Williams Trading, JOYDIVISION Ink Exclusive Distro Deal

Ariana Rodriguez

PENNSAUKEN, N.J. – The U.S. subsidiary of leading European brand JOYDIVISION International has announced its exclusive domestic partnership with pleasure products distributor Williams Trading.

JOYDIVISION made its first U.S. appearance at ANME Expo 2014, but early talks with Williams Trading Co. had already taken place in 2013 at eroFame in Hannover, Germany, the company says. A few months after JOYDIVISION’s official U.S. launch the deal was finally signed. 

“JOYDIVISION is already a well-known brand worldwide and among the industry,” said Bob Pyne Jr., vice president of Williams Trading Co. “With their U.S. launch, we knew right away that we wanted to be part of this exciting endeavor – to bring and distribute JOYDIVISION to the market. Their products and market approach with top quality made in Germany at affordable prices fit perfectly into our lineup. We are very excited that JOYDIVISION considered us among all others to be their first major U.S. distributor and look forward to a successful and prosperous partnership.”

Williams Trading recently celebrated 40 years in the business. With a 95 percent fulfillment rate, Williams Trading Co. offers products for the bedroom, bath and lingerie.

“To work with Williams Trading Co. is an obvious choice for us as they not only score high in all important aspects, but also share our same philosophy and business approach,” said Oliver Redschlag, CEO of JOYDIVISION International AG.

Williams Trading Co. will showcase the new line, including toys and massage oils, in September at the ILS Show in Las Vegas, NV. JOYDIVISION will also have its own booth again, but a representative will be at the Williams Trading Co. booth as well to answer questions and provide Williams Trading Co. staff support for interested buyers. 

“It’s been a tremendous year for us so far and we are well on track. Many retailers already started carrying our products and with Williams Trading Co. on board, we accomplished another important keystone for our market strategy,” said James Parker, president of JOYDIVISION, LLC. “It is important for us to provide the highest standards in customer service and also to create a large-scaled distribution network to reach all target markets. With the support from Williams Trading Co., we are very confident we will achieve those goals.”

Williams Trading Co. has already moved into pre-sale mode and preparing for ILS.

“Things have been moving very fast, since we really wanted to showcase the JOYDIVISION line at our ILS booth,” said Scott Dantis, director of sales and marketing of Williams Trading Co. “We are looking forward to the ILS launch and a prosperous partnership. We will be announcing a unique E-Learning Program at ILS to compliment the launch to support our dealer network with JoyDivision.”