If you're not familiar with the French language, here's a quick lesson: entre nous is a little phrase you'll want to keep handy in the pleasure space. It means "between us" or "in confidence," and it's the perfect slogan for a sexual wellness company designed around the special connection between brands and the people who love them.
Entrenue — the phrase smartly condensed into a more market-friendly version — began in 1994 as a small sexual health book distributor. According to the company, the original owner opened up shop, so to speak, in his home and grew the business into a specialty adult wholesale distributor offering popular titles and erotic products.
I am humbled to know that so many brands trust us to bring their products to the market and trust us with part of their livelihood.
Once current owner Joe Casella took over in 2006, the pace quickened and the company added more than 4,000 wholesale adult novelties and 50 exclusive brands that span apothecary, CBD, intimate wellness and books.
The company focuses on servicing U.S.-based wholesale customers and holding true to what the Entrenue team describes as the guiding principle of the business: enhancing intimate lives.
“We are proud to offer the largest selection of books on sexuality in our industry; it’s where our beginnings come from,” says Casella, who runs the show as CEO. “But over the years, we have become a curator of unique, unexpected products that focus on female sexuality and wellness.”
According to Casella, Entrenue hosts the most beautiful, well-designed and reliable wholesale sensual products available, representing more than 40 brands on an exclusive basis.
Luxury manufacturers like nJoy, Fun Factory, Crave, Hot Octopuss and Dame rely on Entrenue as their sole U.S. distributor. Other ultra-modern, trendy brands like Bijoux Indiscrets, Mystim, Je Joue, We-Vibe and Womanizer only choose to partner with a select few wholesale outfits across the U.S., of which Entrenue is usually pick-of-the-litter.
When a manufacturer has a unique mission steeped in good ethics, inclusivity and superior design, they know exactly where to go when seeking mirrored values.
“I am humbled to know that so many brands trust us to bring their products to the market and trust us with part of their livelihood,” remarks Casella. “The fact that our customers choose and trust us to make their businesses and customers’ lives better is incredibly rewarding.”
While Entrenue certainly has a knack for positioning boutique-style brands, the team behind the scenes points to Casella as the glue that holds it all together.
“Our CEOwner Joe firmly believes that a friendly, accessible and well-educated staff is key to the success of Entrenue,” echo the entire sales and marketing departments. “Our tenured staff cares about nurturing and enabling our customers and their businesses to succeed — no matter how big or small their stores might be.”
As Casella points out, the “small pond” of the pleasure industry encourages life-changing relationships and growth for Entrenue staff and their customers and family alike. Casella and his team feel a great sense of gratitude for what their careers have brought them.
“I grew up in a traditional environment where sex was not discussed beyond the basics, and being in this industry has encouraged me to start that conversation with the important people around me,” says buyer Kim Maty. “My mom even asked me for a toy for the very first time, after 15 years in this industry.”
As the company pulls up to its 25th anniversary, nostalgia reigns supreme, from the enthusiasm and love from long-time staff to special goodies that beckon the return of the early ’90s.
“To celebrate our 25th anniversary, Entrenue created a limited edition 2019 Wall Calendar and went ‘old school’ with a theme that pays homage to 1994 — Entrenue’s founding date — while showcasing our amazing selection of unique and exciting brands,” pitches the company on their latest promotion.
“Do you remember what you were doing in 1994?” asks Casella and crew. Joe and Co.'s calendar is a step back in time, and he recommends reaching out to nab your own copy if you're not yet privy to this little pictorial treat.
While surveying past and present, Team Entrenue notes the industry's most significant turning point in 2012 when “Fifty Shades” was released. Since then, conversations surrounding sexuality and bedroom toys exponentially grew, leading to a streak of sales success that shows no sign of stopping.
While sex toys might be easier than ever to sell, the company hasn't missed a beat when it comes to wooing customers the old-fashioned way.
“As our culture’s use of and demand for technology continues to increase,” says Lily Wang, director of sales and marketing, “I believe that old-school ‘traditional’ dealings will become appreciated and possibly even more popular. We love connecting with our clients via phone calls versus mass texts or apps.”
Until the notoriously phone-hating millennial generation takes the reins of the industry for good, Entrenue is still readily and happily available by phone or in person at events and business get-togethers.
“Technology is important, of course — we need it for ordering, maintaining an online presence, offering drop-shipping and fast customer service,” Wang explains. “But we believe in connecting with the people we love working with! We think — hope — this is one of the many reasons why retailers in our industry like working with Entrenue.”
So what does a 25-year-old distributor predict for the future of pleasure products? Maty believes we'll continue to go mainstream, leading to an even larger market of consumers that demand quality and ingenuity. Cheap novelty was never Entrenue's bag anyhow, and their original values have since spread like wildfire to even the most beastly of giant manufacturers.
“I think manufacturers will continue to make strides in bridging the gap from adult to mainstream as demand for quality-driven product increases,” says Maty. “I also think that the focus on sexual health and wellness will continue to build as customers become more educated about their sexuality and their bodies. Cannabis will also continue to make its mark in our industry as more manufacturers add it to pleasure-enhancing lubricants and stimulants.”
Even without an entire industry full of the world's most exciting, joy-inducing products, Casella's team would likely stick around in the name of loyalty and deep friendships... though if Entrenue switched to selling office supplies tomorrow, we're pretty sure Casella would be relegated to the doghouse for such a decision.
Luckily enough, Arizona's most famous warehouse of vibrators, sexy books and all things pleasure isn't going anywhere, or changing a darn thing that's built its solid reputation.
The next time you see Casella, Maty, Wang, or any other Entrenue staff staple, wish them a happy 25th birthday. There's nothing like selling passion for a living to keep you 25 years young.
“Being in this business has been a gift. We get to work with the most talented, passionate people who will do whatever it takes to succeed, whether it’s a customer or a manufacturer,” concludes Maty. “I have nothing but respect for the blood, sweat and tears that they put into their businesses. It’s a humbling and inspiring industry to be a part of.”
