Since 2003, Enchantasys’ family of retail boutiques has been supplying its shoppers with a selection of products for enhancing their sex lives. With six locations across Middle America and a seventh in the works, this chain has its eye on growth and offering consumers value. In addition to carrying an array of intimacy products, Enchantasys prides itself on being a hub of community education. Their team of wellness experts provides community support both in-store and online, answering pleasure questions, leading workshops, and coaching customers through sexual difficulties.
Certified sex educator, author and pleasure products industry veteran Ducky DooLittle joined the Enchantasys team as director of marketing in February. She recently sat down with XBIZ to talk about Enchantasys’ accomplishments and vision for the future.
Enchantasys loves exploring new ideas and we take pride in offering our customers the newest innovations.
XBIZ: What’s Enchantasys’ origin story?
DOOLITTLE: Enchantasys was founded by two high school sweethearts, Jim and Kim. They lost and then found each other again — in a flower shop. Two natural entrepreneurs, they fuel each other.
Jim and Kim went on to buy that flower shop. Love and romance were easy because they live it in their own relationship and love, inspiring that kind of experience for others. They opened their first Enchantasys in Fargo, North Dakota. Nearly two decades later and their impact on the world continues to grow.
XBIZ: Enchantasys’ focus has traditionally been brick-and-mortar sales. As of late, the chain has beefed up its e-commerce presence. What kind of impact has this had on the brand?
DOOLITTLE: We have had a great time working on our website, which continues to evolve. Historically e-commerce has been a moneymaker for Enchantasys, but like so many retailers from all industries, the pandemic shined a bright light on how vital e-commerce buying is for our customers. We were able to care for people with online sales even in the darkest days of the pandemic. As life and the world open again it’s been fun to see the sales remain high.
XBIZ: We see a new store has opened over the past year. What is behind this expansion, and what plans are there for future locations?
DOOLITTLE: We just opened a big, beautiful store in Killeen, Texas. It is a cool town that is right next to the Fort Hood military base. One of our Fargo locations is moving to a space that is twice the size of its current location. We are tickled to report that it will now be our largest location. And there is another store in the works that will open in 2021 but we are not ready to announce the city yet.
XBIZ: Ducky, you’ve just recently joined the Enchantasys family. What made you want to be a part of this team? What are you most excited to bring to the brand?
DOOLITTLE: I have been around this industry my whole adult life and it has been really good to me. I started my career in retailing, working everywhere from gritty 42nd street to the most beautiful boutiques in NYC.
I went on to work in manufacturing and distribution and found amazing opportunities to grow my skills. But B2B also created a disconnect with consumers that did not suit me.
When Kim and Jim reached out and asked me to join their team, it was like the skies opened. I was thrilled to get back in touch with consumers. I love being able to talk about the best of all the brands and not be tied down to a singular brand.
I also really admired the humble and hard work ethic of the Enchantasys teams. Everyone takes really good care of our customers, and I am proud to be a part of that.
XBIZ: How challenging has it been for Enchantasys to adapt to online-only tradeshows and merchandising support during the pandemic? Were there unexpected benefits?
DOOLITTLE: We are doing well. As a company with stores that populate flyover states, we have historically had a hard time getting brands to visit.
When the pandemic hit in 2020, Enchantasys kept everyone on the payroll and paid our teams to devour everyone’s online trainings. The plethora of online training available now continues to serve us and our customers.
The online trade shows are vital. Our relationships with manufacturers are stronger than ever and we all do the best we can with the endless Zoom meetings that trade shows currently require. The fact is that the meetings remain valuable, but we can’t wait to see everyone at future shows!
XBIZ: Who is your typical retail customer? And regarding customer retention, how do you cultivate and grow these relationships?
DOOLITTLE: Our customers are diverse. We take pride in creating a non-judgmental space for all. We do this by creating warm, clean stores that are full of beautiful lingerie. The deeper you go into the store, the more explicit the products may become. This allows customers to have a shopping experience that suits them.
We have a many-pronged approach to inviting customers to return, including highlighting new releases, consistently fresh merchandising, online and in-person events, and quality consumables.
XBIZ: What do you see for the future of sex tech and the evolution of the retail industry? How will Enchantasys fit into that vision?
DOOLITTLE: A great retailer can fuel innovation. Enchantasys loves exploring new ideas and we take pride in offering our customers the newest innovations.
Enchantasys is not the kind of store where consumers are left to fend for themselves. We take every opportunity to earnestly listen to consumer desires and offer good options.
We also have great relationships with industry innovators and love to be able to give them honest feedback on consumer response. We are happy when manufacturers ask for and embrace our feedback.
XBIZ: Decades from now, what do you think Enchantasys’ legacy will be?
DOOLITTLE: Enchantasys will always be a safe space to ask an honest question. We are the perfect place to explore ideas, discover new experiences, learn about pleasure, and to feel beautifully empowered.
