Once seen mainly as logistics providers, distributors have progressively taken on additional and complementary roles in the pleasure industry: as educators, marketers and even brand builders. Distributors introduce brands to consumers all over the world, applying their own unique strategies to selecting the best products for their customers in various markets. Supporting those customers with quick, smooth delivery and effective product training has also become a key focus for distributors. They make pivotal choices about which products to stock, how to support retailers — large and small, online and brick-and-mortar — and about how to handle global supply chain shocks. Those choices influence what reaches store shelves and, ultimately, how the people who buy those products experience intimacy.
Given how vital distribution is to the pleasure products ecosystem, this report will explore the considerations that impact distributors’ decisions, as well as how they cope with supply chain hiccups, provide crucial education, cater to independent sellers and more.
As consumer demand evolves quickly, distributors ensure retailers get access to products that are properly vetted, reliably supplied, and supported with the marketing and education needed to optimally sell them.
Perfect Picks
Every distributor faces the same core question: Which products deserve a spot in the catalog?
Noveltoys Import, which distributes throughout South and Central America, vets new products through a blend of market analytics, trend forecasting and direct feedback from retail partners, according to CEO Reynaldo Cedeño. He adds, however, that the company also weighs more subjective factors.
“We look for innovation, inclusivity and quality — products that not only meet demand but elevate the consumer experience,” Cedeño explains. “If it sparks curiosity, solves a need and aligns with our brand values, it earns a spot.”
That combination of quantitative and qualitative criteria, Noveltoys finds, helps weed out products that mainly offer novelty for novelty’s sake.
Phoebe Grott, director of strategic partnership for Nalpac and Entrenue, describes the process as “a fine balance.” While innovation is always enticing, she notes, products must also match shoppers’ practical needs.
“Products that capture the customer’s imagination, or improve the sensation and design for a more pleasurable experience, are always of interest,” Grott observes. “However, retailers are reporting more price sensitivity among shoppers, who are looking for value and want to stay within the budget they came in with. Folks are looking for more bang for their buck, and tech-forward toys are typically more expensive.”
Something as basic as packaging, Grott adds, can make or break a product’s chances.
“If a product does not have the information and product imagery that stores need to convert the customer, or tester programs, then no matter how innovative and enjoyable it is, the product will be dead on the shelf.”
Veronica Garcia of Southern California-based distributor Holiday Products seconds that, adding that brick-and-mortar stores have also been especially vocal in demanding supportive marketing assets, including testers whenever available.
Holiday, which boasts more than 40 years of experience, taps into the expertise of its sales and purchasing teams to evaluate new products and partnerships, says the company’s director of purchasing, Susanna Molina.
“We understand what performs across all channels: brick-and-mortar retailers, home party planners and those with a strong online presence,” Molina attests. “Our goal is simple: to feature proven brands, introduce new and exciting products, and help drive results.”
When it comes to product categories currently driving retail success, distributors’ views vary. Björn Radcke, head of sales and marketing for Orion Wholesale, says his company selects its offerings based on a blend of experience in its many retail channels, customer feedback and, of course, sales. Of late, he notes, feedback and sales show compact, ride-on vibes trending among retailers.
“Niche products such as dilators are also in high demand,” Radcke adds.
Other players, however, see retail leaning more into the sexual wellness category. Grott notes that condoms, male enhancement pills and supplements are on an upswing. Mr. Checkout Distributors President Joel Goldstein likewise emphasizes the value of consumables.
“These products deliver strong repeat purchases, higher margins and allow independents to meet consumer needs without competing directly on price with online-only giants,” Goldstein says.
In South America, Cedeño has seen a spike not only in the wellness category, but also in a range of other areas, including tech-enhanced intimacy and gender-inclusive offerings.
“There’s a noticeable shift toward body-safe materials, discreet designs and products that support sexual health and self-care,” he says. “But monster and alien dildos have also been hot items lately, and new couples games have been seeing strong demand as well.”
Supply Chain Strains
Of course, even the most carefully curated catalog can face daunting obstacles once unpredictable supply chain issues enter the equation.
“Many things have become more challenging to plan, and more short-term,” acknowledges Radcke.
For Nalpac, tariffs have further complicated ongoing challenges.
“Buying patterns and stock availability have been irregular,” Grott explains. “This, along with manufacturers incurring massive costs to bring in products, has led to back orders and unpredictable lead times.”
Cedeño describes global logistics as “a rollercoaster — from raw material shortages to unpredictable shipping timelines and higher costs.” He notes that Noveltoys has responded by diversifying sourcing, investing in smarter inventory systems and building buffer stock for high-demand items.
Mr. Checkout has also been strategizing around consistency of delivery, which Goldstein says has now become as important as price.
“Freight costs and international shipping delays remain pressure points,” Goldstein admits. “However, we’ve focused on securing domestic supply wherever possible, and working closely with manufacturers to forecast demand so independents aren’t left waiting.”
Nathan Morimitsu, marketing manager for pioneering adult products distributor Eldorado, predicts that such pressures will help convince more stores of the value of distributors.
“They face challenges such as having enough staff to run warehouses and handle tasks like breaking up cases of products for smaller shipments,” Morimitsu points out. “They’re not going to want to deal with all that when they can just sell a distributor a full case, and then we handle breaking it up into smaller orders, shipping and similar tasks.
“It’s beneficial for us as distributors,” he adds. “But ultimately, I believe it could improve the industry as a whole because it means retailers won’t have to commit to large purchases of items that may or may not sell.”
Knowledge Is Sales Power
Distributors today are more than just suppliers; they also serve as educators. As categories grow more complex, training staff becomes crucial for driving sales. So do other, layered efforts designed to equip retailers with the knowledge, confidence and tools they need to drive sales.
“This is a very important point for us,” affirms Radcke. “We try to inform and educate our B2B customers about this through all channels. Due to the large number of our products and the versatility of many individual products, this is becoming increasingly important.”
From regularly hosted live virtual training sessions and e-learning platforms, to in-person open houses and events, distributors have consistently stepped up support for retailers. Distributor shows, once organized as special events to celebrate anniversaries and other company milestones, now take place annually. These events feature on-site brand reps offering product demonstrations and staff training in a mini-expo format.
Eldorado has been providing its full-service experience for retailers since 2014, bringing in manufacturers for a mini trade show with hands-on training, known as “Camp Eldorado.” When the COVID-19 pandemic sales rush filled Eldorado’s warehouse, the annual event was moved to spacious hotel ballrooms and has since continued to evolve.
To make its resources accessible beyond its home base of Colorado, Eldorado launched its “Elevation Roadshows,” bringing product and sales education directly to retailers in their own regions.
“This year, we did Atlanta, Knoxville, Dallas, Salt Lake and Little Rock,” Morimitsu says. “We plan to expand into underserved areas. Since many stores and employees can’t make the trip, we will visit those regions and bring 10 to 15 vendors with us for each roadshow. We also aim to host another large event in Colorado next year for our customers. This won’t just be a trade show but will also include numerous educational opportunities — product classes led by manufacturers, as well as business and sexual health education classes.”
Eldorado further supplements its in-person programming with “Elevate U,” a self-paced study program that offers webinars on sexual wellness and health, along with basic product knowledge courses.
“We have many customers who, after hiring, require their employees to complete at least the first section on sexual health and wellness before they are ready to work at a store,” says Morimitsu. “Additionally, many others offer some form of incentive for employees who complete the other sections independently. They have the option to continue their learning path, and some stores will offer them a gift card, a toy, or some form of recognition or incentive to complete all the modules.”
Elevate U focuses on product categories rather than specific items, Morimitsu explains.
“We also offer some business-related courses, covering topics like merchandising, handling unruly customers or unwanted people, and tactfully managing situations you don’t want to escalate, such as potential shoplifting or dealing with drunken frat boys in your store,” he adds.
Another major player in adult retail education is the Williams Trading University (WTU) platform from East Coast-based distributor Williams Trading Co. It provides a free, self-paced e-learning platform designed for store associates and buyers. Through interactive modules, videos, quizzes and product trainings, WTU helps retailers enhance product knowledge and improve customer service. The program offers certifications across major brands and categories ranging from sexual wellness items to lingerie and accessories.
Goldstein frames the issue in terms of customer service.
“Consumers often need guidance in categories like enhancement or wellness before making a purchase,” he says. “We provide retailers with product knowledge, talking points and merchandising strategies that help staff feel confident. This not only improves conversion rates but also builds customer trust and repeat traffic.”
Nalpac has also built a reputation for investing in retailer education. The company supports stores year-round via an “education on demand” platform offering videos, reels and in-person training. Weekly webinars that feature product training, sales strategies and insights directly from manufacturers and experts make it easy for staff across multiple locations to stay current without leaving the sales floor.
“Without logins or passwords, the information is readily available to retailers when they need it,” Grott notes. “We could not do this without the passionate manufacturer reps who are amazing resources for product knowledge and, more importantly, imparting wisdom on how to connect with customers.”
Nalpac also offers in-store trainings, and the company’s annual open-house event, featuring live demos, is aimed at fostering relationships among its manufacturer partners and retail clients.
Grott sees all of these education efforts as both a sales tool and a cultural necessity.
“An informed salesperson not only directs a shopper to the best product for their needs, but also establishes trust, and that is a pillar of customer retention,” she says. “When information about sex, bodies and consent is gatekept by legislation and minority values, the education our customers receive in adult stores, incorporating pleasure into the conversation, is more important than ever.”
Supporting Independents
Independent retailers face a different set of challenges compared to national chains. Accordingly, distributors are adjusting and personalizing the support they offer such partners.
Independents don’t have the luxury of slotting allowances or national advertising budgets, Goldstein observes.
“We focus on margin protection, product exclusivity where possible, and reliable supply so they can compete effectively,” he says. “Supporting independents also means listening closely to their needs and ensuring they’re not burdened with excess costs that big-box retailers push onto suppliers.”
Custom sales solutions are a top priority for Orion as well, says Radcke.
“We support our B2B customers with analyses and, most importantly, POS materials,” he offers. “We also offer completely new shop fittings, tailored and individually crafted.”
Grott describes Nalpac’s approach as meeting retailers where they are.
“Our commitment to customer service is universal, regardless of the size of the account,” she says. “Sales reps at Nalpac/Entrenue invest in learning the needs of their customers to create customized product recommendations and promotions. The difference is scale.”
Preparing for Seasonal Spikes
The holidays remain high-stakes periods for distributors and retailers alike.
“No one has a crystal ball, but this season, more than ever, we are leaning into partnering with our suppliers to support retailers through limited-time specials,” says Grott. “For brick-and-mortar retailers, I suggest tackling the holiday with a healthy inventory of bestsellers, combined with an assortment of new niche brands to support conversion.”
According to Goldstein, Mr. Checkout works closely with its distribution partners to forecast promotional periods and build in extra inventory.
“Valentine’s Day in particular drives a surge in intimacy products, so we ensure independents can stock up early and have the merchandising support they need to maximize the opportunity,” he notes.
Seasonal planning also begins months in advance at Noveltoys, Cedeño reveals.
“We analyze historical sales data, forecast demand and coordinate with suppliers to ensure timely delivery,” he explains. “Our marketing team crafts themed campaigns while our logistics team scales fulfillment capacity. We also offer retailers early access to seasonal collections so they can plan promotions and stock up ahead of the rush.”
Redefining Their Role
All of the activities detailed above have led to a striking shift in the way distributors view their own role.
“The trend is toward a hybrid partner who no longer just offers products, but also services, marketing, logistics, etc.,” says Radcke.
Grott echoes the sentiment, pointing to Nalpac’s expanding infrastructure.
“Warehousing is only the beginning,” she shares. “We offer educational resources, consolidated buying and sales incentives.”
Cedeño described distributors as “curators, educators and brand builders.” In his view, the future lies in going beyond supply chain management to offer value-added services like trend insights, digital tools and content creation.
For Goldstein, distributors can serve as the bridge between innovation and retail success.
“As consumer demand evolves quickly, distributors ensure retailers get access to products that are properly vetted, reliably supplied, and supported with the marketing and education needed to sell them,” he says. “Our role is to protect retailer margins, accelerate product velocity and keep the independent channel competitive and profitable.”
For all of these reasons, Molina believes distributors will only become even more vital to the industry.
“The role now extends far beyond fulfillment to include partnership, product expertise, reliable logistics, marketing and online support — and most importantly, knowledgeable account managers who help clients navigate today’s business challenges,” she says. “Drop-shipping has become essential for retailers looking to expand without warehouse costs.”
Morimitsu views distributors’ expanded efforts as a more-than-worthwhile investment in the future.
“There’s no such thing as trickle-down; it’s trickle-up,” he declares. “If our customers are selling well, that means we’ll sell to them well and our vendors will sell really well to us. Every dollar spent in stores eventually comes back to us.”
The adult retail ecosystem in 2025 may be intricate, but one thing is clear: Distributors are no longer just background players. They are actively influencing what intimacy products consumers see, how they are sold, and how adult retailers can remain competitive and thrive.
