known as Masturbation May in some places. There cannot be a single retailer who wouldn’t benefit by letting its customers and social media followers know about this, and running a promotion – especially for any overstocked Valentine items that didn’t sell – would help the bottom line at what is usually a fairly quiet time of the year.

May is also Women’s Health Month, and those interested in seeing what concepts they might be dealing with in 2026 and beyond should consider attending Sx Tech, which runs from 4th – 6th in Berlin, Germany. In a nutshell, it’s where sex, technology, and the adult industry converge.

The third annual EroSpain takes place in Barcelona, Spain, from 26th – 27th while those down under can attend Stimulate, which runs from 28th – 30th on the Gold Coast, Australia.

JUNE

As we reach the halfway stage in the year, the big guns are coming out. World Sex Day is Monday the 9th, National Loving Day is Thursday the 12th, and National Doll Day is Saturday the 14th – inflatable or realistic, the latter is surely a rich seam to mine.

And the opportunities keep a-knocking: Sunday the 15th – Saturday the 21st is Everybody Deserves a Massage Week, and the whole of June is both Men’s Health Month and Pride Month.

Warsaw, Poland, is the location for this month’s event: EroChain Expo, which describes itself as “A unique event in the erotic industry, where erotic enthusiasts from all over the world come together to celebrate and discuss their interests.”

JULY

Is it getting hot in here? One would hope so, as July is when National Orgasm Day is observed in the UK, Australia, United States, the Netherlands, Canada, and

South Africa. The 31st is regularly used by brands big and small to promote themselves, their products, and ‘findings’ from research they have carried out. The media appears to be thankful for just about anything remotely topical to fill its pages in the notoriously slow news season, and on previous National Orgasm Days, I have read articles such as ‘Happy National Orgasm Day! 31st July celebrates sex but survey shows most women fake it’ (the Mirror, which based its story around an Ann Summers study). No ‘findings’? No problem! On this day I’ve also seen ‘How to ensure your day goes off with a bang’ (Huffington Post), ‘15 ways to have more powerful climaxes during sex’ (Metro), ‘Don’t get caught up on climaxing’ (The Independent), ‘We need to stop the endless focus on orgasms...and then maybe we’ll have more of them’ (The Telegraph), and ‘Everything you need to know about your sex face’ (Huffington Post, for those seeking an answer to the question ‘What does your orgasm face say about you?).

If you’re reluctant to compete with this degree of puerility – George Bernard Shaw famously said: “Never wrestle with a pig. You’ll both get dirty and the pig likes it” – then allow me to introduce you to the wholesome Independent Retailer Month. Need more information? Visit www.indieretailermonth.com where you’ll learn: “Independent Retailer Month encourages consumers to shop local and celebrate indie retailers, creating more sustainable cities, towns and communities. We do so by providing information showing how a community benefits financially with the jobs created and dollars re-spent within that community.”

Retailers are urged to join the campaign and plan activities and events to increase the footfall in their area. All those taking part have access to a range of free, downloadable materials and resources, from window stickers to press kits, so that they can tell the local community how they will be celebrating their individuality this month.

The big B2B event in July is ANME (Annual Novelty Manufacturers Expo), which will be staged in Burbank, California, from 14th – 16th July. If you want to know what products you’ll be offering your customers later this year, this is where you’ll get to see them first.

AUGUST

The last month of summer starts with National Girlfriends Day on Friday the 1st and goes on to include National Underwear Day (Tuesday the 5th), International Female Orgasm Day (Friday the 8th), National Women’s

One of Pipedream’s Ultimate Fantasy Dolls

Day (Saturday the 9th – and yes, before you ask, there is a National Men’s Day, so be patient), and International Cosplay Day (Saturday the 30th).

August is also Romance Awareness Month and National Anal Health & Awareness Month, and events include Stimulate, in Nashville, USA (4th – 5th), and Asia Adult Expo in Hong Kong, China (26th – 28th).

donates a portion of sales from two of its products to the non-profit organisation ZERO – The End of Prostate Cancer.

Monday 8th – Sunday 14th is Sexual Health Week, Friday the 19th is Talk Like a Pirate Day (included here just because it’s a laugh) and Tuesday the 23rd is Celebrate Bisexuality Day. September concludes

offers sex toy manufacturers a chance to promote their rabbit-style vibes on social media and beyond.

September’s only event is Venus, staged in Berlin, Germany (25th – 28th).

OCTOBER

Breast Cancer Awareness Month allows retailers and manufacturers an opportunity to support a truly worthwhile and relevant cause and CalExotics is perhaps the best example of what can be achieved. In 2016, in conjunction with charity Living Beyond Breast Cancer (LBBC), it created Inspire, a range of female-centric products such as Kegel exercisers, arousers, wands, a dilator kit, breast massager, and an intimate teaser. A percentage of the profits from sales of Inspire goes to LBBC and, during every October, CalExotics doubles these donations.

Friday the 3rd is National Boyfriend Day, Tuesday 14th is National I Love

You Day, Thursday the 30th is National Wicked Day – dedicated to the Broadway musical rather than the Sensual Care brand, but hey, an opportunity is an opportunity – and we end on the 31st with Halloween, which we’ve covered extensively in previous issues. There are two shows in October: EroFame and Ero Expo in Moscow, Russia. EroFame runs from 8th – 10th but it’s being staged

2025 instead of its traditional home in Hannover, Germany. Dates for Ero Expo were unconfirmed at the time of writing.

NOVEMBER

As we get to the business end of the year, there is less need for specific ‘days’ as most retailers should see their sales ramping up anyway – largely as a result of being so proactive all year. If you are still looking for inspiration, Saturday the 1st is Scented Candle Day, Wednesday the 5th is Bonfire Night/Guy Fawks Night and also National Advent Calendar Day, Friday the 19th is International Men’s Day (happy now?), and Friday the 28th marks Black Friday.

DECEMBER

Monday the 1st is Cyber Monday and that’s about it for 2025 unless you want to hijack National Flashlight Day on Sunday the 21st with your PR about a similarsounding device which is used for an entirely different purpose.

I’ll end with a word of caution: not all ‘days’ will be relevant in every country, and the odd inaccuracy can creep into listicles of this type, so please check the occasions/dates you are planning to participate in are valid before committing any resources to them. And if you do spot any errors, or have suggestions for opportunities that we’ve missed, please email editorial@erotictradeonly.com

CalExotics’ Inspire product range

Social Intercourse revisited: TikTok and Instagram

Tabitha Rayne continues her updated series of ‘social media for the adult biz’ articles by exploring how sexy brands can be successful on Instagram and TikTok…

With multiple shadowbans under my belt and even a complete YouTube takedown, you might be wondering what the hell am I doing even contemplating running a series on social media at all? Well, I’m more than familiar with the feeling of demoralisation of all the wasted time curating and developing posts, thinking I’ve followed all the guidelines only to be slapped down with a community standards violation. The terms and conditions seem to change all the time and without warning – what was fine yesterday gets banned today.

I have been obsessing over my Instagram and TikTok feed, celebrating posts from sexual health brands and pleasure

advocates that get through and commiserating with my industry friends suffering account restriction notifications and threats of deletion. Threaded among them are sponsored posts from adult toy brands I’ve never seen before. How are they doing it? Is it about money? Lord knows I’ve thrown enough of it at these channels only to have it cast back in horror at my audacity.

I am at once utterly obsessed and completely infuriated. The last thing I want to do is highlight a pleasure company’s success and ultimately lead to their post being taken down but on the other hand TELL ME YOUR SECRETS!

In the last instalment, Topher Taylor spoke of his success on Tiktok and Insta making beautifully polished content

Rayne

and gaining followers by keeping it very educational and SFW on those platforms. He is well worth a follow and has been collaborating with other sex educators to much success.

I’ve been falling down algorithmic rabbit holes to get more insight into whether there is a system or it’s just absolute chaos and all down to pure luck whether you can master the art of this social sorcery.

Feeling no further forward and with yet another restriction to contend with, I decided to call in the experts...

Little Leaf

Scarlett Ward, social media manager at Little Leaf, a marketing agency specialising in adult brands, offers a lot of advice for those of us trying to navigate it all. We can feel under pressure to post every day, but Scarlett explains it’s about so much more: “Yes consistency is important, but it’s not enough to just create content without having a clear aim. Ascertaining what the brand’s goals are helps to measure strategy,

Tabitha

performance, and ultimately, success. Doing the market research into what the target demographic looks like helps to refine the content to effectively communicate the brand to its users in order to build brand awareness and recall.”  Scarlett offers five key elements to consider when representing your brand on social media.

• Authenticity. Having a genuine personality for followers to bond with helps information to be delivered in a meaningful and trustworthy way. It helps for brands to have an in-house ambassador to front the presence on social platforms. We help clients refine their brand voice and stay true and accurate to the ways in which they want to present themselves.

• Pillars. Content should add value to users’ feeds, and should fall into as many of the following categories as possible; education, inspiration, entertainment, or sales. People are now going advertisement-blind with increasing awareness of when they are being sold to, so it’s now more essential than ever to deliver a product or

service as a solution to a problem that you have identified within your target demographic, and present in a way that doesn’t feel ‘salesy’.

• Look forward. Staying ahead of new functionalities within a platform will be rewarded by the algorithm with further reach and engagement. For example, Adam Mosseri head of Instagram has said that adding music to still images creates a more engaging environment, and can improve the reach of static posts. Mosseri has also said that Instagram is ‘no longer a photo-sharing platform’ and is pushing reel video content, so be sure to stay ahead of your competition with engaging multimedia content.

• When to post. Looking into your audience demographics to see the times of day and days of the week when followers are most active is the most effective guidance, but remember that days of chronological feed delivery are long gone and followers won’t automatically see posts at the time they are published. You are better off creating entertaining and/or sharable content that appears in an explore feed or that has been shared. Be sure to share posts to stories to maximise reach.

• Be alert. Staying on top of flagged posts, warnings and shadowbans. Archive any posts that Meta highlights that may be preventing your account from being shown to non-followers and therefore impacting growth, as this can snowball and result in a deplatforming of the account entirely. Think of creative ways to show the product or talk about spicy topics or products without actually showing it or doing it! Vanillarise copy whether in captions or on the content visuals to censor any language that may get flagged. It is essential to stay up to date with the algorithm changes to ensure you are operating within the restrictions.

While all of this might seem overwhelming, Nina Saini, COO at Little Leaf, explains how working with a company like hers who specialise in keeping on top of everything can take a lot of pressure off, and allow your original message to shine through. She reiterates the point that your brand personality is as important as the product you’re selling and that consumers are savvier than ever:

minutiae of making a post, or worrying about how many views our beautifully curated video did or did not get, Nina says: “The unique element about Little Leaf is we look at the bigger picture and we incorporate this in what we do and how this can benefit the client.”

You might remember Little Leaf’s Love Not War showerhead campaign which cleverly raised awareness of the water wasted by masturbating with a shower. The campaign which teamed up with lots of well-known influencers was very successful and picked up by mainstream media.

“They’re doing their homework,” Nina tells me. “They want to know about the brand values and the people behind it. Consumers are making informed purchases and connect to brands that align with their values on a deeper level.”

Companies like Little Leaf can help with this at any time in your business’s life. “We have worked with clients that are at the start of the journey that need help with the practical side of things from setting up their accounts and community outreach and engagement, establishing what their brand identity is and how this is communicated,” Nina says. “We have also worked with clients that need a fresh perspective and want a MOT on their accounts - this is where we assist with strategy, content concepts and scheduling.”

While we as brand owners might get lost in the

SheSpot

Kalila Bolton, a co-founder with Holly Jackson of the UK-based retailer SheSpot, told me how the company uses social media to build community, educate people and ultimately drive traffic to the site. “Instagram has felt easier to navigate and more familiar, but mainly because we’re active users in our personal lives too,” Kalila says. “TikTok is something we have come to later in our business journey so the learning curve has definitely been steeper. Having said that, TikTok has some serious advantages – the potential for going viral is unlike anything you’ll see on Instagram and the video editing software definitely feels more intuitive.  “One standout benefit of Instagram for us is the

Scarlett Ward, Little Leaf Agency

Nina Saini, Little Leaf Agency

nature of the engagement over TikTok. So far we’ve found Instagram to provide a much clearer sense of community – it’s easier to get to know your followers, we rarely receive hateful comments, and our followers generally feel very comfortable sharing their thoughts and experiences (which can include some spicier DMs!). We haven’t yet seen the same sense of community from TikTok, with our reach feeling very broad and less engaged, but it’s relatively early days still.”

SheSpot have had posts go viral on TikTok, with an educational video about edging gaining over three million views. I asked Kalila if they had an inkling if that post was going to hit a high.

“As is the case for most TikTok videos, you really never know what’s going to go viral. The edging video didn’t jump on any specific trend but instead formed part of our strategy to post more sex education content. We find that on TikTok people either want to be educated or entertained, so we try to create a mix of these content pillars and see what works. It was amazing seeing the edging video go viral and it really supported engagement across all of our other posts too. Our sexologist guides continue to be popular each time we post them so hopefully another one will go viral soon.”

But did this very visible success actually translate into something more meaningful for the business in terms of site traffic and sales?

“We didn’t see an immediate surge in sales after posting. However, the traffic to our website and mailing list subscriptions absolutely increased as a result, which in turn led to sales.

“I think one thing we learnt from going ‘viral’ is that real success on TikTok is quality views over quantity. Whilst it was amazing to have three million people see our content, a number of accounts who viewed the post were not aligned to our usual customer profile, and we received quite a few distasteful comments. The real value from the post was the growth in new followers to our account, who were all much more aligned to our usual sex positive community.

“For those in sexual wellness, I think TikTok is very much a brand building platform and a fantastic way to get eyes on your business. It’s not necessarily going to lead to instant sales but with a strong sales funnel it will absolutely boost traffic and subsequent

purchases.”

SheSpot have a similar number of followers on Instagram and Tiktok but see a lot more engagement on the latter. I was interested to find out if the site analytics reflected this.

“Compared to TikTok, we actually see a much higher number of users visiting our site from Instagram,” Kalila says. “Lots of people arrive via the link in our Instagram profile, having engaged with a recent post or story. We do however invest more heavily in Instagram campaigns at the moment, including with influencers, so I’m sure this plays into the difference in site visits.”

All of this brand engagement has come from good community building, working with influencers and organic reach. I wondered if SheSpot had ever flirted with paying for ads on their platforms.

“We naively tried a sponsored (or ‘boosted’) Instagram post right at the start of our business journey and it was banned instantly,” Kalila says. “The lack of appeal and transparency was a nightmare, so much so that we were afraid to try it again. We are now attempting Meta ads with specialists, but with caution. I’d also love to launch with TikTok Shop but it’s currently challenging with our product mix. Hopefully both platforms will open up more paid promotional opportunities for sexual wellness businesses, as it can work so well for brands in other industries.”

The takeaways

While researching this article, I’ve been amazed by the amount of sponsored ads for vibrators I’ve been seeing recently so perhaps Kalila is correct about things opening up for sexual wellness brands. I tried to make contact with a few companies from these sponsored posts claiming that their product was a TikTok viral sensation – but on every one I got a bounce back email or when I clicked onto the user profile it seemed to be from a throwaway account. This is leading me to believe that some companies are chancing their arm with a ‘burner’ social media account that can be used and deleted if necessary, before causing bans on their main profiles. One thing’s for sure, some are getting a lot of reach.

So, does this fly in the face of the advice about building community and trust first? Are we willing to take a chance on that? Like Nina said, consumers are looking into who is doing the selling, as do I. Whenever I’ve been tempted by a juicy looking sponsored post, I’ve always clicked through to see the profile. If it’s an account with two followers and a handful of reels, I never buy the product, so I wonder how many others do the same?

For now, engaging your audience, using specialist marketing firms, and learning lessons from posts that are successful, and capturing that momentum, is my takeaway from this. And I’ve certainly found the title for my next spicy book: Triggering the Algorithm. Kalila offers a final social media tip, “We’ve actually found LinkedIn to be an amazing source of clickthroughs to our website, more so than TikTok. The reach on posts can be really good and the customers you reach very relevant. One to try.”

And one for the next instalment of Social Intercourse…

Holly Jackson and Kalila Bolton , SheSpot

MYSTERY SHOPPER PARIS, FRANCE

La Belle France. “Paris is always a good idea,” said Audrey Hepburn, and ETO’s Mystery Shopper agrees, after sampling a selection of the city’s pleasure emporiums…

Lingerie Lust Sexodrome

Between Blanche and Pigalle Metro stations – about 500m – are dozens of adult stores and with cock cages and cola cocks in the window, I was initially drawn to this shop. Light grey slatwall and large dark grey floor tiles set a neutral tone, and I was soon noting unfamiliar local brands among Baci, FUN FACTORY, Noir, and Leg Avenue. €49 Champs dildos from Dusedo (or 49€ in the convention for price labels here), hollow €39 Eiffel Tower inspired dildos, €39+ Livco Corsetti boxed lingerie, €69 Bad Romance translucent ankle cuffs, and €39 PVC miniskirts caught my eye too. With the upstairs space seemingly closed for cleaning or restocking, I headed downstairs to grey wood-a-like flooring, a variety of fetish footwear, including €113 PVC thigh boots among lots of sizes, styles, and colours. The spot lighting worked well, I enjoyed the music, and the manager was friendly when I emerged from the stairs to swing by Rimba toys and some generic Chinese products. A good variety of stock – twisted colon snakes, breast plates and Womanizer in the window included – well displayed in a nice setting will always score a store highly and apart from a ‘99’ price tag confusing me for a while (or was it a €66 item? The ‘69’ priced cuffs worked better) there wasn’t much I disliked here. My notes say 4.5 stars and I’ve rounded down mostly because I preferred other stores I saw. I’d certainly recommend and revisit though, because the upper floor could easily bump this to full marks.

Close by on the same road, the pretty and busy Boulevard de Clichy below Monmartre, I found this store intriguing thanks to its obvious size and large duck parked outside. Space is this shop’s key selling point – it’s one of the biggest adult stores I’ve ever visited – spread across four floors. I also loved the name. Another plus was the weird and wonderful stock, from a bank of ‘don’t touch!’ labelled sex machines, to an eye-watering array of giant dildos, and FiORE hosiery to glow-in-the-dark body harnesses. The flip side of this coin was untidiness, with at least one room looking more like a clearance, ‘stock dumping’ space than I’d like. Muck on the marble stairs, cobwebs, poorly arranged and hand-written prices which sometimes made a 6 look a lot like an 8 (or was it vice-versa?), and some odd stock (€25 witch’s hat?) plus a blinking light giving a horror movie vibe didn’t help. This was echoed in the armless and handless mannequins used…

Glossy black slatwall, dark flooring, good lighting, the Glossy range of French glass toys, and amazing BDSM cellar of fetishwear (€55 for a red skirt) and never-before-seen bondage items, such as a €139 metal collar/arm/anal hook device helped the score up again. €39 for a different brand of Eiffel Tower toy – this one with ten vibration modes – impressed, as the shop as a whole did. LELO, Pleaser, the ‘sex donut’, Master Series lines, good staff, music, atmosphere, Shibari mannequin- untidiness! My notes go on and on…

Passing several sex shops simply called Sex Shop in red lights, I found this store interesting as it was close to the Moulin Rouge venue and again, the name intrigued me. Pink walls above light grey slatwall, music, a welcoming manageress who engaged and asked the right questions, plus a good size to the retail space (albeit not quite ‘supermarket’ big) all got a mental tick as I looked around. €129 for PVC thigh boots, B-Vibe, Vive toys including bright pink and bright purple wands for €129, CalExotics, large dildos, but more than anything else, I’ll remember this shop for its Folies by Renaud lingerie. Made in Paris, this range was very fluffy and a bit showbiz, with a €79 pink babydoll any Fembot would be delighted to be presented with. €89 for a PVC maid’s dress, mirrored fitting rooms, chandeliers, fetish shoes, a lit glass cabinet of what I initially thought were chokers, then garters (the shop would appeal to anyone who needs a garter to have cash stuffed into), and finally back to chokers when I spotted a mannequin wearing one. They all zoetroped around me.

€299 for a black feathered, translucent, very ‘40s bit of something to sashay to the pool in might sound overpriced but I was tempted. Satisfyer, LELO, a commitment to tidiness, Ouch! goodies, an excellent window of lingerie and toys, and the occasional unpriced item (tsk) were noted. I’ve written ‘Vintage Hollywood glamour with a modern edge’ on my score sheet, and also ‘Paris is swimming in sex shops’. This was another boss tier example.

Rebecca

The capital of France is known the world over as the home of the Mona Lisa, the Eiffel Tower, the Moulin Rouge, fashion, great food, art, culture, and football , and now, temporarily, our Mystery Shopper. With a population around 2.2 million people, and rather more during this year’s Olympic Games, Paris is not an especially large city by world, or even European, standards. But what it might lack in size, it more than makes up for with character and history. ‘Gay Paree’ contains the Eiffel Tower – La dame de fer/The Iron Lady – which is the world’s most popular pay-to-enter tourist attraction and was the world’s tallest manmade structure between 1888 and 1930, the Louvre art museum, at 72,735m² the largest museum

Le 33

Close to the shop featured in Amelie (2001), this store was selected as it looked like a gay-focused retailer and I wanted more variety, without delving into one of the less-attractive looking outlets. I chose wisely because, although this was the smallest shop visited today, it was also fascinating. The lack of a fifth star is primarily due to some pricing (fairly budget boxed Rimba collar €49, ball gag €59, neither of which looked like value for money) and minor display issues (a case of metal items with tied-on tag price labels, of which about 70% were upside-down and thus unreadable) but I was still impressed by the variety of lines, from Fetish Fantasy Series’ Fuck My Face cock gags, to shiny lines like pinwheels, to monster dildos, to Ouch! harnesses, displayed up high.

The environment was attractive, with light grey flooring below dark grey rugs, light grey slatwall over white walls, and darker grey highlighting of the coving, which hinted this was quite a fancy building. The manager was busy with another customer but gave me a cheery hello and I especially enjoyed the music. €179 for a ludicrously long butt toy seemed a stretch and €109 for a ‘kneeling woman insertable’ wasn’t something I’d seen before. FUN FACTORY, horse speculum, and glass-topped grey boxes up the room’s centre (€299-€399 metal balls on an encased steel cable, jewelled nipple clamps, metal plugs) all pleased. Had I been a man I’m sure I’d have left with the French Horn.

in the world, and the Arc de Triomphe, centrepiece to one of the worlds’ scariest roundabouts.

Street cafés, magnificent boulevards such as the Champs-Elysees, Notre Dame cathedral – and thus Victor Hugo – the Bastille storming of July 1789, marking the start of the French Revolution, and romance (think of all those lovelockcovered railings) are all iconic of Paris, but so is something sexier. The can-can began at Moulin Rouge, spearheading a spread of more decadent entertainment around the world, including striptease, burlesque, and drag shows.

Clara Morgane

Another 4.5 star store, this one gets the extra half mark thanks to the overall experience and visual impact, but very nearly didn’t get rounded up thanks to a €49 vibrating Eiffel Tower (I honestly didn’t see an adult store not selling these!) I’d seen elsewhere at €39. So, pricing was a little concern here, but I’m willing to forgive. I’d seen the Clara Morgane brand elsewhere, and this smaller shop’s very fem-centric approach reflects well upon it/her/them(?) Obsessive and Mapalé lingerie, more FiORE hosiery, fluffy grasses in pots to soften some displays and give the outdoorsy feel a boost (note the flower-covered shopfront, enhanced by a wooden floor and display stands, giving the store a warm, nature-inspired feel) were all pluses. A great manageress in knee boots and red lipstick – very chic! – kept me chatting as I browsed glowing cock rings by the door, Womanizer, Kaboom on a golden stand, and €109 for what my notes call ‘froth’. Code for lingerie that’s barely there. Nice music worked with the earth tones and welcoming ambiance of this shop to keep me here a while, so I noticed how busy it was, how many women were shopping with female friends, and how the displays helped coax you in (open doors) and tour you around the room. Little red hearts on and in glass cases of pleasure products were a smaller, but still positive detail. In a portmanteau word, supercomfortable. Magnifique!

Exceptional and inspiring.

An impressive shopping experience.

Ticks almost all of the right boxes.

Lacking some vital elements.

Memorable for the wrong reasons.

Business to business: EU to get tough on ‘green’ claims

Stricter new rules on green claims are on the way, as Jonathan Rush, a knowledge counsel in technology and commercial transactions at law firm Travers Smith, explains…

The EU is pursuing a number of measures intended to combat misleading environmental claims about products and services aimed at consumers. These initiatives underline the need to ensure that the evidential basis for any green claims is robust. This is already a requirement even under current EU and UK legislation – but the new legislation is likely to raise the bar even higher, requiring potentially costly pre-vetting of green claims and increasing the regulatory and reputational risks.

In both the EU and the UK, misleading environmental claims about products or services aimed at consumers may amount to an infringement of existing consumer protection law. Regulators in both the UK and the EU have been active in enforcing existing rules on misleading promotions.

Against that background, why is the EU looking to introduce further legislation that specifically targets misleading green claims?

Growth of green products: the EU’s proposals recognise that products and services marketed as having green credentials are generally “registering

greater growth than standard products”, making it ever more attractive for businesses to make environmental claims.

The broad scope for misleading claims: because of the complexity of the issues involved, it is particularly difficult for ordinary consumers to know whether to trust green claims.

Unfairness to businesses that play by the rules: the EU is concerned that widespread use of misleading green claims puts businesses that are genuinely more sustainable, but play by the rules, at a serious disadvantage.

The proposals

The EU has proposed two directives intended to tighten up the law on green claims: the Green Transition Directive and the Green Claims Directive (GCD). The Green Transition Directive amends existing consumer law on unfair commercial practices to expressly capture environmental claims. The GTD was agreed in principle between the EU Council and

Parliament on 19th September 2023 and is expected to be law before the end of 2024.

The Green Claims Directive sets out further specific rules for anyone wishing to make a voluntary environmental claim or use environmental labelling schemes in the EU market, including a requirement for pre-vetting of claims.

Existing EU consumer protection law is already capable of applying to misleading environmental claims, but the GTD aims to make this more explicit. Among other things, it amends the EU Unfair Commercial Practices Directive to make it clear that it is capable of covering the following:

• Misleading information about the environmental or social impact of goods or services and the durability or repairability of goods;

• Misleading claims about future environmental performance without clear, objective and verifiable commitments and targets and without an independent monitoring system; and

• Advertising benefits for consumers which are considered as a common practice in the relevant

market. For example, misleading consumers into thinking that those benefits are a feature of the product or service which other competing providers may not be able to offer.

It’s important to note that it will not prohibit businesses from making green claims relating to these matters – it merely seeks to make clear that if those claims are misleading, then they could infringe EU consumer law.

Existing EU consumer legislation also contains a ‘blacklist’ of practices which are automatically presumed to be unfair. Where this is the case, it is significantly easier for regulators or other enforcement authorities to demonstrate an infringement. The GTD will expand this list to include (among others) the following types of green claims:

• Generic environmental claims for which the trader is not able to demonstrate recognised excellent environmental performance relevant to the claim;

• Environmental claims about the entire product when the claim only concerns a certain aspect of it; and

• Presenting requirements imposed by law on all products as a distinctive feature of the trader’s offer.

The GTD is expected to become law by the end of 2024. EU member states are then likely to have about 18 months in which to amend their national legislation to reflect the changes outlined above.

The Green Claims Directive imposes specific requirements on businesses wishing to make environmental claims about products or services aimed at consumers. It does so in three key areas:

• Substantiation i.e. the evidence required to support the claim;

• Communication of the claim i.e. rules about how businesses can present claims and requirements to make supporting evidence publicly available (e.g. via a website); and

• Verification i.e. a requirement for independent third parties to certify that the claim is in accordance with the rules set out in the GCD on substantiation and communication.

The GCD is likely to apply to a wide range of businesses, but it does not apply to B2B promotional material, only marketing to consumers. Traders that are outside the EU, including those in the UK, but who are making claims in relation to products or services directed at EU consumers, will also be caught. There is a carve-out from most requirements of the GCD for micro-enterprises.

The European Council and Parliament were, until September, in a period of negotiation to discuss and examine the proposed GCD. But once adopted, member states will have around 18 months to transpose the GCD into national law.

In order to meet the proposed minimum substantiation requirements in the GCD, businesses would need to ensure environmental claims:

• Are supported by recognised scientific evidence and state of the art technical knowledge;

• Demonstrate the significance of environmental impacts, aspects and performance from a product life cycle perspective;

• Demonstrate whether the claim is accurate for the whole product or only for parts of it and if a positive aspect leads to significant worsening of another impact;

• Report on greenhouse gas offsets in a transparent manner;

• Provide information on whether the product

performs environmentally significantly better than what is commonplace;

• Base any comparisons with other products and organisations on equivalent information and data; and

• Demonstrate that a claim is not equivalent to requirements imposed by law on products or traders.

Businesses would have an ongoing obligation under the GCD to ensure that the information used for the substantiation of the environmental claims is reviewed and updated at least every five years, or where there are circumstances that may affect the accuracy of the claim.

Communicating claims

In addition to substantiation, the GCD also contains requirements for businesses to comply with as part of communicating a green claim. These include:

• Claims must only cover environmental impacts, aspects or performance that have been assessed in accordance with the substantiation requirements outlined above and that are identified as significant for the respective product or business;

• Prohibiting the establishment of new national or regional publicly owned schemes in the EU;

• Requiring new schemes established by public authorities in third countries (e.g. the UK) to be approved by the Commission before entering the EU Market; and

• Requiring new schemes established by private operators in the EU or third countries to be validated by the national authorities.

Verifying claims

The efficacy of the GCD will be dependent on the establishment of a robust system to independently verify and certify environmental claims prior to them being made public.

The verifier must be an accredited third-party conformity assessment body. After evaluating compliance with the requirements in the GCD, the verifier will, where applicable, issue a certificate of conformity which can be used throughout the EU.

Competent authorities will have a wide range of enforcement powers and an obligation to continually monitor and investigate compliance with the GCD.

The GCD provides for a comprehensive suite of dissuasive penalties.

• Claims should be accompanied by a significant amount of information relating to the substantiation, which can be in a physical form, or in the form of a weblink, QR code or an equivalent;

• If applicable, information should be included as to how the consumers should use the product in the appropriate manner to meet the expected environmental performance; and

• If the claim relates to the future environmental performance of a business/product, it must include a time-bound commitment for improvements within its own operations and value chains.

As a complement to the requirements on substantiation and communication of explicit green claims, the GCD sets out obligations in relation to environmental labels and environmental labelling schemes. The Commission noted the proliferation of environmental labels, creating confusion for consumers and undue burden for traders operating in multiple markets. The directive also aims to limit the expansion of environmental labels by:

But where an authority detects an infringement, the business will have 30 days to bring the claim or label into compliance with the GCD or cease the use of and references to the claim.

In addition, member states would be required to implement penalties for infringement. The penalty would depend on the “nature, gravity, extent and duration of the infringement, its character (i.e. intentional or negligent), the financial strength of the responsible party, the economic benefits derived from the infringement as well as any previous infringements or other aggravating factors”.

Such penalties may include fines, with the maximum level being at least 4% of the trader’s total annual turnover in member states concerned. Further penalties which member states must implement include the confiscation of revenues gained from transactions involving the infringing product. Other penalties may also include prohibitions from placing products or making available services on the EU market.

The result is that firms in the EU will soon be facing a new landscape in terms of the way they present themselves and market their products.

SHOP TALK

renee denyer

Renee Denyer, customer engagement manager of the multi-award winning Sh! Women’s Store, recounts a recent emotional rollercoaster and wearing smalls among the stalls in a rather unusual market…

It’s a lovely morning in Hammersmith, West London. I’m booked for a sex and pleasure sesh at River House Trust, a London-based charity supporting people with HIV. RHT provides diverse services such as nursing advice, counselling, educational courses, and complementary therapies (which explain the massage oil and towels in the allocated room).

I want it to be an uplifting start to the day, so I ask each guest to share something positive that happened in the past week. The first woman to speak has learned she’s about to become a grandmother for the first time. Her joy is contagious – excellent start! Another just found Sharon fruits (persimmon) for 50p each in Sainsbury’s. She proudly fishes a couple out of her handbag to show us. A third guest tells us she’s just back from an operation to fix her incontinence. (It’s been less than 24 hours, and this woman is at a sex talk – priorities, babes!)

We go around the room, celebrating good stuff. The last person to speak says today’s her 50th birthday. This is wonderful (save the best for last!), and we cheer until she tells us she didn’t think she’d live to see the day. The room falls silent as the seriousness of her statement hits home. It’s an emotionally charged moment. We sit quietly, several of us welling up. We’ve gone from the highest of high to the lowest of low, a stark reminder of why we are here. It seems frivolous to start talking about sex toys, and I don’t know how to get from where we are to where we need to be... I’m relieved when the sombre atmosphere is broken by the lovely facilitator bringing out a cake. The group erupts into applause and song, and I seize the moment. Vibrator time!

One of the women raises her hand and stops me midtalk. She says it’s easy for me to talk about sex, seeing as I’m white. She (a black woman) says she can’t tell

her husband what she’s doing this morning as he’d be angry. They never talk about sex, and they rarely even do the deed. I ask if they are romantic together, do they hold hands? She says no. They high-five each other sometimes. If and when he wants sex, he’ll say he wants his ‘medicine’, which is her cue to get ready for an early night. I explain that the reason I do this is to smash taboos and give women like her and the rest of the group a chance to talk openly about sex and ask any questions they may have. Her face tells me she’s not convinced.

I’m packing up my stuff after the talk when the highfiving lady interrupts me again. “You forgot something.” I look around, trying to figure out what I’m missing. She beams as she pulls Je Joue Amor from the sleeve of her colourful cardigan. She’s been enjoying fluttery vibrations against her arm for what must be close to 30 minutes. Cheeky! This lady is more interested in ‘medicine’ than she’s letting on!

C*nty bangers

When did you last ask your boss if they will wear sexy underwear to work? Never? Oh, sensible. I, on the other hand, did this very thing. Ky gave me the side-eye, which is fair. None of my business, except… I was stressing about what to wear to STRAPPED Boudoir Edition, a FLINTA event (I’ll explain). The theme is femme energy, and everyone is encouraged to wear their smalls, but when you are working... Does the dress code still apply? And does it apply if your market stall is outside? Is a fleecy dressing gown acceptable? The event blurb read: ‘We’ll be showcasing incredible FLINTA DJs for all the best in R&B, slutpop and c*nty bangers’. I had so many questions.

So. FLINTA. I had to google. FLINTA is a German abbreviation that stands for ‘Frauen, Lesben, Intergeschlechtliche, nichtbinäre, trans und agender Personen’, meaning women, lesbians, intersex, nonbinary, trans & agender people. Basically, anyone who is not a cis man. We were invited to a FLINTA market at Signature Brew Taproom & Music Venue alongside Regent’s Canal in Haggerston, organised by the fabulous Becca of STRAPPED Events. We brought enough Sh! dildos for everyone should the evening suddenly erupt into a sex party (it didn’t, but there was some very steamy sapphic burlesque). The FLINTA crowd is young and trendy, and as it was a lingerie party, there were lots of flesh and lacy panties. A special mention must go to Mama Mamba, the queer performer who brought the house down with her stapling act. This babe literally stapled her face. Quite something.

Ky and I are booked for STRAPPED’s Christmas market (FLINTA Wonderland). I’ll refrain from asking about her knickers this time. Are you free on the 6th of December? Are you a FLINTA? Come join us for stalls, games and food! Underwear is optional. Finally, I have a regular caller. Let’s call her Diamond. (If you know, you know.) Diamond calls up to ask my opinion on her kitchen fitter. The words are spilling out, but as building works isn’t my area of expertise, I am unable to offer help. We agree she should probably take some me-time with her vibrator to lessen the stress of having a man in the house. This is usually how our conversations go: Diamond calls up with a problem and I solve it by suggesting she has an orgasm. I feel many problems in life can be solved this way. I’m no pro builder, but when it comes to DIY, I nail it *wink* Images courtesy of Marshall Brignull

Mama Mamba and her (scary) stapler

Becca of STRAPPED Events

Cool FLINTA DJ Reenie

tracey whitmore SHOP TALK

Tracey Whitmore, of Aylesford’s award-winning Vibez Adult Boutique, had a good Halloween and is looking forward to a bumper Christmas and New Year trading period…

We are just putting our broomsticks away for another year and reflecting on our very busy Halloween season. Over the years we have stocked Halloween costumes just as a sideline around the season (which seems to start in mid-summer), but it has never been a big occasion in store. However, this year we did things a little differently and concentrated on getting some sexy, spooky accessories into the Boutique.

We figured that most people pretty much like to DIY when it comes to Halloween costumes, so we made sure that they had everything that they needed to accessorise including masks, gloves, cat ears, lashes, horns, tails etc and book their one-way ticket on The Hell Express. There are so many naughty people out there – praise the Lord! We also stepped it up a gear in the Halloween decoration department (any excuse for Chris’s creative juices to be flowing all around the store). As I said, Halloween seems to get earlier and earlier each year but as this year is going at warp speed, we are now ready to dust off the giant baubles and start to create our Winter Wonderland of Love. This is such an exciting time at the store because from now until 14th February is our busiest period and before we know it the daffodils will be pushing their heads through, sap will be rising, and spring will arrive. But until then, we have work to do…

We have already started looking at new products to introduce to our sexy customers and we are very much looking forward to some new additions and some different brands.

We have decided to step away from some of the more popular brands which are competing against us, either with an ecommerce site or an Amazon shop, because basically we cannot compete. Not stocking the

well-known and well-marketed branded products stops price matching attempts and does not line the very deep and greedy pockets of those particular Fagins.

Seriously though, what is happening to this industry? Where has the love and support gone? It has become very corporate of late, and I miss my Industry Family and the warm feels that it used to bring.

Creative collections

However, our faith was restored when we received a visit from the lovely Laura from Creative Conceptions and the legend himself, our prodigal son, Mr Bradley Taylor. It was so lovely and felt like the old days, all warm and fuzzy like. Laura and Brad showed us some fab new ranges including Sei Mio which is a luxury bondage range at non-luxury prices. So much thought has gone into this range and we literally cannot wait to have this adorning our playroom, it is going to FLY!! Another range which was shown and is already really popular is Strap On Me. Super sexy, functional, and quality and already being snapped up. Beautifully designed feminine harnesses, which I just know are going to appeal.

New Unihorns have joined the flock too….. including Cupid’s Beau and Blaze Diablo, along with Peachy Pony. This is becoming quite a family and very eye catching in their special little stands. We have also added a couple of new products to our gorgeous Vush

collection, including Siren and Glow. This range just screams quality.

Masturmate is another new range from Creative Conceptions (it does what it says on the tin), great quality and a good price, and also a long-awaited soft and comfortable hollow strap-on by Virgite. I can’t imagine how uncomfortable it must be to squeeze a wanger into some of the torture tubes that are currently on the market: teamed with a great harness this new addition is a winner! Thanks Brad and Laura for the love!

Another range which has literally flown off the shelves and is quite possibly our fastest selling range ever is Loveline from Shots. Customers are loving the design of these toys, and the price point is great. Sitting nicely next to Vive, also from Shots and another fab range, both have very different and unusual features which keeps the customers interested.

Romp from We-Vibe has also been romping away: colourful, powerful, and a reasonable price, these products sit beautifully in Vibez.

Last but not least, whilst we are all about strap-ons, we are very excited to receive the new Mina strapless vibrating and thrusting little beauty from Net 1on1 Wholesale, along with a new Rev Pro remote prostate massager that we are very excited about. There is going to be so much bum fun happening this season in our local vicinity!

Anyway, must get on now, we have a few thousand decorations and baubles to hang.

See you on the other side folks. Wishing you all a fabulous, sparkly and prosperous period and still praying for a UK knees up!

Tracey (middle) with Laura from Creative Conceptions and Brad Taylor

info@dildosassorted.com | dildosassorted.com

SILICONE Valley Ola Miedzynska

Ola Miedzynska discusses remote pleasure tech: from Bluetooth beginnings to AI innovations…

In 2016, when you said “remote sex” or “longdistance play,” folks would gaze blankly before blurting out “Teledildonics”... Tele-what-now? People didn’t know what you were talking about, and the name itself was like a tongue twister. Today, the majority of people are somewhat aware of it. For those who have been living under a rock for the past ten years, Teledildonics is the term for sex toys that are powered by Bluetooth and allow users to remotely control each other’s gadgets. Teledildonics, to put it simply, is the use of remotecontrolled sex gadgets or even a virtual gangbang. Isn’t it all so sci-fi? Ten years ago, yes. Today, nearly every adult toy brand has remote functionality. Bluetooth was revolutionary back then, but the real story here? Bluetooth toys weren’t some kind of profound love letter to couples on opposite sides of the planet. The ‘B’ in Bluetooth could’ve stood for Business because it’s the cam model industry that drove this whole thing. Brands like Lovense figured out that their actual market wasn’t the couples separated by miles, so they catered to webcam shows, hooking up toys to live cams so that fans could, as they put it, “drive models wild.” Classy. Remote.

Now, in 2024, the newest remote pleasure technology is a cash machine rather than a ‘long-distance lover’ concept. ‘For couples separated by a distance’ is no longer the message. This is for content creators who want fans glued to their phone and their wallets. And leading the charge into this brave new world? Not Bluetooth, obviously, but AI.

Consider EVA AI, a business I met this year at XBIZ and Venus. What was their pitch?

Fan fantasies are delivered on demand by an AI-powered clone of the creator, regardless of whether the creator is awake, busy, or not in the mood to ‘entertain’ fans. Although they are completely aware that these digital avatars are not the actual thing, fans nonetheless engage with them.

I had to ask Pauline Schmiechen, vice industry consultant at KottiKonsulting and CTO at VoyeurHouse, for her thoughts. She called EVA AI a “game-changer” and explained: “Remote solutions like EVA AI are revolutionising the creator world. They’re practically a lifeline, scaling presence, reducing burnout, and actually boosting fan engagement.”

Another twist? Fans sometimes even prefer the AI versions, finding it easier to open up with an algorithm, rather than, say, a person.

Pauline summed it up: “Fans feel free to express themselves fully without the worry of judgment. In a strange way, it makes the whole experience feel more… authentic.”

Maintaining trust

This all means Teledildonics might’ve opened the door, but AI is the one taking over the party.

Pauline nails it with “transparency is essential,” and added, “Honesty is key to maintaining trust and ensuring the experience remains meaningful and enjoyable for both parties.”

Yes, transparency would be lovely indeed. But, in this business, “essential” is often what’s conveniently disregarded when money’s on the line. Platforms are

running around thinking, ‘Keep the machine feeding’, until someone in a courtroom says, “Actually, that’s fraud.”

For instance—shocking, I know—OnlyFans is currently facing a class-action lawsuit. The problem? According to the complaint, which is being spearheaded by Hagens Berman, users were deceived into thinking they were speaking with creators directly rather than support agents or AI bots that were designed to mimic the creators’ demeanours and interactions, resulting in emotional and financial exploitation. Does anyone recall the Ashley Madison case?

So, are regulators actually keeping up with all this or just sleepwalking through it? The challenge here is defining where ‘interactive’ ends and ‘intentionally misleading’ starts. And let’s not kid ourselves, when does ‘misleading’ morph into full-blown fraud?

The true question is whether some international regulators might be genuinely awakened by this specific litigation. As is well known, adult tech is developing quickly, while authorities are taking their time to catch up.

At the Venus show, I also had a chance to catch up with industry colleague Todd Max Carry, the film director of Touch Kink. We had a quick chat about the general AI concept in the adult vs transparency industry.

Todd put it rather well: “This is where transparency matters. Users need to trust that their data, conversations, and identities are safe. In the adult industry, privacy breaches aren’t just data slips, they’re personal betrayals.”

Spot on, Todd. “Data slips, they’re personal betrayals.” Brilliant. We’ve all had our fair share of those in the past. But let’s not kid ourselves, this is more than just about privacy. Todd and I are both on the same page here, AI-driven content sex tech is heading straight for a regulatory reality check. At some point, even the most oblivious government will realise that this isn’t just ‘playing with toys’ anymore.

Platforms are wading into the deep end of people’s most intimate, vulnerable moments, and the companies behind need liability. Todd says it best: “For brands willing to engage with these responsibilities, the potential here is huge.”

Sure, it’s a “huge” potential and a couple more lawsuits along the way for sure. But those who survive will be in a league of their own.

Ola Miedzynska Founder SX Tech EU, SXPR

www.sxtech.eu

www.sxpr.eu

TOP 10 BEST SELLERS

www.orion-wholesale.com

READERS LIVES:

Kate Hodgson-Egan, Head of B2B Sales (Western & Northern Europe, Australia), Lovehoney Group

Kate has been a hugely popular industry figure for over two decades: it shouldn’t be a great shock to hear she loves a beer, but her choice of football team may surprise you…

What sort of child were you?

I was definitely the outgoing, energetic type, no surprise to anyone who knows me today! I loved to talk (still do!) and was always on the move. Sports were my main passion, and I threw myself into just about everything, from athletics to dance (even if dance wasn’t exactly my forte!). I was always eager to jump in, try new things, and give it my all.

What was your childhood ambition?

To become a hairdresser. I was drawn to the idea of chatting all day, and as someone who loved to chat, I thought it was the perfect fit for me. I saw it as more than just styling hair—it was about building relationships and making people feel their best. For a kid who thrived on conversation, it felt like my calling.

What ambitions do you still have?

Professionally, I’m dedicated to leading efforts to further destigmatise our industry. With over 22 years of experience, I’ve witnessed incredible positive changes, and I’m passionate about creating an even more open and accepting environment. Helping people recognise the true value and impact we bring as both a category and an industry is essential to me, and I’m committed to remaining at the forefront of this societal shift.

What do you enjoy most about being an international sales manager for Lovehoney Group?

The opportunity to connect with diverse markets and people is truly the most rewarding part of my role. Each region brings unique perspectives and challenges, and I enjoy creating tailored approaches that resonate locally. Contributing to Lovehoney’s mission of destigmatising our industry and fostering positive attitudes on a global scale is incredibly fulfilling. Plus, working with such a passionate team and witnessing the real impact we make on people’s lives is what keeps me motivated every single day.

How different is your role now, as part of a giant multi-national, compared to when you joined Lovehoney in 2016?

My role isn’t too different in terms of core responsibilities and objectives. Pre-merger, I was often involved in a wide range of topics and tasks, which required me to juggle multiple priorities. Now, I have the support of bigger teams that allow me to focus more

on my specific areas of expertise. As a result, I can devote more time to strategic initiatives, contributing to the organisation’s broader goals while leveraging the strengths of my team. Overall, this shift has allowed me to grow as a leader.

Did you consider changing career and becoming a TV presenter after your stint on US home shopping network Evine?

That was such a fun experience, and I truly enjoyed it. However, I don’t think my brain could consistently keep up with reading from the screen while having someone talk in my ear and trying to verbally sell all at the same time. It’s a true skill, and I really applaud those shopping channel salespeople. Personally, I prefer face-to-face sales, where I can build more direct relationships and engage with customers on a personal level.

We understand Lovehoney has renewed its licence for Fifty Shades of Grey: does that mean there will be more activity around this brand in 2025?

Absolutely! In Q2 2025, we will be launching new products alongside a brand refresh, so definitely watch this space! We’re excited about the innovations and enhancements that will be coming, and I can’t wait to share more details as we approach the launch.

What else can we expect from Lovehoney in 2025? As the pioneers of Pleasure Air Technology, we offer you our full commitment to innovation, and the assurance to confidently sell our products. Our customers are always front of mind so we’re looking forward to continuing to support our partners with exciting launches and campaigns next year.

ETO first met you over 20 years ago at ABS Holdings: while the industry has changed for the better in many ways over the last two decades, is there anything you miss about the old days?

The industry’s early days had a sense of pioneering spirit, where we were all part of a movement to break down stigmas and taboos. This sense of purpose and shared mission fuelled creativity and innovation in ways that I sometimes feel are overshadowed by the commercial aspects of the industry today. That said, I’m incredibly proud of how far we’ve come in promoting sexual wellness and health, and I’m excited to continue pushing boundaries.

Did you miss not attending Oktoberfest at EroFame this year?

Absolutely. Everyone knows I love a good beer, and the atmosphere at Oktoberfest is always a highlight.

How do you usually celebrate Valentine’s Day? By the time Valentine’s Day comes around, I’m usually exhausted, as I’m sure many people in our industry are. So, I prefer to keep it simple and enjoy a nice dinner at home, away from the commercial hype.

Tell us something about yourself that would surprise us…

I absolutely love football. I’m a huge Manchester United fan, though, I have to admit, it’s been a bit of a rollercoaster ride lately. There’s definitely a lot of work to be done to get back to our winning ways.

Which three people from this industry would you choose as your companions if you were marooned on a desert island?

How do I pick just three? Alright, here goes…First, I’d have to bring Kerri Middleton from Bathmate. I know we’d get along without driving each other crazy, and she’s hilarious. I think a good laugh would be a necessity on a deserted island.

Second would be Miguel Capilla from Fleshlight. His energy and silliness would be a huge boost to morale, and I’m sure he’d keep us all entertained and motivated. Plus, he’s the perfect candidate for gathering firewood.

Finally, I’d pick Bjorn Radcke from Orion Wholesale, because we could talk football for hours and reminisce about the ’99 Champions League final!

Together, I think we’d have a solid mix of laughter, energy, and great conversation to get us through island life.

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

Don’t take yourself too seriously! In an industry where we’re tackling big topics and shifting perceptions, it’s easy to get caught up in the serious side of things. But staying light-hearted and having fun with what we do keeps everything in perspective and makes the journey a lot more enjoyable. Plus, it’s a reminder that the most meaningful connections often come when we let our authentic (and sometimes quirky) selves shine through.