profile

Dragontailz Owner Randy Broadway Talks Company’s BDSM Roots

Dragontailz Owner Randy Broadway Talks Company’s BDSM Roots

Ten years ago, the “Fifty Shades of Grey” book release catapulted BDSM into the mainstream. Each year since, kink has garnered increasing attention in movies, TV shows, music videos, social media and fashion trends. Those in the pleasure products industry know this widespread fascination with BDSM isn’t a passing fad. Riding crops, ball gags and floggers are common fare in mainstream sex shops and they’re here to stay.

According to Randy Broadway, owner of Dragontailz, he focuses on handcrafting affordable quality kink gear with both lifestylers and newbies in mind.

No one else has 30 years of experience in the lifestyle, of designing their own toys, and maintaining this level of quality.

Dragontailz was founded out of a personal need. Thirty years ago, as a new BDSM lifestyler himself, Broadway was frustrated by the lack of quality impact play implements available. Putting his background in engineering and hobby work to use, he set out to make the gear he wanted but couldn’t find in stores.

After his craft leather whips and floggers drew attention at events and parties, Broadway began making toys for friends. As the demand for his one-of-a-kind items grew, it became clear he was onto something. He opened North Carolina-based Dragontailz in 2002. His namesake whip, the Dragontail was the first of its kind and is now after among BDSM enthusiasts.

“My original design was the Dragontail. It’s a rolled leather whip and we perfected that. We have the only one on the market. People have copied it, but no one's come close to what we have,” Broadway told XBIZ. “People that pick up ours, who have bought other people's dragontails instantly say ‘this plays nothing like the one I have. Yours is far superior.’”

Today, Dragontailz offers floggers, dragontail whips, collars, cuffs and more made from high-end leather. Cowhide, kangaroo, buffalo, elk, bison, moose, bull hide, and mule are among the company’s standard materials. “We use three different kinds of leather in almost all of our toys. But the Dragontail is made from the same leather that Ferrari and Rolls Royce use in their cars. It's more expensive, it holds up better, and lasts longer.”

Broadway prides himself on sourcing only the finest materials. Dragontailz’s North Carolina location allows easy access to top-grade leather used in the furniture manufacturing industry. “I handpick the leathers we use. I spend generally one day every week driving around to my various suppliers to find different colors and textures. All the furniture manufacturers in North Carolina shop these leather distributors who have all this inventory. Lazy Boy, Broyhill, Henredon, Drexel — they're all shopping the same places I shop and buying this Italian leather for their high-end furniture.”

These supplier relationships also allow Dragontailz to consistently offer small-batch specialty runs. “We have 20 different colors in our collection. In addition to that, we do a whole range of limited editions in new colors, designs and textures. We’ve done a zebra colored flogger, alligator, snake, lizard. This year we released a Florida collection, which is tangerine orange, purple, pale lime, sky blue and teal. And these are limited editions — when it's gone is gone.”

While Dragontailz does a small number of consumer sales via website and event vending, most of their business is direct wholesale. Broadway says that he knows the retail market well and has crafted his 65 SKUs and MSRPs to attract attention. Nothing in Dragontailz' collection is over $200. In fact, half of their line is retail priced under $100. All Dragontailz items have a limited lifetime warranty. Additionally, if retailers can’t move inventory for 180 days, they can exchange it for better performing items.

Dragontailz caters to four target audiences — the bachelorette crowd, novice users ready to upgrade from or bypass their first low-end toy, intermediate users who are beginning to amass a collection of varied kink gear, and experienced lifestylers. Broadway has also devised a strategy to capitalize on a key trend. While first-time buyers were on the younger side a decade ago, that audience now skews much older.

“Fifty Shades has totally changed the dynamics and the demographics for our industry.” Broadway goes on to explain that the typical kink-curious customer is a middle-aged woman. “She's walking into her first sex shop very apprehensive, very timid, very scared. She walks up to the counter and says, ‘My husband and I are looking to get into this stuff, can you tell me or show me?’”

Broadway urges his retail customers to display high-end fetish gear behind the register. “This middle-aged lady is too terrified to walk past all your masturbators, cock rings, and everything else to go to the back and look at something in the dungeon. This way, she’s at the front counter asking, ‘Can I touch that and see how it feels?’ And you start a conversation. Now you just hooked her because you’ve gotten a personal connection going. She's going to come back and shop.”

To serve various customer profiles, Dragontailz offers introductory dragontail-style whips and floggers in addition to high-end gear. Typically, as a person's BDSM proficiency grows, they level up to heavier weight impact items. With a flogger, for instance, someone that starts out with a 24-tail item might upgrade to a 36 or 50-tail toy made from heavier leather when they become more experienced.

Beginner pieces typically transition to low-intensity warm-up tools. Unlike cheaper beginner gear that falls apart after long-term use, Dragontailz’s introductory selection is constructed to last a lifetime and remain a part of a growing collection, Broadway says.

“For those who seek only the best” is Dragontailz’s infamous tagline. According to Broadway, that’s not just a catchy phrase but a reflection of the company's unwavering dedication. “Our core value is to provide people with a higher quality toy that’s not going to fall apart on them and that they can use for the next 30 to 40 years.” Broadway adds, “No one else has 30 years of experience in the lifestyle, of designing their own toys, and maintaining this level of quality.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

Why Sex Toy Innovation Isn't What Shoppers Want Right Now

During my first year in the industry, the luxury vibrator on shelves was LELO’s Gigi, priced at $109. It was made with high-quality silicone, boasted an ergonomic design, a travel lock and a warranty. Soon after, Je Joue released its first product, SaSi, which employed “rolling ball” movements to simulate oral sex.

Sarah Tomchesson ·
opinion

How Adult Retailers Can Enhance Sales With Supplements

The supplement industry is big business. In 2024, Future Market Insights estimated it to be valued at $74.3 billion, and other market research firms anticipate that number will grow to upwards of $170 billion in just 10 years.

Rick Magana ·
opinion

Why It's Time the Pleasure Industry Got Serious About IPX Waterproof Ratings

As someone who regularly communicates with manufacturers, retailers and consumers, I’ve seen how this ambiguity can do a disservice to both the customers who use these products and the businesses that sell them.

Alicia Sinclair Rosen ·
opinion

Tips for Sexual Wellness Brands to Win Over Gen Z This Summer

As summer rolls around, the excitement in the air is palpable, especially for one particular demographic: Gen Z. College and university classes are over, vacations are booked and it’s time to let loose.

Naima Karp ·
opinion

Celebrating the LGBTQ+ Community With Inclusive Packaging Design

Pride Month is a time of visibility, joy and self-expression. In the pleasure industry, projecting that energy can start with something as simple as a box. Market research shows that 72% of U.S. consumers say product packaging influences their purchasing decisions.

Matthew Spindler ·
profile

WIA Profile: Pettus Ashley

Pettus Ashley brings her A game to the world of authentic adult branding, flitting between airports as the American face of U.K. brand Bathmate. As a company brand ambassador, Ashley personifies Bathmate’s dedication to the retail world, showering staff with equal amounts of appreciation and sales education.

Women In Adult ·
profile

Good Relations Fosters Sex Wellness, Positivity for 40+ Years

Melinda Myers, the founder and owner of Good Relations in Eureka, California, was still in college when she got invited to attend her first pleasure products home party.

Quinton Bellamie ·
opinion

Why It's Time for Pleasure Brands to Stop Ignoring B2C Marketing

For many B2B adult brands, marketing to consumers feels like a waste of time. I’ve heard it so many times: “We sell to retailers, not consumers. Why should we invest in B2C marketing?”

Hail Groo ·
opinion

The Midlife Movement Is Exploding; Is the Pleasure Industry Ready?

In marketing, there tends to be an emphasis on the younger generation — the trendsetters. The assumption is that appealing to the younger market has a halo effect on older consumers, who look to younger folks for what is on trend.

Sarah Tomchesson ·
opinion

Gender Play Gets Creative With Fantasy Toys

Sex toy manufacturers are increasingly recognizing the value of fantasy products, expanding their lines to include ever more diverse designs. What was once considered a niche market has proven to have broad appeal, demonstrating that people are eager to explore desires that extend beyond conventional human experiences.

Rin Musick ·
Show More