The adult entertainment industry can bring considerable rewards to businesses that think globally, and that includes the lucrative sex toys/pleasure products market. European, Australian or Japanese companies that offer vibrators, dildos, lubricants or BDSM toys can increase their profits considerably by reaching consumers in Miami, New York City or San Francisco. And U.S.-based companies will form alliances with companies like Eropartner Distribution in the Netherlands or Calvista in Australia in the hope of increasing their non-domestic sales. But while there are profits to be made internationally, prospering in a foreign market requires dedication, perseverance and a thorough understanding of a country’s tastes and preferences.
Tony Gonzalez, managing director of U.K.-based distributor Net1on1 Wholesale, stressed that manufacturers need to understand how greatly countries can differ when it comes to pleasure products.
We are focusing on the European market, and it is very interesting to see that each country has its own favorites. -Chris Bakker, Eropartner
“There are different trends in different countries,” Wilson told XBIZ. “So when dealing with international manufacturers, it is particularly important to clearly explain your market and its current trends. For example, just because a brand is popular in America doesn't necessarily mean that the same trend will follow in the U.K. We also make a point of keeping an open dialogue with our retail customers so that we are always on top of these trends.”
Chris Bakker, co-founder and commercial director of the Amsterdam-based Eropartner Distribution, asserted that pleasure product companies shouldn’t treat the European Union as one big country, but as many different countries with different trends.
“We are focusing on the European market, and it is very interesting to see that each country has its own favorites,” Bakker told XBIZ. “The differences might be caused by the different income levels in the countries; not all of them can afford expensive luxury. Or we see that some countries like certain colors or designs more than others. Or a brand name might be hyped more in a certain country because it simply sounds better in certain countries.”
Trish Murray, operations manager for the U.K.-based retail chain Nice ‘n’ Naughty, said that technology has made it much easier to build relationships around the world and increase one’s understanding of different markets.
Murray told XBIZ, “With the technology available, establishing and maintaining communication has never been easier. With tools such as Skype and e-mail, it is never a problem to get in touch and open dialogue between ourselves and the manufacturers — which allows us the opportunity to convey what we find works well for our stores back to the manufacturer.”
According to Murray, the “Fifty Shades of Grey” books and movies continue to boost pleasure products around the world.
“Things like ‘Fifty Shades of Grey’ have opened the market up to more conversation now about the use of pleasure products,” Murray explained. “We did notice that when the movie came out, our website and stores (experienced) a large spike in sales of toys and fetish items.”
Jim Primrose, international sales manager for the U.K.-based Lovehoney, told XBIZ, “’Fifty Shades of Grey’ is arguably the most recognized brand in our industry, and its popularity spans the entire globe.”
In fact, Lovehoney’s sex toy line “Fifty Shades of Grey: The Official Pleasure Collection” — which was approved by author E.L. James herself — has been a big seller for the U.K.-based manufacturer, which has also fared well with pleasure product lines named after the popular heavy metal bands Motörhead and Mötley Crüe. In many different countries, Primrose explained, using an iconic name can be great for marketing pleasure products.
“The international pleasure products market is booming,” Primrose observed, “and there has never been more interest in licensed adult pleasure products. Licensed brands have a value to the consumer, and manufacturers have a responsibility to the brand to provide the highest quality products in keeping with the brand image. Licensed brands stand out in what can be a very crowded marketplace in which there exists a lot of low-quality me-too products.”
Glenn Wilde, senior sales executive for the U.K.-based distributor ABS Holdings, said that international brands need to be aware of the budgetary concerns of consumers in different countries.
“We work with many international brands, and it is always a joy to introduce them to customers new and old,” Wilde told XBIZ. “We have had great success with Fleshlight, System JO, Bathmate and We-Vibe, for example. As I deal primarily with U.K. customers, I can experience resistance to some brands based purely on price. Everyone loves the product but baulks when it comes to the price. Branding comes at a cost; all the best-selling points of any brand — the years of design, high-quality materials, packaging, media exposure, warranties and customer faith — have to be paid for, and this does mean that branded products are more expensive than more generic versions of the same thing.”
Samir Saraiya, CEO of the Mumbai-based distributor ThatsPersonal.com, cited India as a growth market for pleasure products. Saraiya, describing the Indian market, told XBIZ, “Doc Johnson, We-Vibe and Hot Octopuss products have grown well in the massager and specialty product category. In the lubricants space, pjur, JoyDivision and ID Lubricants lead the race, as we have distributed a lot of their lubricant sachets to induce trials. In India, the apparel category has fierce competition, and we have challenges with price points. In the mass market segment, the Chinese products do well. In the luxury segment, brands like Magic Silk and Hustler have performed well. The brand Screaming O is a great fit for India, as their range is well priced and they have differentiated via their product packaging.”
Whether one is targeting Europe, North America or Australia, Andrea Duffy — international sales director for the U.K.-based Rocks-Off — advises pleasure product companies to study their markets and study them well.
“Our sales teams are constantly in touch with our customer bases and also reach out to find new supply sectors,” Duffy told XBIZ. “We also attend international trade shows and in-house customer events throughout the year. I think you’ve really got to know your markets and work on what you do well while making sure that you are still holding your market share.”
