Synergy Issue 19 July/August by Synergy Magazine

July/August

As Australia shivers in the grips of winter, Synergy brings you some sizzling scantily clad scenes from Sydney SEXPO. The buzz is extended in our article on the Brisbane adult retail scene where we focus on some of the local adult retail action. With a plethora of BDSM manufacturers/vendors and brands available, Synergy has put together a quick BDSM 101 Product Guide, illustrated with a cross section of branded packaged and nonpackaged items for your reference. The premium Coco de Mer BDSM product range recently launched in Australia and Synergy took the opportunity to speak with Bonny Hall, Product Director from Lovehoney UK and the exclusive Australian distributor Roger Sheldon-Collins the GM at Calvista Australia. Synergy is an adult retail industry trade only publication for adults 18 years an over. If you would like a copy or require more for your staff, please email us your details.

Synergy is published five times yearly and is posted free of charge to all qualifying adult retail industry participants in Australia, New Zealand and greater Asia. All material in this magazine is subject to copyright and cannot be reproduced in part or full without written permission from the editor. By submitting an unsolicited contribution or you are invited to contribute by us to Synergy Magazine, you agree to provide us with a licence to reproduce your material, including images, in print and electronic media with the right to edit written material. Articles and advertisements express the opinion of the authors and are not necessarily those of Synergy Magazine. ABN 90 929 416 369.

Pipedream’s Sunny Rogers has penned an article with ideas aimed at stimulating sales in the rapidly changing store environment and Rose Crompton illustrates some great PR wins as examples of how to get your brand in front of your target audience. As always, we hope you enjoy this edition, we’d love to hear your feedback, and don’t forget to always send us announcements about your company, products and staff! I would like to extend a huge thank you to our contributors and advertisers and wish you all a wonderful Christmas Festive Season and a great start to the New Year!

Bianc

Editor-in-Chief

CONTENTS

Trade News....4

A Synergy Magazine PO Box 8145 Melbourne 3151, Victoria, Australia P +61 (0) 435 406 607 E Editorial editorial@synergymag.com.au Advertising ad@synergymag.com.au General info@synergymag.com.au W www.synergymag.com.au

Movers and Shakers....12 New....16 SEXPO Sydney 2018....22 FOCUS - BDSM Overview....26 FOCUS - Luxury Bondage with Coco de Mer....30 FOCUS - Attention Seekers....36 FOCUS - Brisbane - Home to Some Good Vibes....42 FOCUS - Stimulating Sales in an Evolving Retail Landscape....46 Reviews....50 Best Sellers....52 Buyers Guide....56 SCENE - Sexpo Sydney....66

trade news Pjur Group Acquires Its US Distributor Lucom and Rock Solid activities.”

The pjur group will be directly managing its activities in North America with immediate effect. Client services and workflows in the territory will remain unchanged. The only personnel change will be the well-earned buy-out of the previous owners of the US distribution, Richie Harris and Jack Palmquist. Richie Harris stated: “We were very proud to have been part of the global pjur team for so many years. pjur is a premium brand and a great success around the world. We are happy to see the pjur group take over and expand its US presence. This will have a great impact on the market and you can be sure that we will give pjur our loyal support whenever needed. The buy-out will give us more time to focus on our

This move will provide pjur customers in the US with even more direct support from the brand: "pjur is seen as a premium brand the world over and we are committed to further expanding our reach through a uniform brand concept and global campaigns that closely align with our corporate identity. Our commitment has enabled us to significantly raise brand awareness in recent years. Now, we want to share our global brand vision and increase awareness in the US, just as we have done in the rest of the world," explains Alexander Giebel, CEO & Founder of the pjur group. US dealers will continue to receive direct support on site from pjur through their trusted contact partners John Marinello (sales), Joe Powell (marketing) and Grace Sanchez (operations). pjur will also launch a number of major campaigns from its head office to promote the brand in the

A Marvelous Night for CalExotics at AdultEx CalExotics’ Mini Marvels collection has won the “Best Product Packaging” Award at AdultEx 2018 in Australia. AdultEx recognized the best-selling collection for its outstanding packaging design.. “The Australian market has been very good to CalExotics, and I enjoy coming to AdultEx every year,” says Lupe Martinez, International Business Development Executive for CalExotics. “The bright, fun colors of the Mini Marvels collection resonate with retailers and customers. I am so proud to bring this award back to the team.” CalExotics brings fun to the bedroom with Mini Marvels. The bright and colorful collection of mini massagers takes a sexy spin on the pop art world. The Marvelous Eggciter features a blue-eyed cutie ready to tell a little secret. The Marvelous Bunny will have you saying “oh my!” The Marvelous Massager is bold and bright, putting the fun right at your fingertips, and the Marvelous Flicker features a lady that is pretty in pink, 4

and only speaks the language of love. New for 2018, the Marvelous Teaser has a little magic at the tip of her fingers, and the Marvelous Lover moves in all the right ways. Everything in the Mini Marvels collection offers 10 fabulous functions of vibration, pulsation, and escalation from extremely powerful motors. The petite designs are also travel-friendly, featuring a security travel lock and is USB Rechargeable. To add to the fun, the marvelous massagers are made of smooth silicone and are 100% waterproof. The entire collection is also backed by CalExotics’ one-year warranty. Retailers have been attracting customers using the collection’s eyecatching packaging and displays in a variety of creative ways. Stores have created sexy window displays that stopped consumers in their tracks. Retailers have placed multiple boxes together to create visually appealing presentations or used the vivid

US. One of the first projects will involve the launch of the "pjur - gives you more" campaign, which has already been a success in other parts of the world. This will include advertising campaigns with the world's largest B2C magazines such as Playboy, GQ, Cosmopolitan and Glamour as well as B2B advertising, PR activities, social media campaigns and events, PoS material and product training sessions, all of which are aimed at raising brand awareness further. "We look forward to working directly with our customers in the US and increasing our activities in the country while at the same time expanding our US offices. We would like to say a big thank you to Richie and Jack for the many years of outstanding collaboration and partnership," stated Alexander Giebel. pjur in the US will now more directly benefit from the support of over 30 pjur group employees in the sales, marketing, quality management, PR, customer service, procurement and accounting departments. www.pjurlove.com

packaging imagery to craft bright posters and other fun in-store displays. Susan Colvin, Founder and CEO of CalExotics, says, “Our goal in designing the Mini Marvels collection was to capture the fun and flirty design of the products. I am proud to say we accomplished that goal, and it has been exciting to see the different ways retailers are displaying our packaging. We are thrilled to receive this award.” www.b2b.calexotics.com

Womanizer Group and Standard Innovation Merge Womanizer Group Management GmbH and Standard Innovation Corporation® combine forces to create a new global pleasure product industry leader. The new company will further develop the market-leading We-Vibe® and Womanizer® brands through new investments in innovation, marketing and promotion, broadening the geographic reach, and management of intellectual property. “The combined company brings together two of the industry’s most successful, innovative and recognized brands,” says Johannes Plettenberg, managing director of Womanizer Group. “We-Vibe and Womanizer have much in common. Both lead the industry in innovation, technology, and superior product design. Bringing together the teams behind

Chris Streams - Evil Angel What a year for Evil Angel. It’s only April, and already the studio has added Lisa Ann, Proxy Paige and Jessy Jones to its array of artistic, edgy pornographers. Now Team Evil has signed another top draft pick, accomplished lensman Chris Streams. “We’re very excited to announce that Chris has joined the Evil Angel family,” says company Vice President of Product Chris Gentile. “He has built a career in this business based on excellent camera work, strong relationships with talent and other directors, and by just being an all-around great guy to work with. We couldn’t be happier that he’s decided to partner with us for his new releases.” Streams describes the action he plans to bring to Evil Angel: “I like a stylish product: A beautiful girl dressed sexy in a cool location, and then aggressive, highenergy sex. I will continue to do that type of movie, just with a new twist and title, but you can look forward to oil, interracial, MILFs, new girls and maybe even internal cum shots.” Gentile looks forward to harnessing Streams’ talents. He says, “Lately, Chris has been working behind the scenes, shooting high-profile projects. He was Director of Photography for a top Evil

these brands provides an exceptional foundation for a new phase of growth.” “We-Vibe and Womanizer are poised to take advantage of their complementary strengths to benefit our retail and

distribution partners, and consumers,” says Frank Ferrari, president of Standard Innovation. “The industry can expect new innovative products and superior marketing from leading brands that

Angel seller, Toni Ribas’ ‘Adriana Chechik Is The Squirt Queen.’ We approached him earlier this year and were very happy to hear that he wanted to get back into directing more projects himself. His first title is yet to be announced, but I can say that it will be a big-budget star showcase.” Helming productions and capturing cinematic visuals are what this pornographer knows best. Streams says, “I have been shooting for 20 years, and

elevate the category, and our customers can expect enhanced service from a trusted, reliable partner.” Under the terms of the agreement, Womanizer Group acquires all outstanding shares of Standard Innovation, and Standard Innovation shareholders reinvest in the combined entity. The teams behind both brands continue in place to drive future success. Standard Innovation founders, Bruce and Melody Murison, remain investors in the new company but will no longer be involved in management operations. Subsequent to the transaction both companies will be grouped under the newly founded holding company WOW Tech Group.

www.womanizer.com www.we-vibe.com

without a doubt it’s the best job ever. As a director, I’m easily over 1500 scenes now, and as a cameraman I have no idea, probably double that.” He laughs, “You know you’ve been shooting porn a long time when you can see a tight shot of just the penetration and know who the actor is.” A native of Annapolis, Md., Streams found his way to the West Coast 25 years ago. At the time, he was an Evil Angel fan. Recalls Streams, “I watched a lot of porn when I was younger, you know, back in the VHS days. If I wasn’t looking at something just for the girl, then I was watching Evil Angel. I loved the reality feel of Buttman and the look of John Leslie’s work. When I got out to California and got the opportunity, I knew what I wanted in my movies, but I had to learn how to do it, not having any experience in production. I mean, I’d played with photography a little and videoed live concerts, but nothing professional. I quickly learned that if you want to make good porn, you have to have a good budget and hire the best girls and the best guys. After that, everything else kind of falls into place.” Streams has fallen into place on the Evil Angel directing roster. The team has added serious talent with its 2018 draft choices. www.evilangel.com 5

trade news Fifty Shades Freed DVD Release Helping To Drive Sales Globally :ERFor ULovehoney SAELP RUOY

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Lovehoney is planning a fresh push for its Fifty Shades Freed products to tie in with the movie’s DVD release. Sales of the official product collections Lovehoney has released for all three books are up by 21%einlbthe year. alilast avA

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The movie’s launch around Valentine’s &February DPAAwas a big sales driver Day in n oitthe ubFifty irtsShades iD M Freed Wand with Vibrator and Knicker Vibrator both seeing a 500% uplift. Products from the first Fifty Shades of Grey collection are still selling well and demand for the Please Sir Flogger leapt by 1,100% following the latest movie. The Fifty Shades Freed collection has been supported by retailers right across the globe with special in-store events to capitalise on the popularity of the movie. At the two Harmony stores in London, window displays helped increase sales of

the products by around a third.

At Kondomeriet in Norway, a special month-long promotion aired in cinemas received more than 15,000 responses in the first two weeks. In the US, Lion’s Den organised a cinema promotion featuring 6 billboards on main highways in Ohio for the products. Further Freed promotional events supporting the Lovehoney products were held in the UK, Ireland, Lithuania, Sweden, South Korea, Ukraine, Australia, Switzerland, Netherlands and France. Laura Wood, Lovehoney Sales Consultant, said: “The Fifty Shades

phenomenon is still going strong more than six years after the release of the books and it remains the best-known sex brand in the world. “The cinema release of the film drives sales of the product range, with the DVD release a few months later providing renewed interest. “We have loved working exclusively with E L James on all the collections and she approves all the products.” www.lovehoneytrade.com

Lovehoney Sells Controlling Stake To Swiss Investment Firm Lovehoney has received an injection of funds to expand overseas. Investment company Telemos Capital has bought a majority stake in the UK’s leading online sex toy retailer. The transaction is Telemos’ first investment in the UK. Financial details have not been disclosed. Lovehoney has grown into an international success, delivering record sales in the region of £100 million dedaeb for the year ended March nilrihw tliubni htiw suoecavruc dna htoomS 31, g2018.

received the Queen's Award for Enterprise in 2016. Following the investment, Lovehoney co-founders Richard Longhurst and Neal Slateford will continue to lead day-to-

The partnership with Telemos illustrates the achievements of the Lovehoney management team which has consistently challenged the market while delivering innovative, high-quality products and exceptional top-line growth.

With the backing of Telemos, Lovehoney will accelerate its plans for international expansion, tapping into fragmented elpirt gnitsurht and underdeveloped markets and building tfahs ,srae eht ni srotom lufrewop 3 gnitsurht 3 htiw ygolonhcet tfahs tliubnon I its strong consumer ni snrettap dna sdeeps 9 dna tfahs eht ni sdaeb 12 lanoitasnes a reviled sdaeb lana dna rof noitalumits leef-laer sreviled sdeeps Lovehoney .smsagro dednelb ,gnissapmocne-lla rof srae eht .tniop erusaelp yreve ot sedom noitarbiv .erusaelp ekilefil ylbidercnengagement. i More than half of sales will invest in new (60%) came from the UK, technology and marketing, with the remainder from allowing the business to HTIW DEDAraise RGitsPprofile U in new Europe, US and Australia, all of which have achieved geographies, and to significant growth in recent years. The day operations with Telemos’ Executive continue to evolve its excellent customer gnigrahc BSU elpmis otom luf rewop col levarT foorpretaw %001 SR AE online EHTcontent, NI community and businesskdelivered strongsrcompound Chairman Philippe Jacobs and Chief service, annual sales growth of circa 30% in Investment Officer Jacob Polny joining innovative new products. the last three years. In recognition of the Lovehoney board. the business’ achievements www.lovehoneytrade.com moc.eLovehoney dartyenohevol.www moc.edartyenohevol@seiriuqne

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BMS Gets Fresh at ADULTEX 2018 The BMS Factory team has reported a very successful 2018 Adultex Show, with brand new collections featuring fresh, unique products, Australian retailers are eager to feature in their stores. The highlight of the show for BMS had to be the newest addition to the Commotion line, the ChaCha! Thrusting its way into everyone’s hearts, the Cha-Cha features a silicone dual vibrator with a smooth and steady thrusting shaft that can be increased to an extremely powerful motion at the highest setting. Customers stated they’d never seen anything comparable to the power and style of this thruster. The Commotion line is seeing updated branding and packaging and the response has been incredible. Almost every retailer at the show placed an order for this unique new item. The Pillow Talk brand has been an international best-seller early on in its release, with retailers at the show advising they are selling heaps of Pillow

Talk in their stores and they can’t keep it in stock. Now with new styles being added to the collection, the Swarovski bedazzled line is cementing itself as a brand with buying power. The luxurious Pillow Talk products offer quality features without a luxury price tag, making bodysafe, premium products, affordable. The newest items added to the collection are the Frisky pleasure palls, and the Kinky dual vibrator which showcases a unique crown-like clitoral shape unlike any other. The final favourite of the event was the introduction of the Essential rechargeable bullet range. Moving away from cell-battery powered bullets BMS has developed an affordable display kit for individual rechargeable bullets. The Essential bullet comes in a sleek store display, complete with working testers, and features the trusted Powerbullet® motor. www.bmsfactory.com

Pipedream Thanks Calvista and Australian Customers Pipedream recently repeated their 2017 wins at the 2018 AdultEx Awards in Australia by garnering the Company of the Year and Customer’s Choice awards for the second year in a row. We realize this monumental feat couldn’t have been accomplished without the help and support of Calvista and their retail partners and we would like to send them our sincere thanks and gratitude. “Pipedream is the well-deserved winner of the ADULTEX Company of the Year Award. Pipedream has been a tremendous 8

Cryptocurrency just got a whole lot sexier with the Australian adult industry engaging the future of eCommerce. Australian blockchain startup Intimate have partnered with Australia's largest adult retail chain Club X to give customers more options in accessing products and services through cryptocurrency. The move is the first time an Australian adult-only business has pioneered a new form of cryptocurrency. "Adults-only businesses such as Club X have always been at the forefront of new and emerging technologies' noted industry representative, Rachel Payne 'it just makes sense that cryptocurrency would become a reality for the industry". Intimate tokens went on sale internationally on 26 April 2018 in response to the inherent issues

partner of Calvista for over 15 years, and no doubt a favourite of our retailers winning the Customer Choice Award for the last two years,” said Roger SheldonCollins, General Manager of Calvista. Roger went on to say “Calvista is grateful for Pipedream’s ongoing support of ADULTEX and the themed Gala Event. The Pipedream brand continues to grow in Australia and New Zealand every year, and with their new range of products being presented at ADULTEX 2018, it will be another amazing year of growth with our biggest vendor partner.” Thousands of votes from retailers of all sizes and in virtually every part of Australia and New Zealand were counted for this year’s AdultEx Awards and the Pipedream team is thrilled to have taken top honors. With strong partner’s like Calvista,

experienced by Australian adults-only businesses, including discrimination from banks and payment gateways. Tokens are available for purchase for a limited time, with 6 days remaining of the sale period. This progressive partnership between Intimate and Club X provides customers with a payment option that is safe, ensures privacy and accountability through a verifiable and immutable payment option. "Discrimination from banks and payment gateways towards adults-only businesses is rife in this industry, so giving both customers and businesses an alternative is well received" said Ms Payne. "We have to remember that these are legal businesses, and adults want access to adult products. If banks are going to make it difficult for customers to pay via traditional payment options, they will seek out alternatives". "Cryptocurrency just makes sense for the adult industry". www.intimate.io

Pipedream Products will continue to grow and become better and better. “I want to thank Calvista and our always supportive retailers. The way you support our brand is very much appreciated and it means the world to us,” said Briana Honz, senior sales executive at Pipedream Products. “We dedicate 100% to ensure your needs are met and strive to continue a successful relationship together. The Customer Choice award is the most valuable honor that can be received in our eyes. Hard work pays off and our dedication to our customers always takes priority.” The Pipedream team is humbled by these recognitions and know it’s due to all our valued partnerships. www.pipedreamproducts.com

Sensuous Wins China Trademark War

After four long years Sensuous has finally won back key trademarks for two of its bestselling products. The Australian company went into battle after it discovered that its distributor in China had started making and selling counterfeit Sensuous products and had not only stolen some of their IP but had blatantly tried to trademark the product names Edge and Frenzy in China. Keith Jones, joint founder and CEO of Sensuous said that at the time we just couldn’t believe what was happening. “We had been exhibiting at the AAE show in Hong Kong and had invited our Chinese distributor to be on our booth. We thought that everything had gone well, and our distributors had gone back to China with some very good orders. “When we got back to Australia we were surprised that after a few weeks we still hadn’t received an order from our distributors in China. We checked their web site and were horrified to see that they were now selling their own version of Edge and Frenzy and claiming that it was a Sensuous product, they were even using our product videos! To add insult to injury we discovered that they had applied for the Chinese trademark for both Edge and Frenzy.” The company then instructed trademark lawyers in China and Australia to see if there was a way to intercept the counterfeit application. They discovered that then the battle was to prove who used the trademarks first in China. The race was on.

“We knew that we had exhibited in China a long time before we had met these distributors,” said Jones, “so we had to find proof to substantiate it. But every time we found any documentation which we thought would be fine, the Chinese authorities kept telling us that what we were providing could be counterfeit. It was extremely frustrating!” The company finally managed to get their local council involved who were able to substantiate that Sensuous had travelled to China with them as part of a trade mission back in 2010. This and pages of other proof and documentation were handed to the lawyers in China and then the waiting game began. “Both of our lawyers, in Australia and China, agreed that even with all the proof and all our weighty evidence our chances of winning were no more than fifty-fifty. Apparently, that’s how things work in China. Quite frankly, it had been such a long time that I had given it up. “I was absolutely delighted when I got the notification that we had won, and that we were now the true official owners of the Chinese trademarks Edge and Frenzy. After this incident the company has kept away from China, but it now feels more confident to enter back into that market place. The company will be exhibiting at the Asia Adult Expo in Hong Kong in August. www.sensuous.com.au

MOVERS & SHAKERS Bathmate

Promote yourself and your new staff here. Send a photo and a short introduction to editorial@synergymag.com.au

Kerri Middleton joins Bathmate in the position of Business Development Manager, bringing with her 10 years’ experience in the adult industry holding various positions at ABS, Lelo and Nexus.

National Distribution / Universal Distributors

Tim Brown, Brand Manager at Bathmate commented, “It’s great to have Kerri on board, for a long time we have been looking for someone who could help train and develop our existing sales team and also help with the design and development of the latest range of Bathmate products”.

Kerri MIDDLETON

Topco Sales

Kerri said “the chance to work for Bathmate was an opportunity that’s too good to miss, I’ve known Tim for a few years now and we’ve always got on really well. Tim told me about the direction the company is taking and the opportunity presented to me fits my skill set perfectly, I’m very excited about my new role and my ability to help shape the future of Bathmate”. www.bathmatedirect.com

and private label support,” Topco Sales COO O’Bryan said. “Priscila’s team-player mindset, upbeat attitude, and friendly professionalism are a great fit and I especially appreciate her competitive nature. We look forward to working together and celebrating Priscila’s new position at ANME!” With 4 years of sales and merchandising experience in the adult product market, Martinez’s primary focus at Topco Sales will be to serve customers in Latin America and the West Coast while building the company’s growing private label business. The bilingual business professional joins Topco Sales with robust relationships, strong experience, and a team mentality that has already left an impression with the historic manufacturer.

Priscila MARTINEZ Topco Sales is proud to welcome Priscila Martinez to the team as Sales Account Manager, bringing 4 years of hands-on industry experience to the growing sales team. With a special focus on serving Latin American markets and private label clientele, Martinez will work directly with COO Autumn O’Bryan to expand the brand’s international reach while fortifying Topco Sales’ brick-and-mortar presence across the country. “We maintain a tight-knit team at Topco Sales and I knew Priscila would be the perfect person to bring in for sales, merchandising, 12

“To say that I am honored to be working for one of the largest innovative manufacturers in the industry would be an understatement – I am so excited for the opportunity to bring my expertise to a brand that’s been innovating for decades,” Martinez said. “I always put customers first and follow through on projects, which has helped me maintain lasting relationships throughout the years, and I am most excited to work with such a welcoming and positive team. Under Autumn’s strong leadership, I am confident that the team and I will continue to grow and succeed, and I can’t wait to reconnect with everyone during ANME.” Martinez can be reached at Priscila.martinez@ topcosales.us. www.topcosales.us

Lee NEGRI Taylor Made Enterprises announces it has named Lee Negri as President of National Distribution/ Universal Distributors, effective immediately. “I am excited and honoured to be promoted to the role of president,” said Lee Negri, President of National Distribution/ Universal Distributors. “Having been welcomed into Scott Taylor’s organization eight years ago truly continues to be such an incredible experience with so many opportunities. I look forward to building on the incredible foundation that Scott has put into place.” “Lee has done an amazing job over the years and its high time that he is recognized for his excellent leadership in making National/ Universal what it is today,” said Scott Taylor, CEO of the Taylor Made Enterprises group of companies.” Negri’s promotion to president of National/ Universal comes as he is celebrating his 30th year in the industry, joining National/Universal in 2010 to play a significant role in its transition from DVD distributor to one of the most trusted and successful one-stops in adult distribution — currently carrying up to 20,000 items, spread over several categories. “I am very fortunate and thankful to have such an incredible team throughout our entire organization,” Negri said. “It’s not often that you get to work side-by-side with a group that shares similar goals and works so closely together. At National, it’s about family and relationships and we look forward to building on that. We have been very successful at giving our customers, whom I prefer to call our partners, a wonderful experience with the best possible service and selection found in the industry and I look forward to finding ways of making it even better.” www.natvideo.com

LonBrook

LonBrook is pleased to announce the appointment of Mary-Clare Kovacs to the Melbourne based sales team. Mary-Clare brings solid and reliable account management to the team and is rapidly gaining adult product and industry knowledge. Her previous experience in customer care and account management in both the hospitality and airline industry are already serving her well, and she is already an integral part of the LonBrook team.

Mary-Clare KOVACS

XR Brands

“I’m so pleased to be employed at Lonbrook. The Lonbrook team here has welcomed me as one of their own and I’m learning so much everyday, not only about our customers but also LonBrook’s great range of products and brands.

experience, Ortiz will provide product education, staff trainings, and in-person customer service, spending the majority of his time traveling across the country to boost the XR Brands name. Ortiz joins XR Brands with 6 years of adult retail experience and even more in corporate-level B2B sales, which makes him a valuable asset with regard to customer relations and the needs of end users.

Josh ORTIZ XR Brands is pleased to welcome Josh Ortiz as the award-winning manufacturer’s new Road Warrior sales representative, a role that will connect Ortiz with hundreds of U.S. customers. With 10+ years of sales and promotion

Lucom USA, Rock Solid

A man of transgender experience, Ortiz’s unique perspective on life and sexuality allows him to provide customers an inclusive and well-rounded understanding of on XR Brands’ product lines, especially how to communicate their features, uses, and benefits to shoppers.

“Some adult industry newcomers have a steep learning curve, however, Mary-Clare has impressed us from day one with her dedicated and professional manner in all aspects, especially with the all vital customer relationship and management aspects”, commented LonBrook director Michael Bassett. Mary-Clare can be reached at LonBrook Melbourne by phone 03 9466 8400 or email sales@lonbrook.com. www.lonbrook.com

fulfilling pleasure products and practices, and I'm really looking forward to merging that passion with a brand as wide-reaching, welcoming, and inclusive as XR Brands.” Josh will spend up to 80 percent of his time traveling throughout the U.S. visiting XR Brands customers, providing training and education on the company’s broad array of products. “Josh has an extensive background in sales and promotion, which is invaluable for the XR Brands team,” XR Brands General Manager Rebecca Weinberg said. “His promotional experience runs the gamut, from small boutique-level brands to some of the largest in the industry, and we are thrilled to add his skills to our team.”

“I am excited to join the XR Brands team and to have the opportunity to interact with our awesome customers on a face-to-face level,” Ortiz said. “My passion for this industry stems from a deep love of educating about safe and

Ortiz can be reached via email at josh@xrbrands.com.

After 22 years as the CEO of pjur group USA, Richie Harris says he will focus on his other businesses Lucom USA and Rock Solid Brand with his partner Jack Palmquist.

“It’s Amazon proofing your business in a very fast-turning category,” Harris said.

Richie describes the Rock Solid Brand as the “juggler vein of the cock ring business.” Riche also has developed a male herbal supplement business with his brands Black Lion and Python. New products in both categories will launch at the XBIZ Retreat in Miami and the upcoming ANME in Burbank, Calif.

Richie HARRIS

I’m looking forward to meeting customers at the next upcoming trade show”, stated Kovacs.

www.xrbrands.com

The company also does private brands in the herbal classification. Harris is also CEO of Premium Fulfillment Services, a logistic pick, pack and ship company based in Doral, Fla. PFS services adult and non-adult businesses. “The idea is to service businesses and save money collectively for value for all,” says Harris. Harris also does brand consulting for businesses adult and non-adult.

Rock Solid also has a unique private branding program that is active in more than 40 retail chains and hundreds of locations. 13

MOVERS & SHAKERS

CEO Pipedream

Promote yourself and your new staff here. Send a photo and a short introduction to editorial@synergymag.com.au

Why me? I love building businesses and products that are coveted by people all over the world. I enjoy working hard, delivering results, competing, and being a servant leader to my team. Over the past few years, Pipedream has struggled. I believe Pipedream has a tremendous amount of potential that needs to be nourished. I have led billion-dollar business units and the framework stays the same, whether I’m selling luxury retail products, solving tough problems with technology, or selling dog food. It comes down to people, processes and product. From my Nordstrom days, I took away the importance of being customer obsessed. At Amazon, I learned logistics and operations. I was challenged to Think Big to solve big problems for customers.

Matthew MATSUDAIRA

Chief Design Officer

Kristian BROMS

This new era at Pipedream will be better and more exciting than the past 40 years. As you may have heard, I don’t enjoy doing much press or interviews. These types of activities take me away from focusing on the development of my people, who are integral to our business and future success. My focus is building a foundation and culture, where we cultivate the best people, where we are customer obsessed, and we are working towards our lofty goals that we have set forth for the company.

At Chewy, I learned how to scale a business from startup phase to being a large enterprise, who made history for the largest e-commerce acquisition in history. There is untapped

Our culture is based on collaboration, communication, integrity, and grit. My team has a new saying that has been resonating through our hallways, “it’s not business as usual at Pipedream, but it’s better business.” Every day we will be laser focused making our people, retailers, distributors, and consumers better.

Pipedream Products today announced the promotion of Kristian Broms to Chief Design Officer. He will oversee all design and innovation aspects of Pipedream’s products.

completion and has been at the forefront of moves to streamline the product development process as well as ensuring compliance from manufacturers.

“We deeply value all our employees and we are pleased to watch them meeting such great challenges and reaching towards an array of newer and higher responsibilities. Kristian has been a key part in the success of Pipedream and we are thrilled to promote him to this important position. This is just one of the many things that our customers should be excited about,” said Matthew Matsudaira, Chief Executive Officer of Pipedream. Broms joined Pipedream in 2005 as senior designer and was promoted to vice president of design in 2011, where he led the product development and design team. Broms has been highly influential in the creation of Pipedream’s award-winning products and has continued to show an exemplary commitment to his role as an innovator who is obsessed with providing an optimal customer experience.

“I’m looking forward to working with Matthew and the Pipedream team. There has been a revitalization on how we think about delivering world-class products to all our customers. Matthew sold me on his vision for the company and his leadership is exactly what Pipedream needs. I’m honored and excited to be part of the team who will take Pipedream to the next level, and continue to innovate on behalf of Pipedream’s customers,” said Kristian Broms, the newly appointed Chief Design Officer.

In addition to product development and design, Broms led important projects to

www.pipedreamproducts.com 14

potential at Pipedream and I’m grateful to be part of this team.

Before joining Pipedream, Broms worked for Phase One Graphics as a graphic designer. Broms received a Bachelor’s degree in Graphic Design from Mississippi State and Masters of Fine Arts in Electronic Visualization and Film from Florida State University. In his spare time, you can find Broms spending time with his family, playing tennis, or hiking trails throughout California.

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SEXPO Sydney, this time at the Darling Harbour Convention Centre is the worldâ&#x20AC;&#x2122;s longest-running adult exhibition and provides a fun, vibrant and safe environment for open-minded adults. Exhibitors displayed adult toys, lingerie and fun items with entertainment from international performers, male and female stage acts, fetish demonstrations and audience participation competitions, including amateur strip.

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Focus

by Vanessa de Largie/Synergy

BDSM is an array of erotic practices. The abbreviation covers bondage, discipline, domination, submission, sadism and masochism. It’s an umbrella term for a multitude of subcultures and sexual activities. The terms ‘dominant’ and ‘submissive’ are widely used within the BDSM community to distinguish roles. Though -- top. bottom, sub, dom, dominatrix, mistress and slave are also frequently used. Individuals can ‘role play’ consensual yet unequal power exchanges, both physically and mentally, in which participants derive erotic sexual pleasure. There is a protocol within the BDSM community which includes consent and a safe-word. Sexual penetration and sexual activities sometimes take place during a roleplaying session but are not essential. The popularity of the Fifty Shades of Grey franchise has helped to make BDSM more mainstream.

HISTORY According to British historian, Anne O Nomis, BDSM originated in Mesopotamia, a historical region in West Asia. A place where goddesses ruled over humanity. Inanna, the goddess of sex and desire demanded her minions to

dance for her. The dance manifested into a ravenous sexual frenzy which would secure the continuance of Mesopotamia. Unfortunately, the city could not be saved but somehow BDSM survived…

BDSM practices, art and imagery have existed throughout Western culture for much of the twentieth century.

WHAT ATTRACTS INDIVIDUALS TO BDSM

WHO’S INTO IT

BDSM is built on the basic foundation of submission and dominance, pleasure and pain, tension and release, punishment and reward.

Given the massive variety of sub-cultures and activities that fall under the term BDSM, the erotic practice draws an eclectic range of people from hardcore kinksters to beginners who dabble and experiment.

Many people join the BDSM community to push boundaries and learn about the deeper psychological aspects of themselves or others. Yet many casual participants don’t take it as seriously and BDSM may just be a phase they’re going through to explore their sexuality.

It’s well known as an inclusive community and welcomes all that identify with BDSM, including varying genders, the LBGTI community, crossdressers, fetishists, couples and role-players.

Focus PRODUCTS BDSM is a popular pleasure product category with broad production from multiple manufacturers/vendors providing items of various quality and price point.

Manufacturing countries include China, USA, Australia, Pakistan and India. Brands include Fifty Shades of Grey, Coco de Mer, Sportsheets, Master Series, Strict, Frisky, Greygasm,

Paddles, Floggers, Crops, Whips, Ticklers

Gags

Paddles are used for erotic spanking. Theyâ&#x20AC;&#x2122;re available in a range of designs, depending on whether you want a light sting or a red-bottomed-thud. A flogger has multi-tailed leather or synthetic strands and may look harder than the actual infliction caused. Crops are typically similar or identical to the leather riding crop associated with equine activities and whips usually have the single strand whilst canes are made from wood or bamboo and are usually subject to closer importation restrictions due to the material. Feather or synthetic ticklers (favoured by customs/border protection) when lightly moved across the skin create an arousing tactile sensation which is even more focused when other stimulus is removed such as when the subject is blindfolded for example. Wartenburg wheels, usually from steel, are also used for tactile stimulation.

Spreader Bars Spreader bars are used to spread the legs and lock them apart. Usually a metal or alloy bar with synthetic or leather restraints. 28

Stockroom, Kink Lab, Spartacus, Shots Ouch, CalExotics Scandal, Doc Johnson Kink and Pipedream Fetish Fantasy, Love in Leather and Sax Fetish.

Gags are used to dominate a subject and restrict the ability to express oneself orally, it may be the popular ball gag or a derivative such as a bit gag (poney play). Gags may be comprised of a silicone material or a lesser quality and lower price point plastic compound. Watch for body safe materials, if it tastes bad, it probably is.

Chastity Cages Usually comprised of a metal alloy material or a modern plastic compound, these are used to restrict access for both male or female or even prevent erection. May contain a lock for added effect.

Restraints

Clamps

A broad category and hugely popular, restraints may be made from PVC, silicone, neoprene, nylon, leather or even metals. The restraint typically binds the subject to restrict movement. Items include wrist and ankle restraints, hogties, hand to thigh, wrist to neck, bed restraints, over the door restraints, chest harness, full body harness, straight jackets and so on. Some include locking devices.

Nipple clamps are applied to the nipples, heightening sensitivity. There is a large range of clamps with a variety of pincers/clinchers in all styles and materials. Steel clamps are most popular, sometimes in combination with chains attaching to other body parts. Plastic suction clamps are also offered as opposed to clinchers/pincers.

Collar/Leash A collar, or collar and leash is usually worn around the neck by a sub. Collars are made from various materials including leather, PVC, neoprene or steel and have numerous styles ranging from functional to decorative. May be combined with nipple or other chain variations. A collar and leash is popular in role play scenarios with control aspects, but is quite popular also as a sexy fashion item.

Bondage rope is used to restrain and immobilize participants. Materials can be hemp, synthetic materials, soft nylon, cotton or blends. The knots used and the type of bindings can be quite specific and rope tying has dedicated followers. Bondage tape which sticks to itself and no the skin has become popular due to its ease of use, ease of storage/transport and low purchase value. Its use requires a lower skill set than rope, and its available in a variety of bright, fun colours.

Tails Tails affixed to a butt plug have experienced increasing popularity. Pony, unicorn, bunny and pig tails are just some variations and may be worn in role play or just for effect.

Hoods and Masks A hood typically removes external stimulus such as sight, allowing the subject to enjoy heightened tactile stimulation. Breathability is important. Hoods come in a variety of materials including neoprene, synthetic materials and leather. A hood may include a zipper, have ears such as a dog mask or even a muzzle.

Candle/Drip Play Another form of tactile stimulation involving dripping hot wax from candles onto the skin. Coloured candles are used for effect and are usually a paraffin base. Temperature can vary according to the candle composition. 29

Focus

Impressed by the newly launched Coco De Mer Bondage range, Synergy took the opportunity to talk with Bonny Hall, Product Director, Lovehoney and Roger Sheldon- Collins, General Manager, Calvista Australia.

What was the inspiration for creating the range and what design influences were instrumental? The range was developed due to customer demand and the type of products those customers were looking for when visiting the Coco de Mer store. The designs are classic in shape and we have used luxurious materials to craft the range. The range also incorporates the Coco de Mer rich dark brown brand colours.

Is there any market research on the prevalence of bondage item amongst consumers? We recently conducted some research in the UK and of the 1,500 people we polled, 52.5% of the respondents found the idea of bondage highly appealing and enjoyable yet only 27% were regularly using bondage items or clothing. Therefore, we feel that more and more of our customers are looking to explore their kinkier side in the bedroom and we feel this range of great products will encourage them to try out their kinkier side.

What materials are used in the construction? Coco de Merâ&#x20AC;&#x2122;s collection of luxurious bondage pieces offer both visual and tactile delights to inspire exploration, excitement and enjoyment. Crafted from sumptuous thick cowhide leather with softer lambs leather

linings, several pieces also feature suede in the design. The metal hardware is brass and the storage bags are a natural non dyed cotton. Whatâ&#x20AC;&#x2122;s more, all of the pieces are hand cut, sewn and finished. The manufacturers of the product have been in the bondage industry for many years and are known for their quality and attention to detail.

What can you tell us about the items and the range itself? The range consists of three types of Bondage : Restraints Wrist Cuffs (small/large), Ankle Cuffs, Collar & Lead, Spreader bar. Sensation Stimulation - Paddle, Crop, Floggers (small/ large) and Sensation Deprivation â&#x20AC;&#x201C; Blindfold and Ball Gag. The

products can be used individually or used together for example, the spreader bar is designed to work with the wrist and ankle cuffs; and the collar and lead also work together as a set. 31

What is your favourite piece? It was hard to choose just one favourite from the range, but the Leather Flogger caught our eye! Wrapped in luxurious leather, along with the highest-quality suede and topped off with the embossed logo, it is the stand out piece from the collection.

How is the range price positioned and what can you tell us about the target audience? Coco de Mer Bondage is ideal for those looking to invest into a luxurious bondage line and who are fans of the high-end Coco de Mer brand and looking to inject some mystery and intrigue into the bedroom.

How is Coco de Mer being distributed in Australia?

How will the brand be launched and promoted?

Calvista has been the exclusive distributor for Lovehoneyâ&#x20AC;&#x2122;s Coco de Mer Pleasure Collection in Australia and New Zealand since November 2017. Retailers who agree to range the luxurious pleasure and bondage products, oils and candles will become part of an exclusive group of retailers worldwide who will be visited personally by Calvista and/or Jade Bawa, Sales Executive for Australia at Lovehoney. The team will deliver brand and bespoke product training to ensure staff are fully trained and confident with the product USPâ&#x20AC;&#x2122;s prior to in-store launches.

The range launched in May 2018, with current Coco de Mer retailers stocking the entire bondage range. They marketed the range in-store with the luxurious POS available and in framed counter displays, as well as on their websites and social media channels. A Synergy interview with Bonny Hall, Product Director, Lovehoney and Roger Sheldon- Collins, General Manager, Calvista Australia.

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ATTENTIONSEEKERS!

by Rose Crompton

How to get your brand in front of the right audience, using the power of PR!

Last August, I got an email from fellow sex writer, Mia More. ‘Saw these jobs advertised and thought of you.’ Then there was a link to a UK company called LoveWoo. I’d never heard of them, but clicked anyway. They were advertising for a sex toy reviewer. Who’d be paid an actual salary. My first thought: This. Is. Genius.

There’s been news coverage before about people making money from reviewing sex toys, but it nearly always turned out to be a side hustle. Not a fulltime job. Whether deliberate or not, LoveWoo took that extra step and gave the media the headline it so badly wanted. The result: national and international media coverage. As we know, marketing an adult commerce business is hard. There are plenty of blockers stopping good businesses from reaching their audience. Good job you lot are a hardy bunch, then! With certain marketing avenues inaccessible, it forces us to be more creative. Using PR to hook the mainstream media is a practical solution and there are lots of ways to ‘PR things, darling’. It’s just about finding the right attention-grabbing angle and strategy. So let’s dive into some examples of crazy-simple and often budget-friendly PR strategies used by adult companies, so you too can become an attention seeker.

Hot Octopuss love to pop-up When I look at the Hot Octopuss brand, the same phrase always comes to mind: Go hard or go home. What I mean is, these folks don’t do anything by halves. Especially their PR. You may remember their biggest campaigns: the ‘GuyFi’ male stress relief booth, and The Changing Room orgasm pop-up shop to launch the Queen Bee. “GuyFi was quite a baptism of fire,” explains Hot Octopuss CEO, Adam Lewis. When asked about the logistics, he said: “It was a low-budget, quick activation thing carried out with the help of Manifest NYC. It took around an hour to make over a Manhattan phone booth with a laptop, table, chair and some branded curtains. We took some pics, then whisked it all away again.

L O NDO N

While we hoped to get some attention, I don’t think any of us expected it to blow up like it did. The campaign got global coverage (including Saturday Night Live) and our social media activity skyrocketed. We received 150,000 website hits over the subsequent 10 days.” GuyFi was about more than getting extra social media hits and site traffic, though. “It established us as a boundarypushing brand who aren’t afraid to shock if necessary, to get conversations going about male masturbation stigma, and the importance of orgasms to health and wellbeing,” said Adam.

downunder to justify the expenditure. The challenge was getting all the details right to create an environment that women would be comfortable visiting and feel safe using a sex toy in. We hired a respected

sex therapist to give ‘orgasm makeovers’ and were very clear that our aim was to offer a genuinely useful, enjoyable experience. Unlike GuyFi, this was no stunt. We wanted to be taken seriously – and it worked.”

In fact, it was so effective Hot Octopuss not only got coverage but won a mainstream PR award – Best Consumer Launch from PR Week. A category which included the likes of McDonalds and Pizza Hut. Just goes to show that adult brands can roll with the best of ‘em. These campaigns demonstrate that budget can be flexible. You don’t even have to take your stunt outside of your store. Try something closer to home. Like a limited-time display or event. Then publicise it on social, tagging journalists and influencers as you go.

In contrast, The Changing Room campaign involved careful planning and splashing a bit of cash. “It had to work hard 37

Focus Alternatively, your stunt can be a concept. For example; PornHub’s 2015 ‘Wank Band’, announcement. Who knows if it will ever make it past ‘beata testing’ (sic), but releasing news of this at a time when wearable activity trackers were hot-stuff, got them coverage.

Be timely Playing up to popular trends leads nicely onto the next adult brand who I think are killing it, in this respect: Brisbane-based sex toy company, Geeky Sex Toys. “We think our products are unique and a fun topic to talk about,” explains Emma, one of the company’s Cofounders. Their pop-culture inspired products are certainly natter-worthy, but there’s a financial motivation to secure PR coverage, too. “Geeky Sex Toys is a small company. Our advertising fund isn’t huge. Couple that with various marketing obstacles and we quickly realised we needed to go down a different route.” It was pop culture to the rescue for this superhero and sci-fi loving brand. Their products

have the ‘now’ factor plus interesting twist: that they are sex toys. It’s a break from the usual product-frenzy that surrounds film releases so stands out, but the relevancy gives journalists a newsworthy hook.

Find the right writers Once you’ve got something of interest your next move, as Emma tells me, is to only approach journalists who are likely to pitch the idea to editors. “When we have a big release with a range of multiple products, we have a specific approach — we search Google and gather the names and contact details of media companies or journalists that may be interested in what we sell. We’ll then email those people and companies, with details of our new product release.” This is a good idea. Finding journalists who already write about your industry puts them in a better position to know which editors to pitch to.

Get chatty, network and spoon-feed stories It’s a cliché, but PR can boil down to ‘who you know, not what you know’. You might be lucky enough to bump into a journalist on the hunt for a story, as JD Ryan from Downunder Toys, did. “Our best coverage came from a local journalist who got to know me, the brand, and our story,” explains JD. Their international coverage arose after a local writer uncovered the brand’s history and believed it would pitch well. Evidently it did and Downunder Toys got a dedicated feature. Since then, JD has been contacted by journalists searching for comment. They’ve become a reliable source and authority. This is a sentiment echoed by Anthony Moy, founder of Naughty Boy, who engaged the help of a PR agency to network on the brand’s behalf. “The mainstream media is ready for topics on sex, but we need to spoon feed it to them. They won’t always come hunting for it.” explains Anthony.

While it’s tempting to focus purely on product, try to find other angles in which you can be useful to journalists. For Anthony and the PR team, it meant going down the health route. “We started sending releases about men’s sexual health, with prostate health being a hot topic at the time. By driving this message and gaining traction with writers as an authority, we were then able talk about product. Adult brands should definitely continue plugging away at the PR machine, because the appetite is certainly there.” Thanks to social media, connecting with journos is even easier. Consider how your story and position within the industry places you as an authority, then reach out to relevant journalists to let them know you’re available. With that said, go get networking!

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HOME TO SOME GOOD VIBES! by Rose Crompton

“Nothing says ‘Home Sweet Home’ like getting to know the local sex shops“ By the time this goes to press, I’ll have been living in Brisbane for just over a year. To celebrate (and not at all because I wanted to go sex toy shopping) I explored and chatted to some of Brisbane’s sex shop trailblazers, who are doing great things on my doorstep.

First stop: Black Rabbit Premium Leather Jumping in at the deep end is a habit, so my first Brisbane sex shop encounter meant heading to a specialist bondage and fetish store. Run by a professional Dominatrix. Black Rabbit Premium Leather (BRPL) is owned by Poney (aka Mistress Satet). It was opened because she couldn’t rely on local sex shops stocking items for professional-level dungeon play. Chatting with her, she explains that all products stocked in BRPL are there because she and her team stand by their quality. It’s

why you’ll find a huge range of Mister B items, Fun Factory toys and well-crafted, handmade whips. I’m in awe of Poney’s ethos. Not only her approach to what she stocks, but how BRPL has helped empower communities through events. Their super social, allinclusive modelling nights and recent nomination for a Queen’s Ball award, are testaments to that. It’s run by a team who truly care, but more importantly know exactly what they’re selling. They live and breathe the lifestyle. This is why Black Rabbit Premium Leather is also a venue for workshops, giving interested customers the opportunity to discover more about BDSM, kink and the products. Yay to sex education for grown-ups — an approach I think more adult retailers could capitalise on.

From Bondage to Boutique — Doing it for the Ladies After my encounter with leather, latex and paddles I hope never come into contact with my backside, I went to the other end of the spectrum: two Brisbane sex toy boutiques. Both have a female clientele niche, but each has their own style to deliver a comfortable shopping experience for women. The first is Mojoco, located on the Gold Coast but with an educational, inspirational party service that reaches Brisbane. Founded by Sally Barnett and her husband, the online boutique’s ethos is born out of the traditional idea of ‘ladies first’. Attach that sentiment to a sex shop and (as a woman) it takes on a very appealing, modern meaning. Like Poney, Sal carefully chooses the products sold through Mojoco, stocking a diverse,

handpicked collection with proven quality. A product only reaches the site if it’s body safe, waterproof and quiet. Musthaves for many female sex toy shoppers. The result is an online store that feels safe, tasteful and well-informed. A delectable combination that can appeal to conservative, nervous shoppers, and experienced pleasure product seekers alike. “Mojoco’s mission is to create a positive adventure at every stage of the shopping experience — from the moment you log on, all the way through to checkout. It’s a comfortable, inviting space for women in particular,” explains Sal. What I really love is Mojoco’s use of erotica. Playing to the female demographic’s likely penchant for sexy stories, it’s a nifty way for customers to get to know the

Focus

www.mojoco.com.au

products and, dare I say it, begin to imagine how good they could feel. Using fantasy based on reality is a clever, non-salesy way to promote product. Not every woman wants to shop online. Cue, Eve’s Kiss — a boutique bricks and mortar store in Woolloongabba. Meeting representatives from the store’s all-female staff (and who wished to remain anonymous) they explained that they attract a diverse range of female shoppers from all walks of life, sexualities, professions, and ages. “We get women in here who are in their eighties and exploring their sexuality,” I’m told. An interesting point is raised as they discuss age in relation to store styles, “It’s a lot harder to walk into bigger stores when you are older. Your confidence isn’t what it was when you were in your twenties. But being older doesn’t mean you stop having needs and 44

wants.” Too right! Obviously, the shopping environment for different women of different ages need to be, well, different. Eve’s Kiss believes their recipe for success comes down to discretion and giving the customer privacy. Their outer CBD location and split-level store layout helps with this. “Customers enjoy the upstairs level, opposed to one level. When you’re on one level you’re consciously aware of everything around. Here, they can go upstairs, explore, check things out and compare items. A lot of people are reluctant to do that if they think ‘Ah, geez that woman at the counter is watching me.’” I think discretion is only part of it. Having testers out for (what seemed like) all of their products also helps. Especially if attracting an older audience, where ‘try before you buy’ may be the preferred way to shop.

For me, it’s a refreshing reminder that online shopping isn’t for everyone. Although I believe there’s definitely space in the market for both on and offline stores. Being ‘boots on the ground’, how do they think the adult commerce scene is currently faring in Brisbane? “I think it’s going down. I’ve seen a lot of the adult shops moving and closing down.” This anecdotal evidence sounds bleak. Finding reliable, definitive figures to say whether this is true has proved impossible. I hope it’s not, as there do seem to be companies continuing to thrive and launch.

Brisbane has some Goliaths… CBD-based stores have a style all of their own. Visiting both Club X and Shades of Play, although hidden behind bright windows or at the end of narrow staircases (due to restrictions, I assume), I was greeted by big, bright, upbeat stores. As a seasoned sex-shop visitor, I didn’t mind this but understand it wouldn’t suit every shopper. Having worked for an adult store located on one of the busiest shopping streets in Europe, I admire brands who stick themselves in the thick of it. They’re practical for shoppers in and around the city and may have to deal with limitations that other CBD high-street stores don’t.

are loyal and keep coming back. Admittedly, most daily candle sales come from interstate and overseas. However, I always do a roaring trade at Brisbane’s fetish markets, and our Red Rigger Kinky Candles Parties have been a huge success.”

adult commerce in Brisbane? “I love the face to face interaction with customers, so more adult/ fetish/kinky markets. And we’d really like to see Sexpo back here annually and to shake things up with more fetish vendors and entertainment.”

Sounds all positive as Angela and her partner RedBear, continue to grow their business organically. Is there anything she’d like to see change around

Brisbane is buzzing! I don’t think it will offend anyone to say that Brisbane is sometimes considered to be ‘a bit behind the times’. This isn’t

necessarily a bad thing. I think it’s exciting. Would it be too bold to say that Brisbane is reaching a pivotal time in adult commerce? I only explored a small slice of Brisbane adult retail for this feature. But it’s heartening that despite the difficulties that come with owning an adult commerce business, Brisbane appears to be home to awesome businesses doing great things to try and push industry standards.

And some Davids, too It’s not just about the big players. There’s space for smaller, niche businesses too. Like Red Rigger — a specialist kinky candle, bondage rope and Shibari workshop company. Chatting to Red Rigger’s Team Leader, Angela April, I asked what Brisbane is like for smaller operations? “While it is niche, I sell consumables and my customers 45

Focus

Online stores are becoming larger and more prevalent, threatening the bottom-line for many retailers. What can help pleasure product retailers, both online and in brick & mortar stores, shift their methods to increase sales and significance? Here are a few tips Iâ&#x20AC;&#x2122;d like to share.

Build Loyalty

Tailor Offerings One wonderful byproduct of loyalty programs is that you gain access to specific information about your customers. While zip codes and demographics are helpful, many loyalty programs incorporate birth dates and purchase history. Use this

are always appreciated by consumers, offering personalized shopping experiences, gift registries, and high levels of customer service also go far in showing clients their patronage is recognized.

Many stores are offering discounts and extras for their loyal customers. Most loyalty programs allow buyers to earn points that then translate into some type of reward. While discounts and free products

Try something different â&#x20AC;&#x201C; Create a special store event or an exclusive online workshop that is only available to customers who have accrued a minimum number of points.

information to offer loyalty program customers curated kits filled with their specific zodiac-inspired products for their birthdays. Purchase history can be utilized to introduce customers to upsell and complimentary items that they may not have known about.

Explore customization â&#x20AC;&#x201C; If you have customers that only want products in a soft purple hue, gather items in that color into a personalized kit just for them. Keep baskets and bags on hand just for this and other types of customer customization possibilities. 47

Focus

Capture Attention Considering that the average online consumer loses interest after 15 seconds and that online customers will leave your site in less than 59 seconds, according to the Nielsen Norman Research Group, online retailers don’t have much time to engage a buyer. Many sites and stores overwhelm visitors with too many distractions or an overabundance of options. Try communicating your niche in a clear manner. Make your site and your store pleasing to the eye.

Create a call-to-action – On a website, within the first few seconds offer a discount code; preferably for signing up for an email list. In a store, create special days that fuel a customer’s imagination and create an opportunity for store associates to engage customers in interesting conversation. Perhaps Monday’s are always 15% off in-store purchases, while Frisky Fridays have optional handcuffs and collars that customers can try on while they shop. Online and in-store daily giveaways (for percentage off or prizes) for email sign-up’s can also impact marketing options and can extend the opportunity to make customers into loyal fans. Get creative!

When it comes to intimate pleasure, people are wanting for information and/or education. Become their trusted source. Most customers aren’t looking to just buy a product, they’re interested in discovering something new – a technique, a skill, a healthy lubricant option, a way to perform prostate massage, etc. Provide education for your staff and for your customers. Give consumers permission to explore their curiosity and desires. Help me, help you – Place a white board in your store where customers can note what they’re interested in learning about for in-store workshops. Online stores can provide downloadable pamphlets for sexual tips, positions, and products on your radar. The better education you can provide to your customers, the more they will look to you and your staff to guide them on their sexual exploration journeys - and steer their purchases as well.

Sunny ROGERS Brand Manager for Pipedream Products, JIMMYJANE and Sir Richards 48

Convey Your Expertise

Emphasize Speed & Convenience

Many online shoppers prefer instant gratification. Brick & mortar stores can use this to their advantage – consider establishing a delivery service in your own town. Look into utilizing Postmates and other app delivery services to increase your local delivery area. Online stores might consider offering 1-day or 2-day delivery options for a small upgrade fee. Convenience counts – Provide a complimentary giftwrapping service for store and online purchases. In many cultures wrapping is as important as the gift. A well-wrapped present sets the mood for a celebratory event and can make that gift more endearing. In today’s evolving retail landscape, it’s important to be adaptable and try new things. Remember, not all consumers want to buy online; and not all consumers want to make store purchases. Offer the best customer experiences and the most unique buying opportunities for your target buyer within your niche. Differentiate yourself with your creativity. And, take comfort in the knowledge that our industry is based on intimacy – providing your customers with discreet care, insightful education and knowledgeable assistance will go a long way in winning loyal, repeat customers and continued success.

Reviews

Ovid

Pleasure Collection Crop and Flogger

Mia More

With its 2mm bi-polar twin contact, Ovid is the perfect example of the Silicone Noir line – you just need an electro stimulator to get it working (we recommend ElectraStim’s Flick Duo EM80). Compared to my unforgiving and enormous aluminium Rocket from the main range, thanks to its ‘medical grade platinum silicone’, Ovid is soft and warm to the touch, accessible at 125cm insertable length and manageable at 38mm across its widest point. It’s flexible, malleable, deal-able with-able. So much so, that it’s suitable for vaginal and anal play – the perfect couple’s toy!

Available for purchase from both brands, it was Lovehoney who sent us the Coco De Mer Pleasure Collection brown leather Riding Crop and Large Flogger for review. Each product came in a cream canvas storage bag complete with Coco De Mer logo on the outside, also in brown: so far, so tasteful.

ElectraStim

Coco De Mer

The finger ring at the base of Ovid is a truly fantastic feature, preventing the toy from being swallowed up by the sphincter and enabling the user to enjoy a healthy thrusting movement, despite dollops of slippery, water-based lube. In fact, the only thing to dislike about Ovid are the seams running all the way around its length, where the two halves were joined during production: firstly because it seems a shame to ruin the aesthetics of such a smoothly sexy object, and secondly because the grooves necessitate a toothbrush to ensure a truly hygienic clean. That said; I have faith that once the manufacturing process allows it, Ovid’s inadvertent ridges will be removed. After all, when word got back to ElectraStim that the initial Jack Socket proved too small for some users and reviewers (Mr More included), ElectraStim responded by designing a bigger sleeve option. Happy days! And herein lies the secret of ElectraStim’s success: its parent company Cyrex genuinely listens to its client base, rectifying, updating, and continuously pushing the boundaries of e-stim product design and function worldwide. In bringing e-stim to the masses they’ve succeeded in making the exceptional acceptable and the intimidating approachable.

Inside, the scent of quality leather announced the erotic even before touch confirmed that both items were indeed made of the softest materials. In any BDSM session the sharpening of the senses plays an essential part: when wearing a blindfold for example, these factors alone disclose that hot play is imminent, adding to the arousal and sense of anticipation. The Coco De Mer logo appeared again, deeply embossed on the handle of both products. Here they diverged, the Riding Crop being ramrod straight, sexily strict and more than a little intimidating. It certainly hit the mark (pun intended). Retailing in the UK at £119.99, here was a tool for the serious subs out there – or at least for the financially blessed. At the exact same high-impact price, Coco De Mer’s large brown leather Flogger was beautiful both in terms of textile and design. Each of the (count them!) forty fronds featured suede on both sides, making for an extremely soft and subtle pressure to tease and trail across the body… if that was the desired effect. Otherwise, brandishing the Flogger with force required skill, as the lengthy fronds could prove unwieldy for the inexperienced. In conclusion, Coco De Mer’s Riding Crop and large Flogger were simply stunning: they looked, felt, sounded and smelled like luxury. If you’re looking for high-profile decadence, global luxury brand Coco De Mer has it in spades (paddles, crops and floggers)!

The proof as they say is in the pudding, and these ever-inventive chefs are at the top of their game.

www.electrastim.com

www.lovehoneytrade.com

Truly Yours

Bumper Thrust Buffer

Mia More

Peter

Brit brand Rocks-Off are renowned for releasing fun, innovative designs and a great example of this is the Rocks-Off collection, recently presented at the annual summer ANME event in LA. We were sent four vibrators from the range, named Crimson Kiss, Scarlet Velvet, Red Alert and Rouge Allure. You may already have guessed from these lipstick-like labels that the colour scheme chosen for the collection – perfectly matched to its ‘Feel Your Heart Flutter’ slogan – is a deep romantic red.

After nearly two decades working in the erotic industry it takes a lot to pique my interest, and Perfect Fit is one of the few Adult brands to consistently innovate and inspire. Time and again Perfect Fit CEO Steve Callow and his team reinvent the wheel: these guys think of everything – and then some.

Rocks-Off

Perfect Fit Brand

I say romantic, because quite apart from the tender Truly Yours name, each glossy black toy box has the sweetest label integrated into the back of it: a simple white square framed by decorative gold swirls, contains the words To: and From: printed in matching gold font. It’s just the cutest gift packaging! Meanwhile, the vibrators themselves begin at the classic Rocks-Off 90mm size (shiny red Crimson Kiss and matt Scarlet Velvet) that each take one AAA battery, up through the mid-size Red Alert at 120mm taking two AAA batteries, ending at the biggest Yours Truly model, the 160mm Rouge Allure which takes two AA batteries. Full points for including said batteries in the purchase! As with the majority of Rocks-Off bullets, the dimension of each vibrator in the Yours Truly range is embossed smartly on its length (ie: RO90mm) along with the brand logo. As we tried each vibrator in turn, it was evident that the bigger the vibrator the more powerful it felt. Surprisingly, they were all fairly quiet – no offputting high-pitched mosquito buzz with the smallest 90mm Crimson Kiss and Scarlet Velvet bullets (the latter’s matt red being my favourite shade), and just a lovely deep rumble with the longest 160mm Rouge Allure. Notwithstanding the difference in size, each vibrator is designed to be 100% waterproof, comes with a twelve-month guarantee, and boasts ten functions that combine three constant speeds with seven vibration patterns. These are operated by a soft button at the base of the toy, a simple design ideal for avoiding frustration during moments of intense passion – because we’ve all had sex toys with programmable features which are waaaay too complicated. To turn each Rocks-Off vibrator off, just hold the button down for a few seconds: again, easy-peasy.

As Callow himself commented, ‘Deep or hard thrusting is really fun for those who can handle it, but for those who can’t it makes sex undesirable.’ So, when Perfect Fit offered a potential solution to my oversized excitement with their Bumper Thrust Buffer, I embraced it with both hands (see what I did there?)! Claiming to ‘Reduce Penetration Depth’ and to ‘Cushion For Intimacy’, The Bumper Thrust Buffer fits over the penis like an extra-thick cock ring, with a second hole for the scrotum to slip through. The chunkiest part of the ring sits around the base of the cock, cleverly shaped at an angle to reduce the length of the penis by a centimetre or two. Steve explained to Synergy that ‘The Bumper idea came from retailers telling me that they like using [chunky, Perfect Fit cock ring] the Cruiser as a device to cushion.’ Taking this a step further, the brand added the Donut Buffer – a big bouncy ring, similar to the Cruiser – to The Bumper Thrust Buffer package, in order to shorten the penetrative part of the cock even further. Rather brilliantly, you can buy additional Donut Buffers separately, but luckily, I was sent the entire kit to test in each of the two available black and clear coloured versions. So, with one black and one clear donut added to The Bumper I was finally ready to – as the official tagline went – Never Hold Back Again! I’ll leave the next part to creator Steve Callow, ‘One thing that I didn’t anticipate is how fun The Bumper™ is just to use for intercourse or anal sex even when discomfort isn’t an issue. It simply makes that moment of repeated connection between partners really different, and you can just go to town and both love it.’

Arguably, the main strength of Rocks-Off lies in offering ‘simple yet effective’ products – as their latest line demonstrates. Reasonably priced and reassuringly on-message, the brand’s Yours Truly Collection is excellently positioned for a rosy sales outlook. The future is red.

In a world full of hyperbole, it’s rare to find something that lives up the hype. With The Bumper however, all and any positive superlatives are fully justified. For myself at least, this Thrust Buffer’s the Perfect Fit.

www.rocks-off.com

www.perfectfitbrand.com 51

top 10 best sellers www.astroglide.com

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The iconic Australian brand

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r e d n u n w o d 53

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BUYERS GUIDE ASTROGLIDE SENSITIVE SKIN ULTRA GENTLE GEL (85GM)

Water based gel, free of glycerine, paraben, preservatives, alcohol, glycol and fragrances. Non drip and only a few drops needed.

ASTROGLIDE REGULAR LIQUID PERSONAL LUBRICANT

Proven water based formula for over 40 years, World-wide best seller for many years. Not sticky, slick, only need a few drops and also a moisturiser.

ASTROGLIDE NATURAL PERSONAL LUBRICANT (74 ML)

ASTROGLIDE GEL PERSONAL LUBRICANT (113 GM)

Water based and glycerin, paraben, glycol and alcohol free. All naturally derived ingredients, popular with women and people with sensitivities. World’s biggest selling Natural lubricant.

Proven Gel water based formula. Non drip, long lasting, only need a few drops and also a moisturiser.

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ADDICTION – LUKE

ADDICTION – JUSTIN

100% silicone, harness compatible dong. Pride colours, firm yet flexible, 8 inches in length, suction cup.

TOUCH BY SWAN – SOLO

A new concept from Touch by Swan, curvaceous design, broad clitoral stimulator with mind-blowing G-spot contact. Responsive touch panel at the base of the handle, swipe in any direction. Trusted PowerBullet® vibration technology.

100% silicone, harness compatible dong. Blue marbleized design, glow-inthe-dark. Suction cup, affordably priced.

TOUCH BY SWAN – DUO

Classic design upgraded. Two long ears transmit the strong vibrations, complemented by a strong rotating body. Responsive touch panel at the base of the handle, swipe in any direction. Trusted PowerBullet® vibration technology.

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PINK LADY STU FLESHLIGHT TURBO IGNITION

FLESHLIGHT TURBO THRUST

Offers the most realistic and satisfying alternative to oral sex. Uniquely designed with three points of initial insertion. Available in Blue Ice and Copper.

Still the #1 selling Fleshlight product in the world. Specifically designed to replicate the sensations of intercourse, which can help users increase sexual stamina, improve performance and techniques.

STOYA DESTROYA

The best selling Fleshlight girl Signature sensation world wide. Stoya has been the #1 selling Fleshlight girl since she launched with Pirates of the Caribbean by Digital Playground.

www.fleshlightdistribution.com 56

BUYERS GUIDE

UPRIZE UNIVERSAL STRAP ON HARNESS BLACK

Sleek, soft and totally comfortable, this harness fully fits to your form. Featuring a 2-inch silicone O-ring and fully adjustable legs and waist straps, it's incredibly easy to use. UPRIZE REMOTE CONTROL ERECTING REALISTIC DILDO VIBRATOR 6 INCH PINK FLESH

Conjure rock hard erections at the push of a button with UPRIZE®, the world’s first bionic vibrating dildo. UPRIZE REMOTE CONTROL ERECTING REALISTIC DILDO VIBRATOR 8 INCH PINK FLESH

HAPPY RABBIT REALISTIC BLACK

UPRIZE's patented technology and state-of-the art engineering give you rock hard erections on demand your ultimate tool for penetrative sex.

From the velvety-soft silicone body and the powerful multiple motors, to the cleverly-contoured shapes and w-hopping 15 vibration modes.

www.lovehoneytrade.com

3-PC LACE SET TOUCH RABBIT

GLANS VIBRATOR

High-quality technology from Germany! Just press the button and the stronger you squeeze the more intense vibrations. Available as Touch and Rabbit.

Glans vibrator with stimulating rotation and lots of soft stimulating dots. 7 vibration modes and 3 rotation speeds.

3-piece lace set with an underwired bra, suspender belt and crotchless string. Bra and suspender straps are adjustable. Black. 90% polyamide, 10% elastane.

MASTURBATOR

Waterproof masturbator with vibration and a warming function (up to 40 °C). 6 modes, 3 intensity levels. Rechargeable. Material: silicone, ABS.

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ZORO KNIGHT 6IN CLEAR

One piece molded silicone PF Blend strap on, broad elastic waist band, hollow, open at base, can be worn by both male and female, Insertable length 15cm, max dia of 1.75in (tip) and shaft dia of 1.6in.

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New snugger version of Buck-Off with a different shape at the base. Suction stroker to fit over the clitoris, Made of SilaSkin™ - TPR/Silicone blend. THE BOSS ULTIMATE STROKER

Innovative thick design, internal ribs and nubs for extra stimulation. Air hole design on the tip, SilaSkin, which is a perfect mix of Silicone and TPR, gives it an unbelievable stretch factor.

PERFECTFIT PLAY ZONE KIT

9 Xact-Fit soft touch silicone Rings, sizes 28- 48mm with Sturdy Storage Cone. 2.5mm apart in sizing. Not too stretchy, so the rings are effective. Use for shaft , ball and cock & ball rings.

www.perfectfitbrand.com 58

A M A ZING IS OUR STA NDARD! ™

The Play Zone is a

Media Sensation! “12 Sex Toys that Sex Therapists Say Will Change Your Life” Huffington Post, April 2018 “Cock Rings – 7 Things You Need to Know” Men’s Health, August. 2017

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Order today from LonBrook: +61 (0)3 9466 8400 ∙ sales@lonbrook.com ∙ www.lonbrook.com 59

BUYERS GUIDE

NEON BUNNY TAIL

Perfect for those new to anal play, made from super-smooth flexible silicone, the tapered tip inserts easily and the slender shape provides exciting pleasure. The fluffy bunny tail ensures it won't slip too far.

NEON EZ GRIP STROKER

Features a satisfying ribbed pleasure tunnel. Cleverly designed to fit in your hand, it allows your fingers to wrap snugly around and squeeze it tight.

NEON STRETCHY SILICONE COCK RING SET

NEON LUV BUNNY

Perfect for first-timers, this ultrasmooth silicone Neon Luv Bunny offers powerfully satisfying multispeed vibrations. Flickering ears tickle and tease, while the tip provides pleasing pinpoint stimulation.

Worn together or separate, these body-safe silicone erection rings are sure to extend your performance and intensify your pleasure! Small Ring Dia: 1" (3.1 cm) Large Ring Dia: 1.2" (3.7 cm).

NEON SILICONE WALL BANGER

Ten vibrating functions, powerful suction-cup base, sturdy realistic design. The lower button turns on the strong motor and the upper button cycles through ten intense pleasure functions.

NEON LUV TOUCH DELUXE

Perfect for first-timers and experienced users alike, 10 stimulating functions, a classic shape and ultra-smooth Luv Touch material. Silent, powerful vibration.

NEON LUV GLOVE

Uniquely habit-forming, this ultra-soft and flexible glove is covered with velvetysmooth ticklers that gently brush against your skin wherever your hand roams.

NEON MAGIC TOUCH FINGER FUN

Perfect for foreplay—deliver thrilling vibrations to your partner’s hotspots with these dual compact and sensually textured fingertip vibes.

NEON VIBRATING COUPLES KIT

Perfect for first-timers, this kit features a silicone mini rabbit vibe and a superstretchy vibrating cock ring with a convenient removal bullet.

www.pipedreamproducts.com 60

ULTIMATE P-SPOT MILKER

Fully automated massaging system to simultaneously stroke the prostate and rock the perineum. Cleverly curved tip offers “come hither” massage movements that allow the base to rock back and forth.

INFLATABLE P-SPOT MASSAGER

Hands-free wearable design, medicalstyle pump ball inflates plug to the perfect size preference, detachable hose. Multi-speed remote control.

RECHARGEABLE ASS-GASM PRO

Now available in a powerful rechargeable version! Made from silky-smooth Elite Silicone™, this wearable plug doubles as a performance-enhancing cockring, with prostate stimulation.

CLASSIX ROCKET BULLETS, 18 PC DISPLAY

Versatile, simple and powerful, everyone’s essential sex toy! A press of the button activates intense vibration, while the smooth tip allows for easy pinpoint pleasure.

INFLATABLE SILICONE ANAL PLUG

Hands-free wearable design, medical-style pump ball inflates plug to the perfect size preference, detachable hose.

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Classix Vibrating Pocket Bullet packs plenty of power and is the perfect size for fun on-the-go. A press of the button activates intense vibration, for versatile sensation play and it easily fits into your purse.

REMOTE CONTROL P-SPOT PRO

Two powerful motors controllable via A wireless remote. direct stimulation to both the prostate and perineum, remote control, 9 vibration patterns.

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VIBRATING RABBIT – BLACK

Two powerful motors, rotating head, 8 rotation modes, 36 speed modes, shower proof, ABS and TPE, 4 x AAA batteries required.

ELECTROSHOCK E-STIMULATION RABBIT VIBRATOR

E-Stim rabbit, 10 speed and 5 shock modes, waterproof, ABS and superior smooth silicone. The electroshock function is activated when the ribbed parts touch the skin simultaneously!

MILA - PURPLE

Nimble rabbit vibrator, medical grade silicone, soft with endless flexibility. Two super quiet, yet very powerful 10-speed motors, waterproof, USB charge cable included.

SASHA - PINK

Massage wand, medical grade silicone, super soft and endless flexibility, two super quiet, yet very powerful 10-speed motors, waterproof, USB charge cable included.

www.shotsamerica.com 61

BUYERS GUIDE SATISFYER PRO 2 NEXT GENERATION

SATISFYER PRO DELUXE

Pressure wave technology, touchfree stimulation, waterproof (IPX7), rechargeable, 100% hygienic and safe, luxurious rose gold design with white accents, chrome details, silicone and ABS.

SATISFYER PRO G-SPOT RABBIT

SATISFYER PRO PLUS VIBRATION

Pressure wave technology combined with vibrating shaft, touch-free clitoral stimulation, waterproof (IPX7), USB, 100% hygienic and safe, silicone and ABS.

Pressure wave technology combined with vibration, waterproof (IPX7), USB, 100% hygienic and safe, silicone and ABS.

SATISFYER PRO PENGUIN

Pressure wave technology, touchfree stimulation, waterproof (IPX7), rechargeable, 100% hygienic and safe, made from silicone and ABS.

Innovative pressure wave stimulation, 11 programs, water proof (IPX7), USB rechargeable, contact-free enjoyment.

MULTIFUN 1 OCEAN BLUE MULTIFUN 2 BONBON PINK

Satisfyer Partner Multifun toys for him, her and couples. Ocean Blue. Waterproof (IPX7), easy to clean and take care of, highly flexible material with Silk Touch Feeling.

SATISFYER PRO PLUS TRAVELLER

Ideal for when you’re out and about, compact size 107x46x35mm, Magnetic closure, 11 quiet pressure wave settings, waterproof and skin-friendly. USB rechargeable.

www.satisfyer.com

MASTER SERIES CADENCE VIBRATING SILICONE SOUND

This highly powerful urethral insert sends a strong vibration that will send your plaything over the edge time and time again. Premium silicone. LOVEBOTZ ULTRA BATOR THRUSTING AND SWIRLING AUTOMATIC STROKER

INMI SHEGASM INTENSE 2 IN 1 CLIT STIMULATOR HOSED 19 INCH SWIRL ANAL SNAKE

This firm, but flexible dong has a swirled ridge to give you even more sensation. The powerful suction base anchors to most flat surfaces, giving you ultimate control. Phthalate-free.

Intensify your orgasms with this double ended oral sex simulator and G-spot vibe. Made of premium silicone & featuring 12 levels and patterns of suction & power.

This ergonomic, state of the art stroker features 3 speeds of swirling rotation sensation AND up and down stroking action!

www.xrbrands.com 62

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Sydney

Scene

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Sydney