profile

EP Products Takes Pride in Focus on Canadian Retailers

EP Products Takes Pride in Focus on Canadian Retailers

Yet another “accidental sex toy career that spun itself into an industry success” story? It’s beginning to seem like the best way to create a thriving pleasure products business is to avoid trying too hard to make it happen. Such is indeed the story of the now well-known and -loved team at EP Products.

Today, the Canadian distribution outfit carries over 3,000 items, ranging from traditional brand names like Pipedream and Nasstoys to ultramodern brands like b-Vibe and Satisfyer. But it wasn’t terribly long ago that EP founder Don Wilson had barely dipped his toe in the waters of adult retail.

“What one customer finds beautiful or fun, another might find pricey or cheesy, so we ensure we are not just marketing towards a single style when we look at our overall inventory.”

“Opening a sex toy distribution warehouse, I can’t say was a planned venture but more of a transitional one,” recalls Wilson, a no-nonsense kind of businessman who runs the show from the company headquarters in Port Coquitlam, British Columbia.

“For years I was in the retail industry and as things were changing, more products became available online with ecommerce and Amazon, so I had to look at other avenues to continue to be an entrepreneur,” he continues. “Already selling adult videos to retail stores, I picked up a few other products, and then added a few more, until I took over my brother-in-law’s warehouse space. It became a family business with my brother-in-law as the shipper and warehouse operator, my sister and niece came on board in the office, and as we have expanded our business, we’ve added more members to our team.” Wilson might never have made the switch to the toy world if it hadn’t made business sense, but once he did, he readily embraced sex positivity.

“One thing I have found in this industry is that it really supports diversity and inclusion. No one is judged and it promotes sex-positivity, sexual empowerment and sexual education,” he says with pride. “It is rewarding to help and educate store owners, who in turn can share the knowledge with consumers.”

Established in 2013, EP Products focuses on serving Canadian customers exclusively.

“We have no plans to expand our distribution internationally, as we feel it is imperative to meet retailers’ requirements in a timely, cost-effective manner,” Wilson shares.

Though formerly a video guy,

Wilson has turned his full attention to the sex toy space. If there’s an innovation, he’ll make sure he knows about it — and if there’s ever a need for improvement, his suppliers can be certain they’ll hear about it.

“We have made it our company mission to focus on providing exceptional customer service and quality products to customers, while meeting high health and wellness standards. So, we work closely with our suppliers, providing feedback on products for all body types, considering body-safe materials and also retail practicality,” says Wilson.

“Working directly with the manufacturers has been fun and rewarding, building great relationships in the process. All our suppliers know if they ask me for feedback, I will gladly give it to them,” he admits with humor and honesty. “We’ve been told a number of times that specific changes in products or packaging are due to my ‘constructive criticism’ that I pass along from our wholesale customers.”

Wilson relies on the innovation birthed from such interactions to keep his customers and their consumer audience coming back for more.

He says that first and foremost, EP Products’ goal is to offer innovative, attractive and modern pleasure toys that are a fair and good value to both the retail client and the end consumer. EP keeps its inventory fresh by maintaining a balance among different types of products.

“What one customer finds beautiful or fun, another might find pricey or cheesy, so we ensure we are not just marketing towards a single style when we look at our overall inventory,” he remarks. “We strive to continue to listen and learn from our customers, and are always receptive to product requests.”

Speaking of Wilson’s famous constructive criticism, he has a few words — well, paragraphs — of advice for the whole industry on behalf of his knowledgeable retail clients.

“Manufacturers first will need to continue expanding and evolving technology in toys,” he advises. “The rechargeable toys were a great innovation and are here to stay, but the next generation includes expanding voice technology, interaction and more phone apps.”

Wilson also sees the importance of the “green” movement spilling over from mainstream product marketing and manufacturing.

“Manufacturers will need to produce more competitively priced green products and packaging to satisfy consumer demand to sustain the environment,” he notes. “We are already starting to see some great ideas in these areas and are looking forward to manufacturers building on these concepts.”

If retailers think they can escape Wilson’s all-seeing business eye, they simply don’t know him. He’s got plenty of tips for the B2C sector too.

“Retail stores, moving forward, will need to enhance their physical spaces and increase a supporting online presence to provide the best customer service,” he advises. “As a distributor, we have seen a huge increase in drop-ship type transactions from our retail customers, and we support them in any way we can to grow their online presence.”

Those who haven’t yet had the pleasure of making Wilson’s acquaintance will be able to when the company hits the road to exhibit at trade shows.

“We have missed our industry colleagues and are excited to continue attending more upcoming manufacturer shows,” he says. “We will be ready to showcase exciting changes in adult toy products and promote inclusivity, which includes color, sizes and gender fluidity.”

For Wilson, finishing out 2022 includes sending his staff out on retailer product trainings or coordinating Skype training sessions. Working closely with both manufacturers and retailers to bridge the sales and education gap is top priority, to ensure his suppliers can keep supplying and his retailers can continue selling.

Looking back over the last handful of years, Wilson concludes, “distribution added a whole new dimension to my adult retail, warehouse and sales experience. EP Products Canada is well positioned to continue growing and shaping our product lines and customer base. Our focus is always on the customers’ success, so continuing to strive to provide the best customer service is our goal in the future.”

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

How Pleasure Brands Can Ethically Market to LGBTQ+ Communities

Every June, the rainbow floodgates open. Suddenly, pleasure products are “Pride-themed,” companies change their logos and brands rush to show just how inclusive they are — at least for 30 days. But as a queer, nonbinary marketing strategist who works with adult brands year-round, I’m here to say: Rainbow dildos alone are not progress. They’re often just noise.

Hail Groo ·
opinion

A Retailer's Road Map for First-Timers' Anal August

Anal August offers a prime opportunity for brands and stores to capture new customers and drive growth in a category that’s gaining mainstream momentum. As consumer interest in anal play continues to rise, now is the time to meet first-time buyers where they are, with approachable products, trusted education and a clear path to pleasure.

Matthew Spindler ·
opinion

Optimizing Your Leadership Through Wellness Practices

For many of us, 2025 has proved intensely stressful — and we’re still only halfway through the year. In times like these, it may seem counterintuitive or even irresponsible to talk about seeking pleasure. Yet pleasure, presence, joy and connection can help you return to a mental and physical state that allows you to face and handle stressors.

Sarah Tomchesson ·
opinion

Chastity Play Is Trending: Why It Should Be in Your Marketing Strategy

From chastity fetishes to power play, erotic control — once considered an esoteric niche within the world of BDSM — is now entering the mainstream. Google searches for “chastity cages,” “chastity fetish” and “orgasm denial” have exploded over the past year, with interest especially high for beginner-friendly models.

Naima Karp ·
opinion

A Look at Adult Retail's Role in Community Care

In the adult retail industry, we focus on empowerment, exploration and connection. We connect people with products that can transform their relationships with their bodies, with their partners and with themselves.

Rin Musick ·
trends

A Deep Dive Into Key Trends Shaping Pleasure Products

In 2025, the pleasure industry is evolving in intentional ways. Rather than racing toward newness for novelty’s sake, brands are reassessing everything from shape and function to what price intended shoppers can afford.

Ariana Rodriguez ·
profile

WIA Profile: Jia Jeng

Modern branding is all about storytelling — and Jia Jeng certainly knows how to tell an authentic, perspective-shifting tale. As brand manager for ID Lubricants, Jeng applies her creative talent to shaping the long-established company’s public image in a way that aligns with her own vision for an ethical future.

Women in Adult ·
profile

Spicerack Market Offers Indie Brands a Launching Pad

Spicerack Market is an ecommerce platform with the heart of an artisan crafter and the soul of a kinkster. On the website, independent sex toy makers, lingerie seamstresses and kink gear craftspeople can set up a personalized shop to sell their handmade wares, unhindered by censorship or bans on adult products.

Colleen Godin ·
opinion

Strategies to Bring Pleasure Brands into the Spotlight

Every brand dreams about landing a feature in The New York Times or Men’s Health — and pleasure brands are no exception. After all, mainstream media coverage isn’t just a vanity milestone. It builds trust, attracts new audiences and opens doors to connecting with retailers, partnerships, and investors.

Hail Groo ·
opinion

Is Your Retail Business Sextech-Ready?

Sextech isn’t just a niche novelty anymore; it’s the future of sexual wellness. From wearable sex toys that provide biofeedback to interactive sex toys with AI capabilities, sextech has made significant progress over the past few years.

Kate Kozlova ·
Show More