Exec Seat: Joe Casella, Entrenue President
Joe Casella entered the pleasure products industry after working for adult retail chain Fascinations for more than a decade. With a penchant for the pleasure products side of retail, Casella took over Entrenue in 2006. His passion for the pleasure products industry coupled with the boutique distributor’s nimble operations have since continued to drive Entrenue’s innovation and evolution that has established it as the go-to source for the most unique, innovative and well-made product lines available.
How did you get started in the pleasure products distribution business?
I got my start in the industry in 1996 at Fascinations and was a part of the team for more than a decade and had a wonderful experience, one I’m quite grateful for. As I learned the intricate ins and outs of the adult retail world I grew a particular fondness for the pleasure products side of the business. In 2006 I was offered the opportunity to buy Entrenue from its original owners and I jumped at the chance to move from retail to distribution. Now I spend each day working directly with the manufacturers of the world’s most interesting, unique and effective sex toys and intimate accessories — it’s as inspiring as it is rewarding.
What were your goals in the beginning, and how have they evolved?
My goals have remained unchanged since I started working: Make every decision with care and compassion and be the best I can be at every task. These core goals blend into the day-to-day operations in every department and have established Entrenue as the go-to source for the most unique, innovative and well-made product lines available — and the essential information and tools necessary for retailers to make the sale.
How has the industry evolved since Entrenue was established?
The industry is in constant flux, as any high-powered industry is, and being a small and nimble boutique company has allowed us to adjust quickly to these market changes. The number of manufacturers has skyrocketed with new and fascinating (though not always effective) designs, which has kept us on our toes to make sure we are in the know and on top of our game. But as the evolution continues, the industry still revolves around a common good: creating and selling products that help improve relationships and help men, women and couples enjoy life to the fullest.
How hands on are you in the operation of Entrenue?
I am in the office every weekday but not because I have to — I am fortunate to be surrounded by extremely talented, passionate and good people who require little supervision. I’m as hands-on as needed and spend much of my time with the team not out of necessity but because I love what I do.
What makes Entrenue stand out the most?
Our passionate staff. There’s no other team like it and they cannot be duplicated.
What professional accomplishment are you proud of the most?
Two accomplishments come to mind. I’m particularly proud of our philanthropic ideals and efforts to donate as much funding as we can to support a variety of charities that fall close to our hearts. The team is most passionate about donating money to the less fortunate, animals in need, and those suffering from various illnesses. I’m also very proud of the growth that Entrenue has experienced in a short time — business has almost tripled since I purchased the company in 2006, despite the recession and economic downturn.
When not thinking about the biz, what do you like to do?
Friends and family are most important to me and I spend as much time with them as I can get away with. I also spend a lot of time taking care of myself with a variety of outdoor and fitness-related activities to exercise my body as much as I do my mind.
What is the most rewarding part of your job?
I find great pride in being able to provide security for my staff and their families and donate funds to important charities while helping hundreds of thousands of people across the country improve their relationship with our products.
What is your personal motto or mantra that you live by?
“Come from a good place every single day and keep your heart filled with love, gratitude and forgiveness.” Works for me!