“We’re thrilled to be joining forces with TLA,” said Colin Allerton, Adult Empire’s director of business development. “Like us, TLA has always had a reputation for creating a superior customer experience, and this partnership seemed like a natural outgrowth of our collective goals. It’s rare to have two such well-established retailers partner on such a large scale, which is one of the most exciting aspects of this new venture.”
Adult Empire’s web technology will combine with TLA’s direct mail business and gay market reach.
“This partnership represents a true consolidation of strengths within the industry," said Brian Sokel, TLA's chief operating officer. "It is a dynamic move that promises to yield great things for the business and consumers alike."
Adult Empire will immediately assume all warehousing, purchasing and fulfillment responsibilities for the joint venture, while TLA Entertainment will manage Adult Empire’s gay business under managing director of content and marketing Erik Schut. The family of TLA and Adult Empire websites and catalogs will continue to operate as usual.