Friday, May 30, 2008    Text size: 

PHOENIX — Adult novelty manufacturer PHS International showcased its “brand-in-bulk” concept at last month’s International Lingerie Show.

The company launched the “BrandWagon,” which highlighted its PLAY!, M2M Men’s Luxury Leather Line and Fresh fetish collections with corresponding displays.

PHS Vice President Chuck Harnish said the company’s concept is to get rid of traditional sales techniques, and the PHS booth encouraged all retailers to stop selling one item at a time.

“Branded products increase add-on and impulse sales,” Harnish said. “Matching products and packaging displays as a group make the items stand out from the rest, so the shopping experience is heightened and so are sales.”

PHS Sales and Marketing Manager Michael Merrill said the company designed its display booth to exhibit exactly how to display and merchandise each product line in a store and featured spinner, wall and tabletop solutions.

“We wanted everyone to not only learn about our products, but also understand our vision for merchandising and branding them,” Merrill said. “In the current retail market, branding and presentation are more important than ever, and we wanted to show buyers exactly what PHS is all about.”

Harnish and his team further visualized their merchandising concepts with three red “BrandWagon” wagons full of PHS toys, towed down the runway during the ILS fashion show. A raffle was held for one of the “BrandWagons,” valued at $1,500.

Bob Schank and Jay Ullon of the Bliss Avenue retail chain took home the prize.

“We are extremely excited to be the winners of the wagon,” Ullon said. “We’re going to have [PHS] ship it directly to one of our stores. If it goes to our offices, everything will disappear into desk drawers, and nothing will get accomplished for weeks.”

Next up for the PHS International team is a debut appearance at the upcoming Storerotica trade show Aug. 24-27, where the team will host another major giveaway at its show booth.