The term “novelty” has turned into a nasty word in today’s adult retail space, and it’s not the good kind of nasty that comes with the territory.
Susan Schibler thinks it’s time to re-invent the adult novelty category with products that actually live up to the definition of novel. Schibler is the founder of It’s the Bomb, a manufacturer and retailer that crafts top-notch goods for the bathroom, bedroom and bachelorette party.
It’s the Bomb is all about creating sensual, sometimes naughty products with a touch of class.
“Bath and body — softer goods that fit into the ‘self-care’ category — is a growing market and knowing our items are custom-made gives new customers confidence to work with us,” says Schibler. “Most of the products under the It’s the Bomb brand have never been done before, which means we’re setting precedents and consistently surprising people.”
Schibler is a serial entrepreneur and former restaurant owner, interior designer, and real estate investor. Prior to opening It’s the Bomb, her only retail experience was on the consumer end of the cash register. Now she runs her small and lucrative business alongside her sister, Dianna, and daughter-in-law, Laura.
Schibler says it’s usually an all-day laugh fest when these three come together to experiment with new fragrances, designs and colors, and cheeky, clever names for their more erotic pieces.
“I was inspired to create sensual bath and body products that could be sold within adult retail as entry-level adult purchases, attracting new shoppers with creative and quality body care line,” says Schibler.
Even in the age of sexual health trends, not everyone is comfortable walking into an adult boutique and buying a sex toy — or even a sensual bath product, as was the case for Schibler.
“Though there’s been major improvement and evolution, some adult stores still don’t feel welcoming or comfortable for women to visit. I’ll admit that before I started It’s the Bomb, I couldn’t comfortably walk into an adult store without having a cocktail or two first,” Schibler confesses.
It was these such experiences that led to the birth of It’s the Bomb, which has become an approachable sensuals brand spanning every popular product category in sexual wellness and good ol’ fashioned adult novelties.
“I’ve always wanted these shops to feel more fun, friendly and sexy for shoppers like me,” she says, “and I was inspired to build a sensual brand with which they could connect.”
According to Schibler, It’s the Bomb is a series of high-quality bath and body products that she describes as sensual, naughty and whimsical. Hence the company’s name, they manufacture eight varieties of bath bombs with 25 different fragrances and a series of odor-concealing, so-called Poo Bombs that can be dropped in the toilet after doing your really dirty business.
“It’s the Bomb is all about creating sensual, sometimes-naughty products with a touch of class,” says Schibler. “We want to make it easy for shoppers to access high-quality bath and body care featuring soothing ingredients, lovely scents, and fun designs that aren’t the same old shapes and fragrances.”
One peek at Schibler’s retail website, ItstheBomb.com, and her corresponding wholesale site, ItstheBomb.biz, and you’re transported to a one-stop shop for everything fragrant and fun.
It’s the Bomb has managed to stock just about anything customers could possibly want for a soft-but-sensual gift or a romantic night in: CBD bath bombs and lotions, oils and gummies; soothing Bathing Crystals; bachelor and bachelorette novelties for wedding parties; gift sets and all sorts of sex toys.
Schibler and Co. even design and hand-pour erotic and novelty soaps-on-a-rope, including 20 different erotic shapes, like butts and breasts.
As cannabis products pick up steam in the U.S., Schibler says her current best sellers are found in the CBD Collective section of her web shop.
“Our Sensual CBD line is doing really well,” tells Schibler. “Our CBD Lube was nominated for two awards and one of our brick-and-mortar store partners has been selling out of the CBD bath bomb packs and spa massage oil weekly. Our CBD is tested and certified, unlike the majority of CBD products on the market right now, which sets It’s the Bomb apart.”
Schibler additionally offers wholesalers the option to customize product bundles that target their desired demographic or add value to retail relationships. “We’ve also found that our Naughty Bits Bucket, a special combination of products that we created exclusively for Entrenue, has been doing extremely well thanks to their impulse-friendly design,” she notes.
Schibler’s focus on honoring a quality design and production process sets her apart from other companies who got their start in the traditional novelties and party goods category. Schibler’s level of dedication to consumer health shows immense promise in re-routing the course of the modern novelty sector.
“It’s important to me to do things right,” she says. “During the development process, I’d rather start over completely than skimp on something or risk not completing it correctly.”
It’s the Bomb’s entire catalog of products, whether manufactured under Schibler’s brand or sold as retail from a customer partner, are safe to use inside or outside the body. It’s the Bomb sex toys won’t sting your inner parts, and their bath and body products won’t land you in the gyno’s office.
“Our customers notice how well-made It’s the Bomb products are, and I hope that my passion and attention to detail really shines through along the entire supply chain — especially the end user,” says Schibler. “The retailers who’ve agreed to test our products continue to see consistent results and place regular reorders. It’s the Bomb soaps and bath bombs are fast-moving consumables, which makes them especially valuable for brick-and-mortar stores.”
In the coming year, there’s no telling how many new product releases we’ll see from Schibler and It’s the Bomb. This fast-moving team of creatives have more ideas in the works than they can fit into a single year of production.
“We have been exploring new markets, including using It’s the Bomb products as a gateway into mainstream retail, and we are excited to continue experimenting with new product lines,” concludes Schibler. “I have an ongoing checklist of product design ideas, many of which I still need to get to!”
