ST Rubber, Electric Partnership Reaches 10-Year Milestone

ST Rubber, Electric Partnership Reaches 10-Year Milestone

NEW YORK — Germany-based distributor ST Rubber and Electric Eel — the manufacturer of Hustler Toys, Hustler Lingerie, Electric Lingerie, Lux Fetish, Gläs, among others — have announced that their partnership has reached a 10-year milestone.

ST Rubber is a veteran erotic wholesaler in Europe that been in business for 30 years. Ten years ago, the distributor picked up Electric and eventually established an exclusive deal, the company said.

“We were searching for a good range of inexpensive lingerie that offered good quality so we began with a wide range of Electric Lingerie designs and recognized that our customers love the good balance of price and quality,” ST Rubber co-founder Werner Tiburtius said.

According to Tiburtius, it’s the quality and price of Electric’s items that have allowed its selection of products to become popular brands on the market. Exclusively distributed in Germany by ST Rubber, the company says the partnership has been a success.

“It was a good decision for us to sell these items and through all these years we have established a partnership and also a friendship,” Tiburtius said.

Tiburtius says he’s seen Electric’s brand grow and evolve through the years, and supported its growth by providing prominent placement in its main catalog and exposure of ad campaigns in industry publications.

“Over the years we have seen the launch of a lot of other successful ranges from Electric — including Blue Line for Men, Lux Fetish BDSM items, Ann Devine lingerie and Hustler lingerie and toys,” Tiburtius said, noting that the bestsellers in Germany include Blue Line men’s lingerie, Lux Fetish items, Ann Devine lingerie and Hustler lingerie and toys. 

“Electric’s lingerie lines works better than other lines on the market because of the wonderful packaging and the price/quality balance,” Tiburtius said.

Electric says it is “grateful for the support and ongoing partnership with the industry’s leading European distributor ST Rubber. We look forward to several more decades in business together.”

For more information, and to place an order for Electric products through ST Rubber, visit