As part of XBIZ’s “Execs of 2018: The Year in Review,” the adult retail market's most prolific businessmen share their thoughts on the top trends that propelled business this year.
A natural decision-maker equipped with hard-earned experience and unrivaled ability to steer the ship, these exemplary talents define this consummate professional in every area he pursues. With unbound passion this powerful executive was born to lead and driven to succeed.
Each of the executives we spoke to below is among the finalist nominees for Businessman of the Year in the retail edition of the 2019 XBIZ Exec Awards.
What new goals or challenges kept you driven in 2018?
Ron Braverman
Founder and CEO, Doc Johnson
“Many of the reasons for our success today will continue to be the reasons for our success tomorrow: our obsession with improvement and superior product quality, our strategic focus on R&D, and the richness and diversity of our sub-brands as well as focusing on making sure these brands fill the gaps in what consumers actually need and want. The consistency in our execution is supported by a blend of creativity and data as well as the increasing importance of regularly gaining feedback from our valued customers. Beyond those constants, looking ahead, we’ll begin to increase our investment into building the equity of our brand — the Doc Johnson brand name —which is more essential than ever in a world of consumer hyper-choice. All companies, both B2B and B2C, are now facing an era where demographics and consumer trends are changing much faster than ever before. We must ensure that we build on our strengths and stay agile and adaptable to compete effectively, delivering strong performance and building our reputation in a more demanding world.”
Steve Callow
CEO, Perfect Fit Brand
“As we head into 2019, we are excited about new products and new partnerships. We not only have a number of beautifully designed, truly innovative products being released, or about to be released. The just released Perfect Fit Male Masturbators have taken off like rockets. Forthcoming is an entirely new line of products coming along with several great new partnerships. Both will be announced in this issue of XBIZ Premiere. While we are excited about the new products and partnerships, our challenges are twofold: the first, to raise awareness and respect at the distributor and vendor level for intellectual property ownership — don’t sell knock-offs. The second is to champion the incorporation of sexual wellness principles into the adult novelty industry.”
Bob Christian
Director of New Business, Adam & Eve
“2018 has held plenty of exciting challenges for our Adam & Eve Retail Stores. Achieving meaningful store sales growth year over year is huge. To do this, our wholesale group — Chad, Wendi, Mary — really improved efficiency, product selection and pricing. Collaboration with Adam & Eve corporate has been a big challenge and a big part of helping the franchised stores with a new POS system and store web sites, which are working pretty synergistically with AdamEve.com. Getting new franchisees and new stores open is always tough, since zoning issues still make it so hard. So, we have put more resources into site selection. Send interested folks our way!”
Ruben Deitz
CEO and President, Shots America
“I am an extremely driven individual and do not need much motivation to drive me. My biggest motivation is to fall short of my own high expectations. I love what I do and take great pride of my work ethic and high standard. I am my biggest critic, and that is my biggest driving factor. I have always followed the teachings of the greatest economic minds of our time and have applied them to my business, and they have always been helpful in achieving my goals…. But, my biggest challenge is always keeping a balance between work and family.”
Dean Elliott
Owner and CEO, Sliquid
“I always have the drive to keep doing more and more. I think this is a quality most entrepreneurs exhibit fairly naturally. For me, the goal is always to continue offering clean, quality products that keep our customers happy and loyal to our brand. Beyond that, I also grew the Sliquid team to include new creative minds with fresh perspectives. Having a group of talented individuals that I consider to be like family to me working every aspect and challenge of our business really keeps me driven to continue growing the company.”
Joel Kaminsky
President, Good Vibrations
“The biggest challenge we faced in 2018 was staving off increased competition from Amazon and direct competition from many product manufacturers. Additionally, many businesses have tried to liken themselves as being sex-positive and educational simply by using those terms or holding relevant workshops — while not being properly educated and continuing to market products which we don’t consider body-safe and/or healthy: unregulated pills, solvents, etc. The other large challenge in the past year has been staffing. The low unemployment rate has lasted for quite a while, and hiring has never been more difficult. What keeps me driven? The mission of providing a comfortable, shame-free environment for our customers!”
Justin Ross
Founder and President, Screaming O
“We’ve always been known as the company that offers fun, beginner-friendly disposable and small reusable toys. While that still remains a core part of who we are, we’ve also grown and expanded into new segments where we’ve seen a need for quality rechargeables at affordable prices. One of our goals this past year has been to shift consumers’ brand perception to understand that it is possible to make body-safe, thoughtfully designed, rechargeable toys while still remaining affordable and accessible to new and experienced users alike.”
Elliot Schwartz
Owner and Founder, Nasstoys
“In a continually changing and evolving market, we really spent 2018 focused on releasing high-quality items with new and updated packaging that was appealing to all sectors of the market. Being in this business for over 40 years, I have seen many trends come and go; staying up on all the current trends, new materials and technology is what has kept me driven this year to continue innovating with our team at Nasstoys.”
Ari Suss
Founder and CEO, XR Brands
“One of our top 2018 goals was to maintain growth momentum by finding creative ways to expand brand awareness. This year, we made a strategic partnership with Curve Toys so XR Brands could benefit from their proprietary ultra-realistic, Bioskin material, which is used to make some of the best dildos and molded body pieces in our industry. To help meet our goals on growth, we hired additional support staff to enable XR Brands to meet with our customers more often. The XR Brands team has focused on developing select new high-tech products and industry firsts, including our Urge remote-control strapless strap-ons and our upcoming Shegasm Rabbit Thruster with clitoral suction. XR Brands has received international recognition as a leader in the fetish industry with four top Fetish Company of the Year awards, and one of our key goals is to continue inspiring our team and exciting our customers with new products in 2019.”
Michael Trigg
CEO, Trigg Laboratories
“My highest priority in 2018 was ensuring the successful launch and implementation of our reinvented packaging with the latest advances in label technology and tactile 3D printing. My goal was to create eye-catching graphics that jumped off the shelf, and we definitely accomplished that. I was highly involved in the creative development of our labels, working side-by-side with our graphics team to achieve a design that was modern, clean and sexy. I knew the updated packaging would be well-received, but its reception has surpassed even my expectations. Store owners across the nation love the new look, which quickly grabs the attention — and sales — of customers. The launch also included Wet Elite Femme, a premium lubricant line created for women by women, and our Desserts line — which includes Frosted Cupcake, currently our best-selling flavored lubricant. I’m thrilled with the press and accolades we’ve received for these lines, as with all of our products.”
