Bonner Trading USA's Ian Kulp Shares His Ambitions for BSwish, Zini Brands

Bonner Trading USA's Ian Kulp Shares His Ambitions for BSwish, Zini Brands

Last year saw the launch of Bonner Trading USA, with Jerome Bensimon, formerly of Satisfyer, at the company’s helm. With the recent addition of Ian Kulp as global sales and marketing director, the company has increased its presence in the U.S. and abroad with new distribution deals and the acquisition of pleasure brands BSwish and Zini.

Kulp says his goal is to highlight what Bonner stands for — quality at reasonable prices — in order to get its products into the hands of more consumers.

At Bonner, we are not doing it for the trade; we’re doing it for the end consumer.

Kulp’s journey in the pleasure industry began at New York City’s Museum of Sex, where he served as director of retail. Prior to that, Kulp was a global manager for a hotelier and chocolatier in St. Lucia and in the U.S., providing retail strategy and heading up merchandising.

Upon first entering the sexual health and wellness industry, Kulp says, he didn’t expect to develop such a passion for it.

“At first I just saw it as something fun to talk about at the Christmas table,” he recalls. “But it soon became a very absorbing challenge. There was a lot I needed to learn about and work on, such as safer materials, building out a network, creating affiliates and partnering with sex educators.”

Kulp’s responsibilities at Bonner Trading include defining the company’s goals, which he says are still evolving — particularly as they relate to the newly acquired but decades-old BSwish brand.

“The core of BSwish is being an approachable, energetic and joyful brand,” he explains. “Those are the three pillars we are emphasizing. In a nutshell, they are at the heart of this brand and reflect our approach to intimacy and sex. Most of all, it’s important that BSwish is accessible and viewed as body-friendly.

“We are really injecting the brand with new shapes and colors during our facelift, to elevate the brand to align with the three pillars,” Kulp elaborates. “We embrace the pillar ‘joyful’ to make sure users feel good, no matter their age. We find the younger generation is not always targeted to purchase a toy, so we want to include them but at the same time not alienate our current and aging customers. We want all generations to be involved with our brand without feeling left out or aged out.”

More than 70% of the SKUs in the BSwish catalog are battery-operated, which is somewhat of an anomaly in the pleasure industry these days.

“Being battery-operated keeps the price point very reasonable,” Kulp notes.

The company offers four specific collections within more than 100 SKUs in the BSwish catalog.

“Our Basics, Classic, Deluxe and Infinite collections make our brand approachable,” he says. “Within the collections, there may be some of the same styles but different iterations.”

Last year, BSwish’s Infinite line debuted, offering the brand’s premium collection of rechargeable toys, each with a micro charger.

“We didn’t cut corners when it came to materials,” says Kulp. “We worked directly with manufacturers to create these quality products and yet stay within a retail price point of $39.95 to $69.95. In fact, we plan to stay within that range as we continue to add products to the line, and have recently added even more styles within the Infinite range.”

Along with BSwish, Bonner Trading also added South Korean pleasure brand Zini to its lineup last year.

“The Zini brand is elevated, a premium lifestyle brand that is groundbreaking in design and manufacturing and is set to reshape the landscape of sexual health and wellness with its products,” Kulp says. “We will have more oversight into its craftsmanship, culminating with a better experience for the user. We’ll be relaunching the brand with new products, and we are quite excited about bringing Zini to the consumer. Currently, Zini has 11 SKUs and six styles, and retails between $34.95 and $99.95, which is a sweet spot. Zini offers a one-year warranty too, and is already available for preorder.”

Kulp sees all of these developments as important steps toward fulfilling Bonner Trading’s core mission.

“We want to do our best to make the end consumer happy and feel good about our products,” he says. “We’re deeply rooted in this. At Bonner, we are not doing it for the trade; we’re doing it for the end consumer. We want them to enjoy and talk about their purchase, and feel comfortable in doing so.”

Copyright © 2024 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


Affiliate Partnerships Tips for Boosting Pleasure Brands' Digital Presence

If you work in the adult industry, you probably know that affiliate marketing is a performance-based marketing strategy where individuals promote a brand’s products or services and receive commissions for each confirmed sale or referred customer.

Lauren Bailey ·

Tips for Leveraging Customer Behavior to Boost Upsells

You’re at a fast-food place, ready to order a cheeseburger, when suddenly the cashier reels you in with a brilliant suggestion: Why not add fries and a drink for only a few extra bucks? That’s upselling: a common sales technique where a seller encourages a customer to purchase additional items or upgrades to enhance their original purchase.

Carly S. ·

How Sustainability Yields ROI for Pleasure Brands and Their Retailers

Sexual wellness brands are increasingly adopting eco-conscious and sustainable practices. Many are switching to more Earth-friendly materials, reducing packaging waste and making efforts to lower energy consumption, water consumption and carbon emissions.

Kathryn Byberg ·

A Look at Diversity in Today's Pleasure Biz

As the pleasure industry has grown and evolved, so has a movement of multicultural executives, engineers and influencers challenging the status quo and working to make the sector more inclusive and representative.


WIA Profile: Tori Titus-McCrobie

What happens in paradise, stays in paradise — and Tori Titus-McCrobie won’t be leaving her tropical island of career perfection anytime soon, as the longtime sales director has found her bliss selling lubricants, sex toys and condoms to fantastic folks.

Women In Adult ·

Xgen Products CEO Andy Green Reflects on Company's 15 Years

Reflecting upon the past 15 years, during which XGEN Products grew from a relatively small distributor into a multi-brand manufacturer with 20 of its own brands and 3,000 items it sells worldwide, CEO Andy Green’s expression is nearly one of disbelief.

Colleen Godin ·

A Guide to Sustainable Pleasure Product Merchandising

Sustainable practices are no longer merely an option for the pleasure industry, but an imperative response to consumer expectations. Just as in other sectors, the resounding call for sustainability has reached unprecedented levels.

Eric Lee ·

Retailer Tips for STI Awareness Month

Adult retail isn’t all fun and flirty games. We love helping folks navigate pleasure and desire for themselves and with their partners, but brick-and-mortar staff are also on the front lines for myriad educational opportunities — especially in April, which is Sexually Transmitted Infections Awareness Month.

Rin Musick ·

A Look at the Evolution of Pleasure-Enhancing Pumps

Even though the pleasure industry is famously innovative, most “new” products are still ultimately reimagined versions of previous ones. They expand on the core idea by introducing a new feature or solution that takes the original concept to a new level of sensation, functionality or convenience.

Rebecca Weinberg ·

Platforming the Pleasure Industry With Our Collective Voice

Very early in my business career, I learned not to mix business with politics or religion. This was a foundational tenet that just made sense. For much of my career, that was easy. However, it has become increasingly difficult to avoid bringing politics into business.

Ken Sahn ·
Show More