Synergy Issue 20 Sep-Oct by Synergy Magazine

BLOWS YOU AWAY. NEW SATISFYER MEN HEAT VIBRATION.

SEPTEMBER OCTOBER

Welcome to another bumper edition full of action-packed adult retail industry news and good vibes. Synergy took some time to speak with Ryan Fraga, Director of Sales & Operations at Los Angeles based OXBALLS, a quality manufacturer since 2008 of all things good for men. Read about on-premise silicone pouring to ensure maximum quality control. We caught up with the new owners of Adelaide retailer ‘Adult Bliss’ -Simon Mawson and Monique Turmine and shine a spotlight on their funky store and their great product ranges and successes so far.

Catch the great interview with Lucy Litwack, CEO of London based Coco de Mer. who, in a few years, helped turn Coco de Mer from a struggling boutique into a successful international brand and now employs celebrity Pamela Anderson as International Brand Ambassador. 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.

As always there are plenty of new products and trade show action to catch up on so we’ve included the best of Adelaide SEXPO, the summer ANME Show and the TOPCO/XRBrands/C1R/AVN Gathering and the Sportsheets 25th Anniversary celebrations.

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.

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.

a c n a i B

Editor-in-Chief

CONTENTS Trade News....4 Movers and Shakers....10 FOCUS - Adult Bliss Erotic Boutique....14

NEW....20

Synergy Magazine PO Box 8145 Melbourne 3151, Victoria, Australia

+61 (0) 435 406 607

Editorial editorial@synergymag.com.au Advertising ad@synergymag.com.au General info@synergymag.com.au

www.synergymag.com.au

SEXPO Adelaide 2018....26 FOCUS - Coco de Mer....30 FOCUS - Satisfyer....36 ANME July 2018....54 FOCUS - Oxballs USA....60 Me - Lucy Litwack....64 Reviews....66 Best Sellers....68 Buyers Guide....72 SCENE - Sportsheets....80 SCENE - Topco/C1R/XR/AVN....82 SCENE - Sexpo August 2018....84 SCENE - ANME July 2018....86

trade news Astroglide Changes Packaging - Sales Skyrocket Astroglide is pleased to announce the return of its cut away packaging, which allows consumer to view the contents and the famous curved bottle.

New Left Side

New Front

Astroglide Personal Lubricants have been the largest selling extended personal lubricant range globally for a number of years now. In the US Grocery channel, Astroglide is now the growth leader with

Cutout window shows off signature sexy bottle. Brighter, bold colors will standout on any shelf.

Icons quickly and easily communicate key benefits

undeclared ingredients, specifically carbomers were destroying the pap sample. They tested a whole range of lubricants and Astroglide was one of three and the only one available to consumers that tested to not contain carbomers.

double digit annual growth, even though the brand has been sold for decades. What is more, is that three of Astroglide products are first, second and third best ranked items in grocery. All other brands that are also sold in Australia are in decline. Astroglide and one competitive brand make up 74% of US grocery sales. Market research in Australia suggests that consumers are looking for a trustworthy brand, with honest claims and a full list

Prominent feature benefit statement.

of ingredients listed. Recently, Hologic the globally company who makes thin prep cervical pap smear kits did extensive testing of personal lubricants, after many samples taken from women proved to be tainted. What they found was that

Astroglide is the premium brand and only a few drops are needed for lubrication. Additional, Astroglide is also a vaginal moisturiser, which assists women with dryness which is common in all ages, especially post 40 years of age. www.astroglideaustralia.com

David Joseph Reacquires Red Light District Co-founded by AVN Hall of Fame executive David Joseph in the Fall of 2001, Red Light District became synonymous with hardcore gonzo porn in the early to mid-2000s during the peak of the DVD boom. Joseph sold the company to Pulse Distribution in 2011, but he recently reacquired it from Pulse with plans to re-establish and re-envision the brand. Red Light District’s movies—all shot in 4K—will be exclusively distributed by Pulse, a leading industry distribution hub since 2005. “I think Red Light District is a great brand and now more than ever there’s room for someone to produce high-quality movies and spend money on the productions,” Joseph told AVN. Red Light District, one of the top porn production companies of the past 20 years, is returning with a new look and new movies. 4

“We’ve shot four movies already that are really high quality,” Joseph said. “We’re classing it up and taking a different

approach. We have to build up trust with our customers and be consistent. “We’re doing it totally different this time because the times are different. The movies are not going to look like they did before. I’m putting a lot of money into these movies and doing it the right way.” Red Light District joins an impressive orbit of companies under Joseph’s supervision, including a pair of upstart novelty brands— Rock Candy Toys and Bedroom Products— and US Arcades, a state-of-the-art adult video delivery system that is revitalizing the arcade experience in retail stores nationwide. “There is synergy right now with all the companies,” Joseph said. “None of them compete; they all complement each other and they’re all doing really well. And Pulse does a great job with distribution. They are the biggest and the best at what they do.” www.pulsedistribution.com

Palmpower Wins Wand Comparison wand on the market, Sunny announced on Friday that the winner of the comparison was the Palmpower wand by BMS.

Sexuality educator, toy expert and media personality, Sunny Megatron, recently conducted an independent review of various wand vibrators from top industry brands. Looking to identify the best

After testing each wand, including the Magic Wand, Le Wand Petite, the Sola Sync, and the Palmpower Recharge, Sunny ranked them in order. "Putting my favourite [wands] in order of my preference, I mean the Palmpower is number 1, 2, 3, and 4. Oh my god", stated Sunny. "As I was testing all of these, every time without question the Palmpower was my finisher, every single time. I love it".

Sunny adored the intense power offered by the Palmpower Recharge, without the numbness she seemingly experienced when testing the Magic Wand. Sunny also noted the silicone attachments for the Palmpower wand conducted vibrations perfectly, unlike other attachment heads on the market that muffle the impact. BMS is honoured to have been named the winner in Sunny Megatron's unbiased comparison of wand vibrators, especially amongst the top-quality brands selected. www.bmsfactory.com

Erik Everhard, Evil Angel Collaborate Again A top pornographer and a leading XXX studio are coming together. Again. Premiering on EvilAngel.com is directorperformer Erik Everhard’s artistic, intense new scene starring bewitching blonde Victoria Pure. The fresh content represents his return to creating Evil Angel projects; he released a handful of award-winning videos at Evil in the mid2000s. Known for attracting the hottest girls to his carefully crafted, erotically powerful productions, Everhard is among porn’s most prominent international players. He’s enjoying current success with cinematic anal hardcore featuring A-List European female talent and his own mighty sexual passion.

Evil Angel founder John Stagliano observes, “The Victoria Pure scene is exceptionally good. When she whispers sexual intimacies to Erik, I really got into watching this. There is excellent storytelling — sexy storytelling — and great sex captured in a beautiful picture.” “Erik works hard on his productions. He provides first-class photography; he cares about acting and strong production values,” says Evil VP of Product Chris Gentile. “And Evil Angel fans gravitate to his kinky specialties.”

Comments Everhard, “European porn can get too sanitized. I’m here to bring an American flair to help these European girls look as sexy as they possibly can. Utilizing my skills as a photographer has only made this stuff look better — and, beyond anything, knowing how to push these girls to fulfill their ultimate potential.” Case in point is his Victoria Pure scene. “The girl is gorgeous,” says Everhard. You don’t keep a lion in a zoo, and you don’t hold back a girl as sexual as this one. It’s simple science”.

www.evilangel.com 5

trade news

Celebrates 25th Year Anniversary 2018 marks the 25th anniversary of Sportsheets International, the Huntington Beach, California based, BSDM product manufacturer. According to CEO Tom Stewart, it all started when he saw the David Letterman show where he jumped onto a Velcro wall and stuck. The idea of some sort of a Velcro thing that you could stick your partner to and have sex with, was a seed that required nourishing. Tom bought a sewing machine and taught himself how to sew. Then he and his brother developed the Velcro bed sheets and restraint accessories. This was the initial signature Sportsheet restraint kit that established Sportsheets as a couples friendly BDSM brand. Today, Sportsheets is a global trading corporation employing multiple staff which produces a vast catalogue of BSDM and kinky product. Tom says that everything that they design is focused on keeping couples connected, and that’s been their tagline for over 10 years now- Keeping Couples Connected. Sportsheets was travelling along well but also got a major break due to The ‘Fifty Shades of Grey’ phenomenon. Sportsheets was well position when Fifty Shades of Grey commenced and took full advantage of the timing with 6

sales, amongst other items, of the then recently released Sex & Mischief range, featuring edgy black and white packaging and imagery, soaring. The explosive demand for BDSM items caught the dominant vendors such as CalExotics, Pipedream and Doc Johnson somewhat off guard but it didn’t take them long to bring out their own specialized Shades of Grey themed collections. The Sportsheet was the first product Sportsheets invented, and after 25 years Tom thinks it’s one of the best sex toys on the market and will continue to be so. In July, Sportsheets celebrated with a huge Southern California beach party with a live band, entertainment food and drinks. The entire parking lot was

covered with beach sand, tables, beach umbrellas and the band stage were erected. Attendees came from far and wide to celebrate with Tom Stuart, his family and employees and partied late into the night. Numerous beach themed party games were on offer as was the popular ice cream van and margarita stand. Upon arrival, guests were led thru the beautifully revamped corporate office premises, admiring the new design and colours and at the end of the evening, upon departure, they were showered with goodie bags to assist their recovery. The event was meticulously planned and executed and thoroughly enjoyed by all. www.sportsheets.com

trade news Australian Government Department of Health Therapeutic Goods Administrations

Australian TGA Publishes Interim Decision to Ban Aromas/Poppers The Australian TGA has published an interim decision proposing to amend the current Poisons Standard to include the chemicals included in products commonly known as Poppers. The delegate's interim decision from 10th September under regulation 42ZCZN of the Therapeutic Goods Regulations 1990 is to amend the current Poisons Standard in relation to alkyl nitrites and lubricants. The decision would remove Amyl Nitrite for example from Schedule 4 (Prescription Only Medicine) and place it on Schedule 9 (Prohibited Substance). Scheduling is a national classification system that controls how medicines and chemicals are made available to the public. Medicines and chemicals are classified into Schedules according to the level of regulatory control over the availability of the medicine or chemical, required to protect public health and safety. Schedule 9 Prohibited Substance New Entries would be: ALKYL NITRITES except those specifically listed elsewhere in these Schedules., ISOPROPYL NITRITE, PROPYL NITRITE, CYCLOHEXANE NITRITE, AMYL NITRITE, BUTYL NITRITE, ISOAMYL NITRITE, ISOBUTYL NITRITE, OCTYL NITRITE

The proposed implementation date is 1st February 2019. The matters under subsection 52E (1) of the Therapeutic Goods Act 1989 considered relevant by the delegate for the decision include that there are numerous risks of harm associated with alkyl nitrites including illicit use for euphoric (perceived due to dilation of blood vessels in brain and periphery), analgesic and muscle relaxant effects. There appears to be an increasing trend with time in the use and abuse of volatile alkyl nitrites, with a 56% increase in exposures from 2009 to 2014 according to statistics collected from Australian Poisons Information Centres. According to the TGA Ingredient Database, amyl nitrite, octyl nitrite and nitrite are available for use as an Active Ingredient in Biologicals, Devices (amyl nitrite only) and Prescription Medicines. The international legal status of alkyl nitrites is unclear. In the European Union (EU), isobutyl nitrite was classified as a class 2 carcinogen under the EU Directive 76/769/EEC, making it illegal for shops to sell this variety of poppers.

In January 2016, the UK government included alkyl nitrites in a list of banned psychoactive substances, but this decision was set to be reviewed, and it is unclear whether this decision remains. In New Zealand, amyl nitrite is a prescription medicine except when sold to a person who holds a controlled substances licence (issued under section 95B of the Hazardous Substances and New Organisms Act 1996). Octyl nitrite, isobutyl nitrite, butyl nitrite and isoamyl nitrite are classified as prescription medicines. Poppers' is the street term for various alkyl nitrites taken for recreational purposes through direct inhalation. In the past these included amyl nitrite, butyl nitrite and isobutyl nitrite, with more recent variations including isopropyl and cyclohexyl nitrite. Alkyl nitrites have a smooth muscle relaxant effect. To avoid detection by authorities, alkyl nitrites are often labelled and sold as leather cleaner, video head cleaner, incense or room-odorising products. This can result in misidentification and impair the risk assessment. www.tga.gov.au

Reduces Pricing by up to 33% After 12 months of development, Satisfyer proudly presents its 25 new products for the first time at this year's eroFame 2018. "With the help of our customers, we have again succeeded in creating products that are actually in demand in the market and are expected with great pleasure. Thanks to our optimally positioned team, it has been possible to reduce production costs considerably again over the past few months due to major investments in automation and falling raw material prices", explains Jerome Bensimon. 8

"In the course of this we pass on these savings 1:1 directly to all our customers and partners and are pleased to be able to offer new, but above all, considerably reduced prices from 1 October 2018". "Our partner toys and patent-pending Satisfyers are already starting at a retail price to customers of $19.95 Euro/US Dollar including sales tax", states Jerome Bensimon, Vice President of Sales at Satisfyer. www.satisfyer.com

Gvibe Embraces Sexuality at Adelaide SEXPO London, UK - Gvibe returns after a massive weekend at SEXPO 2018 in Adelaide- an unforgettable three day celebration of lifestyle and sexuality visited by thousands of open-minded adults. This was the second time the Gvibe brand presented at SEXPO in Australia, but first time for Gvibe brand ambassador Valeria Opanasyk to personally attend the exhibition and share the Gvibe brand properties and even her own personal experience with Gvibe toys at the stand of their official distributor in Australia LonBrook. "SEXPO provided all their patrons with the opportunity to mix in a bit of shopping and socialising with world class entertainment – what was a better way to spend a day out? So, we brought Gvibe adult products out of the warehouse and presented them to the public in a comfortable and fun atmosphere. The novelty products were promoted on a big screen throughout the show", commented Opanasyk.

Valeria gave recommendations, presented the patented Bioskin material to patrons, allowed attendees to check the strength of the magnets in new Geisha Balls, showed how smart Kegel Gballs2 works with the smart phone application and instructed on the advantages of training pelvic floor muscles. She was pleasantly surprised to meet Australian women who still use their first generation Gvibe for over 6 years and with great enthusiasm replenish their collection with the novelties Gvibe company brings to the market. Real feedback always gives a lot to the company, as satisfied customers bring the inspiration to develop and continue to deliver orgasms! "Three days passed in one breath, but that was not the only reason to visit Australia. We used this time to visit adult stores and have a look of how Gvibe products are presented on the shelf. We are happy to share with you that Adult Bliss in Glen Osmond, South Australia and Sexy Secrets

in Carrum Downs, Victoria were awarded Silver Retailer Certificates in recognition of their outstanding sales achievements and in-store presentation". "We are very pleased that in Australia the Gvibe brand was warmly welcomed and we are looking forward to coming to this gorgeous country again and again", explained Opanasyk. www.gvibe.com

#TEAMWICKED Raises Over $100,000 for AIDS Walk LA

Led by adult superstar, sex educator and exclusive Wicked Pictures contract performer jessica drake, Team WICKED has raised $106,735 for AIDS Walk Los Angeles since 2012. This announcement comes as Team Wicked begins preparation for the 2018 annual benefit. Comprised of adult stars, sex workers, and advocates, Team WICKED has been a mainstay at AIDS Walk Los Angeles which will return this year at 10 a.m. on October 21 at Grand Park in Downtown Los Angeles. "Leading Team WICKED and bringing so many folks together each year to support this amazing cause has become one of my passions,” drake said. “Being able to raise

more than $100,000 since we started on this quest is mind blowing. HIV & AIDS research and prevention is a cause close to my heart, and doing this walk as a team not only raises money, it also raises awareness. Also, the walk happens on or near my birthday each year, so it's my favorite way to celebrate! Like many other accomplishments in my life, it wouldn’t be possible without the ongoing support and teamwork of so many people on Team WICKED throughout the years. I am grateful for each and every one of them, and invite everyone interested to join us this year.”

Besides her ongoing work with TEAM WICKED and other charitable causes, drake is a frequent contributor to a variety of media outlets as well as being a highly sought after sexual wellness speaker and educator who lectures at universities and leads seminars and workshops around the world. She is the writer, producer, and director of the video series “jessica drake's Guide to Wicked Sex,” which has received critical acclaim from industry stalwarts AVN, XBIZ, Fleshbot.com and others, as well as mainstream outlets like The Huffington Post, Cosmopolitan, Refinery29 and many others.

Having raised between $13,000 and $22,000 each year, Team WICKED won’t slow down this year. It always seeks to be among the top fundraising teams at the annual benefit presented by AIDS Project Los Angeles (APLA). “I am very proud of jessica, Team WICKED and the supporters for their longstanding commitment and dedication to this great cause,” said Steve Orenstein, owner of Wicked Pictures.

www.guidetowickedsex.com www.aidswalk.net

MOVERS & SHAKERS

Hot Octopuss

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

At this time, Margo will come on board to support the company as it launches a new range of innovative products, significantly broadening its portfolio to cater to the next generation of sex toy users. Margo co-founded the premium British company in 2011 with Adam Lewis, but has since been working in an advisory role. As Chief Operating Officer, Julia will direct Hot Octopuss’s marketing department and lead its public relations team. Her expertise stems from roles in top UK organisations including the think tank Demos, the consumer group Which? and the medical research charity Genesis Research Trust.

Julia Margo Award-winning sex toy company Hot Octopuss has made Julia Margo its new Chief Operating Officer, reinforcing its commitment to breaking barriers and creating sex toys that are both inclusive and promote wellness with pleasure.

SCALA

Marilena POPESCU 10

Also a published author on social change, wellbeing and consumer issues, Julia will bring invaluable insight to Hot Octopuss as the company grows its global customer base and focuses efforts on lesser-served markets in the sex toy industry, including disabled and older consumers, with a range of inclusive products that stimulate pleasure and transcend preexisting stigmas. Adam Lewis, Co-Founder, said, “I’m so excited to have my partner in crime fully on board. Hot Octopuss has always been committed to pushing the boundaries of the sex toy industry through our award-winning products and

SCALA is proud to announce that Marilena Popescu has joined the sales team as the new International Account Manager for the region Italy, Romania, Hungary, Bulgaria, Czech Republic, Slovakia, Croatia and Slovenia. Marilena will be working remotely, based in Rome, Italy. Marilena was born in Romania, but comes from a Hungarian family. Currently residing in Rome, Italy, she will work for SCALA remotely, closer to her customer accounts; enabling her to visit retailers’ location for personal, face-to-face contact. During her studies, travel and working collaborations Marilena learned to speak multiple languages fluently, including English, French and Italian. Her working experience in sales spans various industries including high fashion, lingerie and lastly, 4 years in the environment of Religious/Devotion articles at the Vatican City; making her move to SCALA and its (slightly naughty) industry even more exciting.

our loud and proud marketing efforts. I have no doubt that Julia will be a powerful force in taking us to the next level.” Hot Octopuss remains committed to promoting the health benefits of masturbation and orgasms. Studies have proven that regular sexual activity can increase your lifespan, lower risk of heart disease, and release chemicals like endorphins and oxytocin, which act as natural pain relievers, maximize restful sleep and reduce stress¹. With the national and international focus on wellness on the rise, it’s an opportune moment for the sex toy industry to enter the conversation, providing natural solutions to consumers who are looking to improve their health and wellbeing. Julia Margo, Chief Operating Officer, said, “It has never been a better time to turn my full focus to Hot Octopuss, as we set our sights on another year of growth. We’re seeing a convergence within the wellness industry and the sex toy market which, in my opinion, has been a long time coming. Bringing my expertise from the health sector to the table, I am looking forward to working side-by-side with Adam as we bring new products to market, with innovative pleasure and inclusive technology at the forefront of our efforts.” www.hotoctopuss.com

Marilena fills her spare time with various adventurous activities: “I love being outside in nature, trekking and rope climbing. When the weather doesn’t allow me, or my muscles give me sorrow, I give new life to antiques by restoring vintage furniture.” Marilena also has a big love for animals, volunteering for the Italian National Association ‘Protezzione Civile’, on projects helping animals in need, such as abandoned or lost dogs and cats. SCALA hopes our Italy and Eastern European customers will soon have the chance to meet Marilena, as we’re sure you’ll love her as much as we did the moment we met her. Her friendly, professional and hard-working nature guarantees she will go the extra mile to help retailers succeed, aiding you find a perfect assortment of products to maximize your sales potential. www.scala-nl.com

Pink Cherry

PinkCherry has tapped Lana Grypych to fill its newly created director of marketing role. “The role is exciting,” said Lana Grypych. “The company is ever-expanding, and I see this as a limitless opportunity to develop and apply innovative strategies and tactics to ensure its continued success.” Over the course of her career, Grypych has held advertising, marketing and communication roles related to development and execution of comprehensive media and marketing strategies for an array of top brands in consumer packaged goods, luxury, cosmetics and high-tech segments.

Lana Grypych

Shunga

Grypych is experienced in leading complex initiatives such as brand development, website launches, and product launches.

Kim Chanel Vallée-Séguin, the daughter of Shunga President Sylvain Séguin, has joined the company as business development director. “Kim will be in charge of product development at first,” Séguin said, noting that Vallée-Séguin will help in the creative process and coordinate all steps of product creation, while learning all aspects of the business gradually.

Kim Chanel VALLÉE-SÉGUIN

Doxy Massager

Vallée-Séguin recently graduated from Concordia University in Montreal with a Bachelor’s degree in Commerce majoring in Marketing. She worked in the business communications department of Pratt & Whitney Canada for a couple of months before

Doxy has appointed Leigh Dedhar as its first Sales Director. The creation and appointment of a sales director role signifies a change in direction for the 5 year old company. Will Garland, Doxy’s co-founder, told us; “The last 5 years of launching the company, growing sales and creating new products has been exciting, challenging and rewarding. To keep growing the company and creating products people love we needed to build the Doxy team. Leigh has a great reputation in the industry and has the kind of drive and insight that we were looking for to help grow sales and build the company.”

Leigh DEDHAR

Leigh began his career in the adult industry in 2011 and has worked for Standard Innovations

“The timing is great,” PinkCherry CEO Daniel Freedman said. “Already being the go-to destination for buying sex toys and lingerie online, PinkCherry has now bolstered its marketing function by adding the strategic marketing leadership talent. Together with recent transition to best-in-class tools such as Bronto and Shopify, these are the steps that take our business to the next level.” The company says it is laser-focused on strengthening its market leadership position in Canada, U.S. market growth, and North America-wide brand awareness. PinkCherry is the leading Canada-based e-commerce retail and wholesale distributor of adult novelty products and lingerie. www.pinkcherry.com

finishing her studies. She steps up in the family business to learn and start, hopefully, a long career in the industry, the company says. “Kim will be with me on various customers master classes to learn the different aspects of the business as well” says Manon Vallée, vice president and also mother of Kim. “This is a great opportunity for me to gain hands-on experience in all spheres of the business world,” Vallée-Séguin said. “I see this as an exciting new challenge and I look forward to bringing a breath of fresh air into the company.” www.shunga.com

and Mystim. Leigh commented; “Although everyone says that they’re thrilled to move to a new role, it really is true of my move to Doxy. I had a brilliant time working with Mystim and I’d like to say a sincere thank you to Christoph, Jessica and the team at Mystim for their support. While I’m sad to leave such a great team, the opportunity that goes with the newly created role at Doxy was too good to pass up. I’m looking forward to getting stuck in and helping the company achieve even greater success.” Leigh began his new role at the start of September and can be contacted on leigh@ doxymassager.com. www.doxymassager.com

Focus

Established: 2011

Staff: 4

Founder/Managing Director: Simon Mawson / Monique Turmine

Head Office & Store: Glen Osmond, South Australia www.adultblisserotica.com.au

A Synergy interview with Founder/ Managing Director Simon Mawson When and how did you first start your involvement in adult retail? My Mum (Jayne) and her partner (Mick) bought an adult store in Darlington SA back in 2010. Mum was in the lingerie business previously and Mick had always had an interest in adult retail, so when the opportunity came up they were quick to jump on board. After expanding to three stores (Darlington, Glen Osmond & Mooloolaba QLD) they eventually settled on the Glen Osmond location. Earlier this year my partner Monique and I got the opportunity to purchase the business from Mick and Mum so they could pursue other ventures. Monique has a lot of experience is the retail industry working as a manager and sales 14

associate in shoes and fashion across the country, so she knows a lot about merchandising and stock control, as well as customer engagement and keeping track of sales trends. She turned down a job at an adult store years ago thinking she was too shy and naĂŻve for the industry! My (Simon) experiences mainly lie in the Hospitality Industry where I have had a successful career as a qualified chef. Between hospitality jobs and in my down time I would often come down to the shop to help out mum and her staff and found that I really enjoyed the work, and eventually decided to start working here full time when the opportunity came along. We are so stoked to be able to keep Adult Bliss as a family run business, and we hope we make Mick and Jayne proud.

Opening hours? Our store is open from 11am â&#x20AC;&#x201C; midnight 7 days a week and often open to 1am Friday and

Saturday nights. As we are fairly new to being business owners we are generally here 5 -6 days a week ourselves. At the moment we are taking any opportunity to gain inspiration and grow on our brand and build our offerings, so we want to be in store as much as possible.

What do you love most about your adult retail business? Whatâ&#x20AC;&#x2122;s not to love! Probably the best thing about working in this industry is the ability to help people, customers come into our store for all sorts of needs and underlying reasons, sometimes looking to rediscover themselves after a loss or break up, sometimes they have been referred by a health professional, and we know for a lot of people the idea of coming into this sort of store is quite daunting. We take our sex positive attitude and do our best to make our customers feel welcome, comfortable but most importantly empowered in their

decision to open their minds and broaden their horizons for their sexual needs. The best part of this industry is watching customers like that leave with a feeling of personal confidence and strength they may not have had when they entered!

What are some of the best things your business has done? As we are new to owning the store this question is a hard one to answer, I would say that we are mostly proud of creating an environment free from judgment and full of up to date knowledge. Our doors are open to people from all walks of life and we consider ourselves to be a safe space for both customers and anyone working in the industry as well. We have a lot of plans to build on this ideal including using our upstairs space for safe sex workshops, body positive photo shoots and introduction classes for people interested in learning more about sexual health, body health, and even mental health. To kick this off we have recently been in contact

with some sexologists and sex life bloggers in our local area to help us provide information to our customers and community. This is all still a work in progress but watch this space!

What are a few of the key variables in order of importance to ensure the best chance of success in adult retail? We believe the most important ethos for success in adult retail is respect! Respect your customers, respect the community, respect others in the industry. Encouraging positivity and education and making sure that the advice and products that you sell are right for your customers. Profit never comes before customer satisfaction, because satisfaction in our industry has many different faces, which makes it so important to listen to what your customer actually wants.

What makes a great store? That’s a tough one, we’ll try to keep this answer simple: Understanding your customers needs! It’s so important in any industry to really engage with your customers to be able to provide what they’re after! If you have a café in the CBD and don’t serve coffee or quick preprepared lunch options, then you’re not going to do very well! It’s the same principle in adult retail, you need to read your customers, take note of what they want, and do what you can to make sure they get the advice and products that match their needs. For example, here in Glen Osmond we’re located on the outskirts of the eastern city suburbs and right at the bottom of the freeway to the Adelaide hills and rural Murray Lands; so we offer over the phone orders and shipping to customers in the more rural areas to the east, this means that they don’t have to make the long trip to the city but still have the advantages of

a city located store with a large range of products.

What can you tell us about your store design and layout? In total we have 200 square meters of floor space across two levels, with front and rear entry to the store (and yes, know how that sounds!). Most of our products are currently downstairs, with the floor space here separated into 3 distinct rooms: The toy room, the fetish room and the lube and lingerie room which is where you’ll find the counter. Upstairs is currently a work in progress, used mostly for storage and office space with a small selection of products on display. The layout now isn’t completely by choice, downstairs was set up this way due to the structure of the building but functions well as a segregated space. Upstairs has a lot of potential for change and we’re excited to make it a more useable space in the future.

How often would your business change a store layout or re-merchandise? All the time! Its important to move items around the store to highlight different product ranges and keep the displays fresh as product lines sell down. We have several large led lit glass cabinets in our toy room and often change what we display in these cabinets to highlight new and interesting products, or products that we think might be going under our customers radar when they visit.

Does your business target a specific customer demographic? Our customer base is probably more focused geographically than by demographics like age or gender or relationship status. Mostly we focus on servicing customers that don’t have ease of access to a wellstocked adult store due to their location, outside of Adelaide there aren’t a lot of stores in 15

Focus the smaller country towns and distance is also a factor. We are fortunate enough to be located on a main road near a very busy intersection, so luckily store awareness isn’t something we struggle with. Moving forward we plan to focus on marketing to customers and communities that might be considered a little more niche that maybe don’t know that we stock products that would interest them.

What proportion of your sales is repeat business vs new? We have a very high repeat customer rate, we find people are shocked to find a store like ours that is well lit, clean and nicely presented so they tend to keep coming back! We do however often have people who have never been in an adult shop coming in saying that we were recommended by a friend, which is such a great thing to hear!

Staff training? We often have our sales reps come in whenever they get a chance to train and update our staff on their product knowledge. We are very fortunate to have a staff member Aishah, who has been working for Adult Bliss for nearly 7 years. Aishah does a great job of keeping herself, our staff and our customers up-todate on all the latest trends and product safety and knowledge.

If we look at your adult retail business 5 years ago versus now, what changes did you see and how have you responded to them? Stores have been evolving for quite some time, the traditional seedy adult bookstores are fading into the background and adult retail standards are now on par with any other retailer selling everyday products. Probably the biggest change in our industry though has happened at a political and a social level, people are finally starting to open up to the idea that sex and by extension sexual aids and accessories 16

are about more than just quick jollies, long term happiness and sexual health are at the front of people’s minds. Conversation is the single most powerful tool we have to make change and I think the conversation has begun. We are seeing more and more people coming in that have never been in an adult store before (which is great!) but they come in with fascination and excitement rather than the awkwardness and even fear that we used to see. People feel more comfortable expressing their needs and interests because the conversation has started on our TV’s, in our media and with our friends and family, so it’s not as taboo as it once was. I guess we have responded to this the only way we can… by listening and contributing to the conversation. As far as products are concerned we have seen a much higher push for quality and functionality, people are way more educated with this stuff than they used to be, so we have been increasing our high-end product ranges over time but also trying our best to find quality, safe and well-made products in the lower pricing brackets so that there is something for everyone.

What categories of product do you carry? Our categories are divided by use, we have vaginal vibrators & bullets, static dongs & strapons, anal & prostate stimulators, strokers & penis pumps, cock rings & sleeves which is about 50% of our store. We carry a vast range of Lubricants with as many options as we can fit on a single wall. We have a small lingerie and men’s wear section with a focus on hard to find sizes which is about 20-25% of our floor space (we are planning to expand on our clothing and wearables soon), and finally our fetish room is split up into leather gear, medical play and restraint kits taking up about 25% of our floor space.

What are some of your bestselling brands? Our best-selling brands would have to include System Jo Lubricants and body products, We-vibe, IMtoy, Palm power and Body Wand, Doc Johnson strokers, and King Cock dongs. We sell a lot of the NS Novelties range as well, they do some really great products that are well made and well packaged with a very reasonable price tag.

What makes a great brand? A great brand stands by their product no matter what! They put the user first and focus on quality, health and safety. Take System JO for example not only do they try to use the best quality ingredients in their lubricants, but they do it with a customer focus, and they have a customer satisfaction guarantee! Again, it comes down to listening to your audience, people want to know that the products they are using are safe and are going to last!

What would be your sales mix of premium higher priced branded items vs other items. 60 – 40% with the higher end stuff selling better, again consumers are more educated than they used to be, and they know the brands like We-Vibe, The Rabbit Co, Womanizer,

Bathmate, and Fun Factory stand by their well-made products, and this industry in one of the few where you can really say you get what you pay for.

How important is new product in a store? New products are great! Our floor space is limited though so we have to carefully consider whether we can afford to clear the way for new lines because it usually means losing a different product range. This can be a great motivator to move on older stock, but we do try to avoid bringing in new products just because they’re new, especially if there aren’t any obvious improvements on quality or function. But if something is exciting and innovative it will always have a place in our store! Take the Womanizer and Satisfyers for example, that was a no brainer when they came out! IMtoy with their cute rose gold and soft pink design and app compatibility are so on trend from a fashion perspective, but the quality is there too. It’s also nice to have ranges that cater to different demographics (such as the leather community, medical play enthusiasts etc) if we know that there is a market for it, and in general new things keep it exciting for our regular customers too.

What trends has your business observed in adult pleasure products? A big trend has been leaning towards unique styles, improved functionality and app compatibility. Gone are they days of the jelly see through C celled vibes, now rechargeable is big, remote access is big and app compatibility is

big, but a toy still needs to look and feel good. I often think that pleasure objects are becoming a fashion industry of their own, like a hand bag or a nice pair of shoes, these “new gen” vibes are the kind of thing you can show your friends. Which again helps to keep that conversation I spoke of earlier going.

Focus How does your business keep informed about adult pleasure products? We find that our suppliers and reps are onto it and often come to us with new products, so half the work is done for us there. But we do a lot of our own research and tend to keep our ears and eyes out on social media, following bloggers and manufacturers to see what’s out and how it’s being received. Of course, publications like Synergy are always helpful too.

What have been some of the best -selling items of all time for your business? First thing that comes to mind is We-Vibe, it’s consistent and to be honest it sometimes hard to keep up with demand. But Anal Fantasy and NS Colour Dongs have always been great sellers along with Tenga Eggs and Soft Cups.

What variables can ‘make’ or ‘break’ a product in a store? The ability for customers to touch and feel stuff is a big help, we notice that products that have display models or even display windows in the packaging sell way better than those without. Even simple

product placement, being somewhere eye catching and well displayed. As far as our decision to stock something regularly it’s all based on reliability, if we need to deal with returns or factory faults too often we just stop carrying the stock, we like customers coming back to our store, but not because something keeps breaking.

What promotional activity do you engage in? In-store we stick with the tried and true tactics to promote products, sales and info, verbal communication direct to the customer, signage in the right spots, and we’ve got a bright LED display on our shop front. External promotion is tough in this industry, we have a semiaggressive social media strategy that is very labor intensive due to Facebook and Instagram not allowing us to promote or boost posts. Google adwords is a great tool as well, so we do all our online marketing ourselves. Our focus moving forward is to build brand awareness and loyalty with our customers, we have a new loyalty system similar to many other retail outlets which is something customers have gotten on board

with because it’s a system they already recognize and it helps us advertise our events and sales to customers with a genuine interest. We are also starting to do a lot of networking within our local industry, and with local groups and communities, and we’re hoping to one day even include other stores who are open to cross-promotion. Getting involved with local events and festivals is a great as well, we attended the recent SEXPO in Adelaide just as punters and it was so great meeting suppliers and reps face to face to chat about the future.

How do you view the trend toward online shopping and the changing role of the physical store? Online shopping is a great way for people to have access to everything they need, especially people who might not have access to a store or certain products locally. We believe though that there is a personal touch this industry needs that can’t be offered online, many customers have questions that are surprisingly easier to ask face to face, and of course actually seeing and touching products in store is always preferable.

Something good about online shopping though is it keep bricks and mortar retailers honest with their prices, people often look online but spend their money in store, so they already know how much things are worth when they come in.

What advice could you give someone intending to start in adult retail today? Be open minded and accepting, shake off the preconditions that life has taught you and try everything (or as much as you’re comfortable with) at least once. Be prepared for some discrimination and seek out the industry Union for help accessing things you’ll need to start your business, EROS has been such a help to us. Get involved with your local community, you’re not just a shop owner! You’re an ambassador for our industry and for sexually minded people everywhere. Like any business you will have your ups and downs, be flexible and reactive where you have to be and be proactive as much as possible. Engage with your customers, learn their needs and wants and stay on top of what works for your store.

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SEXPO Adelaide, held at the Adelaide Convention Centre, is the worldâ&#x20AC;&#x2122;s longestrunning adult exhibition and provides a fun, vibrant and safe environment for open-minded adults.Â 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

Established: 2001

CEO: Lucy Litwack

Head Office: London, UK

Staff: 14

Store: 23 Monmouth Street, London WC2H 9DD

www.coco-de-mer.com In a few years you’ve helped turn Coco de Mer from a struggling boutique into a successful international brand. How did you achieve this impressive turnaround? I am so passionate about Coco de Mer. The brand has always punched above its weight, but I still believe it is yet to realise its full potential. It has been considered a niche brand in the past but it has the potential to be so much more - a true, global luxury brand. This is why I decided to complete a MBO last year. After 3 years at the helm and an entire career in the lingerie industry, I knew that Coco de Mer was the brand I wanted to own and grow.

“Erotic lifestyle” business Coco de Mer was the brainchild of Sam Roddick, daughter of Body Shop founder Anita Roddick. Despite sales increases year on year, Coco de Mer continued to lose money. Ten years later the store was taken over by Lovehoney, which bought the company in 2011.

With the backing of unnamed international investors, in 2017 Lucy Litwack the thenMD of Coco De Mer, led an alleged £5m buyout of the store from Lovehoney. Following an entire career spent in the lingerie industry, Litwack – a former director of luxe lingerie brand La Perla – continues to run Coco de Mer from its base in London’s fashionable Covent Garden.

A Synergy Magazine interview with Coco de Mer CEO, Lucy Litwack

Luxury is taking on a new definition today. It is no longer just about owning a designer product - instead it is about individual, exceptional experiences, and an emotional connection. These experiences need to be authentic, unique and immersive. At Coco de Mer, we don’t just offer products. We offer experiences and education in order for men and women to make discoveries, explore their desires and embrace the complexity of pleasure in an environment that is welcoming, empowering and indulgent. A strong, passionate team; exciting collaborations and an equal dedication to creativity and commerciality have helped us to develop the business.

You’ve chosen some pretty big names to work with Coco de Mer. How did you decide on Pamela Anderson as International Brand Ambassador? Our relationship with Pamela occurred very organically. Pamela was visiting London and staying in the hotel across from our boutique in Covent Garden, and started coming in every day to buy our products. She expressed how much she loved the brand and we discovered that we shared very similar philosophies around female empowerment and the importance of female pleasure. It was a natural progression to find ways to work together.

Did engaging fashion photographer Rankin to make an x-rated Coco de Mer ad campaign back in 2015 (named X) translate into actual sales, or was it more about creating an on-brand message to raise the profile of Coco de Mer? The X Film turned into a longterm collaboration with Rankin that thrills existing customers and attracts new ones. His work characteristically probes and questions social norms and ideas of beauty, and he continuously lends his visual voice to topics that need a beautiful yet translatable megaphone. Our work together delivers a new visual, experiential, and content vocabulary for sensuality and pleasure. The X Film was such an exciting project to work on - we wanted to set a conversation in motion that talks about what is actually inspiring the mind to return to the notions of sexual delight. The core of the campaign was our commitment to creating a more vital, more beautiful erotic landscape through which our audience can explore.

The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies – to reignite that connection. The film drove huge amounts of traffic to our website and worked both to introduce new customers to the brand and to delight existing customers with a reinvigorated approach to the erotic.

As well as the collaborations above, you’ve joined forces with the world famous Victoria & Albert museum in London to make a lingerie line called The V&A Collection by Coco de Mer – for which Rankin also shot a behind-thescenes film. Can you tell us a bit more about the collection? At Coco de Mer, collaborations are a core pillar of our strategy. We are developing partnerships that are greater than the sum of their parts, as a strong driver of creative evolution, business growth, and industry innovation. We have partnered with different individuals and brands over the last few years to excite and delight our customers. A highlight of 2018 is our partnership with the V&A, a coming together of two British heritage luxury brands, embodying the key elements of both entities; luxury, glamour, and opulence. The result is an original and exciting message for customers and fans of the brands. Merging nature with richly dramatic embellishment, this collection celebrates the opulence of ornament from Georgian glass to traditional Korean lacquerware in silk

satins and tulles, allowing you to immerse yourself in the delicate motifs and ornate patterns from the V&A’s rich archives. We delved into the V&A collections and adapted items such as an English glass and gilt scent bottle from about the 1760s into a delicate golden embroidery and took William Morris’ Wreathnet furnishing fabric from 1882 to create a beautiful silk nightwear print.

For the second year running, Coco de Mer joined renowned auction house Sotheby’s in a Valentine Sale named Erotic: Passion & Desire. The 2018 live auction featured erotic pieces by artists such as Klimt and Picasso. On a smaller scale Coco de Mer also sells antique erotic artwork in its store? It was such an honour to collaborate with Sotheby’s. The knowledge and history within their walls is inspiring and they are the nicest people to work with. The theme of Erotic: Passion and Desire seemed custom made for us. It’s everything we work, design and create for, so we simply had to get involved.

We are currently collaborating with Neil Pearson Rare Books to bring an incredible collection of erotic books and drawings exclusively to the Coco de Mer boutique. Neil’s expertise in this field has enabled us to offer a truly fascinating collection of rare and interesting works to the Coco de Mer customer. This collection of Erotica is drawn from a time when the public display and sale of such material was forbidden, is all the more arousing for having been taboo, and gives an intriguing insight into the struggle between the libido and the law over the last two centuries. The Coco de Mer lingerie is now available in prestigious UK department stores Harrods, Selfridges and high-end, online go-to Net-À-Porter. com. However, these stores don’t all offer the same stock. Furthermore, Coco de Mer lingerie can also be bought through online retailer ASOS, which offers younger clients a taste of the aspirational underwear at a marginally lower price-point.

Focus Any favourite Coco de Mer V&A lingerie pieces? I think my favourite from the V&A range is Golden Heron - I just love the gold embroidery it’s so beautiful and so unusual and is the perfect example of the collaboration. Taking an 18th Century glass perfume bottle and turning the etching on the front into a bespoke embroidery in glittering gold. The gold embroidery against the midnight blue silk is just dreamy!

How do you decide which lingerie pieces to sell in which store? And has the profile of Coco de Mer changed at all since working with these external retail channels? Coco de Mer is a luxury lingerie and erotica fashion house. We offer a curated selection of products, education and guidance, through our store in Covent Garden and through our global website, for a decadent and individualised erotic experience. Until 2016, we sold purely through our own channels. In AW16 we launched a wholesale business and now have 32 stockists (12 in UK and 20 internationally) including Selfridges, Harrods, Net-a-Porter.com and Matchesfashion.com. We work with each individual buyer to choose the lingerie that is right for their customer.

We have a diffusion range called Reign by Coco de Mer which is available at stockists including ASOS and Very.co.uk and this offers some of the Coco de Mer magic to a younger, aspirational customer.

Which is Coco de Mer’s biggest market outside the UK, and what kind of products sell best in that region? Our biggest market outside of the UK is the USA. We have just launched our lingerie collection through independent boutiques and websites over there and the reaction has been so positive.

In terms of adult toys and accessories, how is the Coco de Mer Pleasure Collection selling through the store website and through Lovehoney? Have you any plans for extending the range, or for releasing a new Coco de Mer collection in future? This collection continues to perform really well for us. The Pleasure Collection is a range of indulgent products which have been carefully crafted to let you explore your erotic imagination. We really wanted to redefine pleasure with the beautiful packaging and products that look as good as they perform. These truly are luxury products.

We are always in discussions about adding new products to the collection, but we also want to ensure that the collection remains premium and exclusive.

You have another collection with Playboy coming up in SS19. How did this collaboration come about? Coco de Mer is a very female focused brand. Our entire ethos is based around female pleasure and female empowerment and we only work with partners who we believe shared our passions and vision. Playboy has always stood for personal freedom — from civil liberties to self expression to sexual freedom — for all people. And although the world has changed a lot since Playboy came on the scene in 1953, many of these freedoms are as threatened by today’s political environment as they were when the journey began. Playboy is iconic - and the brand conjures up ideas of glamour, fun and freedom. Hugh Hefner's quote: "Life is too short to be living someone else's dream" is so appropriate to women today. It has been an exciting adventure to collaborate with the iconic Playboy brand. We have

developed such a playful and feminine collection together which perfectly encompasses the empowering images and silhouettes from Playboy’s golden age with Coco de Mer’s signature erotic styles. We’ve created must-have pieces with a flirtatious yet sophisticated and luxurious feel. This is a collaboration to inspire and empower.

When and how did you first start your involvement in adult retail? What background or previous experience do you have which benefits your current activity? What do you love most about your adult retail business? I have over 18 years experience in the lingerie and luxury retail world managing the brand strategy, creative design, merchandising and development of a multitude of luxury and commercial brands. Prior to the MBO which I completed in 2017, I was Coco de Mer’s Managing Director for 3 years. Before joining Coco de Mer in 2014, I held director positions at brands including La Perla, Bendon and Victoria’s Secret in addition to developing and launching David Beckham’s Bodywear line.

I believe in the empowerment of women, and the healthy self-confidence that comes with pleasure seeking and a more progressive viewpoint. The lingerie industry has evolved from a functional service to a fun, fashionable expression for women. Owning and growing Coco de Mer allows me to influence and support dreams, sensuality, and satisfaction.

What are your store trading hours/days and how many days or hours a week do you work in your business? Monday - Saturday 11am-7pm, Sunday 12pm-6pm I work 24/7! I am so passionate about Coco de Mer and this industry that I am always working to grow and develop the business. I love it all - from working on the shop floor and meeting our customers face to face, to discovering new brands

to add to our curated edit and developing our own lingerie collections each season.

What are some of the best things your business has done? Our partnerships are core to how we bring excitement and delight to our customers time and time again. Whether it is our capsule collections with Pamela Anderson and The V&A Museum, our work with Sothebyâ&#x20AC;&#x2122;s on their wildly successful Erotic Art Auction, or our very exciting upcoming work with Playboy, we believe that so many things are better, and more powerful done together. We have always been a very British brand, and that heritage is important to us. However, so is spreading the message of female pleasure and female empowerment to more people. Our strategy is to grow the

business internationally at the luxury end of the market where Coco de Mer is already well positioned and has a very strong customer base. We can see from our website sales that customers from USA, Europe and Australia love our brand and we are always being asked when we will open stores internationally - which I would love to do one day! I look forward to continuing to collaborate with new partners in the worlds of art, design, and fashion, and to telling great stories and creating breathtaking experiences.

What makes a great store? At Coco de Mer, we donâ&#x20AC;&#x2122;t just offer products. We offer experiences and education in order for men and women to make discoveries, explore their desires and embrace the complexity of pleasure in an environment that is welcoming, empowering and indulgent.

Does your business target a specific customer demographic? How would you define your customer base? All of our customers appreciate luxury and beauty. Different customers come to us for different reasons. We have connoisseurs of this world who come to us because they respect our knowledge and assistance. We have luxury shoppers who want perhaps to dip their toe in a more erotic world and feel comfortable shopping with us because of the luxurious and welcoming environment. We also have lingerie lovers who come to us purely for our curated edit of luxurious and special lingerie and nightwear. Our customer base is equally split between men and women and the age range could be anything from 18-80!

Focus How do you train your staff? We train all our staff in house to be welcoming, friendly, knowledgeable, non-judgmental and dedicated to finding the right product for the right person; offering an environment that feels safe, comfortable and special.

What do staff most love about their jobs at your business? All our staff are so passionate about the brand - they love Coco de Mer and they want to help our customers make their own discoveries, explore their deepest desires and embrace the complexity of sexual pleasure. Female empowerment and pleasure is at the core of our brand.

If we look at erotic retail businesses 5 years ago versus now, what changes did you see and how have you responded to them? The industry has definitely evolved into a much more fashion-focused area. Lots of smaller, new brands have launched and since the launch of the Fifty Shades of Grey franchise, there has definitely been a greater interest in the more erotic side of the market from new, more mainstream customers. We have seen luxury shoppers want to dip their toe in the water of this world and at Coco de Mer we have ensured that our boutique is a safe, special, luxurious and empowering place to shop.

What categories of product do you carry? We offer a curated selection of products, education and guidance, including luxury lingerie, designer sex toys, exquisite bondage, fashion latexwear, sensual body products, delightful gifts and books, and immersive live experiences.

What are some of your best selling brands? Our own brand Coco de Mer is always our best selling brand

within all categories. Other popular brands include Paul Seville and Fleet Ilya in bondage, Julian Snelling in toys and Bordelle and Dita von Teese in lingerie.

What makes a great brand? Coco de Mer has been at the leading edge of erotica for a very long time. Building a luxury brand around personal experience has allowed us to craft and control any new developments to ensure that our customers' experiences are always personalised and special.

How important is new product in a store? Very important. Our boutique customer craves newness and always wants to know when we have new product coming in.

What trends has your business observed in adult pleasure products? Innovation in technology and virtual reality will have a fundamental impact on this industry. There is no doubt that the sense of touch, companionship, and intimacy are crucial in developing a happy life, so technology and eroticism have the potential and the promise to tie much more closely together. We are seeing this happening already. Whether it’s couples using smart sex toys that are designed beautifully and enable more ways of exploring pleasure together, sex dolls that are becoming increasingly more active and sophisticated, or sexspecific apps (think Tinder but much more advanced) which will allow you to meet the partner of your dreams - with all the same sexual tastes as you.

How do you create awareness for your store? The Coco de Mer boutique in London has become a destination. We have people from all over the world coming to visit. At the same time, you

always need to be inspiring and surprising your customers. We look forward to continuing to collaborate with new partners in the worlds of art, design, and fashion, and to telling great stories and creating breathtaking experiences.

How do you view the trend toward online shopping and the changing role of the physical shops? Even though the retail world is developing and progressing further online, for our business the physical boutique is paramount and I believe that physical stores, particularly in the luxury sector, will continue to be important. Our customers love the personal service, the opportunity to touch and feel the products and the immersive experience.

What have been some of the best selling items of all time for your business? Our Icons lingerie collection embraces eroticism, elegance, playfulness and grace. Each timeless piece is luxurious, empowering and enticing, inspiring you to explore the limits of your erotic imagination. A collection of iconic Coco de Mer styles which have been embraced by our customers through the years. Recently Pamela Anderson was announced as our first ‘Icon, In Our Icons’.

What advice would you give someone intending to start in adult retail today? Opportunities rarely come with a set of instructions. Take risks from time to time or you’ll never achieve anything. It’s a great industry - enjoy it!

Focus

Hitting the Market HARD & FAST With another large round of exciting new product releases announced, Synergy spoke with Satisfyer VP of Sales, Jerome Bensimon.

In a relative short period of time Satisfyer has become a strong, globally selling, pleasure product brand. What do you view as the keys to your success? Satisfyer has always had a strong vision in sexual wellness manufacturing. We cannot emphasize the Sexual Wellness component of our endeavours enough. We want to bring the consumer added value, great design and the best price point. Consumers want a product that will really work for them and they want a great design at an affordable price. We think that Sexual Wellness is not a luxury, it should be affordable. Retailers are even thanking us for supplying items that their customers can afford. Consumers attribute value to a price and with Satisfyer, we want consumers to feel comfortable purchasing our items at a price they consider value for money, and we want to reach a large audience of consumers not just a particular segment. Having said that, we target Men, Women, Couples and Singles. We started

with our Satisfyer Brand and now have Satisfyer Men and more to follow. Affordability is not only for the consumer but also for our retail partners in terms of the retail margins and level of support we offer. We have also given away a huge amount of our product for free, as testers to our distribution and retail partners. So far it has been over 50,000 units and we do this as we believe it is the best way for our partners to sell our product if they can experience it themselves. We will continue to do this as it has been a considerable investment on our behalf, but it has had a very good return on investment. So, considering we started in April 2016, which is very young for a company, I think we could say we had the right product at the right price and the right place.

What can you tell us about pending new release items? We are releasing thirty new products this year alone. You have already seen Satisfyer Men which we are now following with Satisfyer Men Vibration and Satisfyer Men Heat Vibration. These two new items for men, they will be a huge hit, we know it. We have Satisfyer Partner Multifun 1 and Multifun 2, these are solo or couplesâ&#x20AC;&#x2122; toys with at least eleven different ways to use and then we have the Satisfyer Vibes range, this is seven different and affordable amazing vibrators. In addition, we do have three different lubricants for men and women, and renewing powder and toy cleaner. These lubricants offer great value in the larger 473ml size. These are made it the USA and FDA approved. We have many more items lined up, which we will be showing at eroFame in Germany and later in the year so stay tuned.

What market support are you engaged in and have planned? We apart from already over 50,000 free testers, which we are continuing, we provide a lot of free displays for all our products, these can either hang on the wall and hold our testers or they can also function as counter top displays. For Satisfyer Men, we provide thousands of free life size selfstanding cardboard displays of our Brand Ambassador Rocco Siffredi. We are continuing our aggressive media print campaign in trade and consumer magazines around the world such as Elle and Cosmopolitan and many others. Here we invest massively in order to generate traffic for stores because we reach millions of readers with attractive products at a price the reader considers justifiable to pay. And of course, we have a huge online and social media campaign. We employ a top German advertising agency with clients such as Audi, Mercedes Benz etc, to create our campaigns to ensure we remain current and cutting edge. www.satisfyer.com

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www.satisfyer.com www.satisfyer.com â&#x2039;&#x2026; Distributor prices upon request. Your contact: info@satisfyer.com PATENT PENDING (P 3 228 297 A1, US 2017/0281457 A1, CA 2 943 097 A1, WO 2017/174607 A1, AU 2016208327 A1, JP 2017-185220 A, MX 2016015501 A, CN 107280939 A, BR 10 2016 023617 7 A2), REGISTERED GERMAN UTILITY MODEL (DE 20 2016 008 435 U1)

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www.satisfyer.com â&#x2039;&#x2026; Distributor prices upon request. Your contact: info@satisfyer.com PATENT PENDING (P 3 228 297 A1, US 2017/0281457 A1, CA 2 943 097 A1, WO 2017/174607 A1, AU 2016208327 A1, JP 2017-185220 A, MX 2016015501 A, CN 107280939 A, BR 10 2016 023617 7 A2), REGISTERED GERMAN UTILITY MODEL (DE 20 2016 008 435 U1)

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FINE ELEGANCE.

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Anme

The premier trade event for adult pleasure products, the Adult Novelty Manufacturers Expo (ANME) took place again at the Marriott Burbank in July 2018.

JULY â&#x20AC;˘ 2018

With hundreds of North American based manufacturers, the trade show has become so successful that an additional external pavilion has been added to cater for the extra exhibitor booths required. Buyers and Retailers from around the globe attended to view the latest and greatest current, new release and trending adult product.

Â© Copyright Farley Magadia

Anme

Â© Copyright Farley Magadia

Focus

Founder & Owner: Stephen Lane “OX” Retail www.oxballs.com

Dir of Sales & Operations: Ryan Fraga

Wholesale www.oxballswholesale.com

Founding Year: 2008 City: Los Angeles Staff Count : 35

How and when did the company start? Owner Stephen Lane, AKA “OX”, in a previous career in men’s apparel, used to fly a lot of international flights. It was boring, and he spent time writing porn stories for adult magazines. He wanted to get out of New York City and move to LA and had come out to help deliver some magazines to 60

stores for one of the publications he wrote for. He’d always been curious about all types of design, and when visiting adult retailers, he noticed that men’s products were not as creative or plentiful as women’s toys. He immediately went back to New York, started sketching and learned how to make molds. After a few tests in his NYC loft,

he decided to commit and moved to Silverlake to start making the first Oxballs products. This was just over ten years ago.

Vision? Ox’s goal with any product he’s ever designed has always been to get a consumer to pick up the product off the shelf and immediately say, “I want this,

I want to put this on, I want to know what this feels like…I want to use this.” For Oxballs, there is no such thing as a basic design. Even the simplest items we’ve ever created were made to be better - to have some kind of design element that made them function and feel more interesting than what people expect.

How and to which countries are you selling? We’ve truly become a global business, operating and selling anywhere from Asia, all over the EU, South America, North America, Africa, and even the Middle East in Israel. Oxballs wholesale arm started with direct retailers. In the beginning, Oxballs was really just aiming at being a consumer business, but soon buyers came and sent orders driving us to begin wholesaling our products. Later came our distribution footprint. Our distributors have really given us new reach with retailers and broader markets. We’ve never let go of our direct business with those customers who first bought our products and helped build our business in the very beginning. We also like to work directly with retailers helping them make smart choices to create impactful offerings with our products, regardless of where they’re sourcing our products from whether through distribution or us directly. We feel it’s our job to be of service to any business who is selling Oxballs, this doesn’t stop just because someone buys through one of our distributors.

In terms of growth, where do you see yourselves now? We started off creating products for the leather hardcore gay customer. We quickly had to morph our understanding of ourselves and our customer as we’ve come to realize that all

men- gay, straight and anyone in between were using our products. All types of men wanted to use our snarky unusual designs, and we’ve grown our thinking along with this. Something has certainly changed with straight men and toys - ten years ago our straight friends would all refer to cockrings as gay products. Over the last decade, all types of men have really embraced toys and have become more open about using them.

How do you reach your customers and keep them informed about what’s going on with Oxballs? Form the beginning, we always had a sort of cult-following from the consumer. Our core customer fetishized Oxballs right away. We certainly continue to use this following to promote new ideas and designs to our core audience, we’re really able to create excitement and awareness of our products and new designs. For trade and wholesale, we travel and attend many events and trade shows globally, our goal is to make sure we spend time in any marketplace regularly.

What percentage of your product do you think is sold online vs in-store? Our Australian distributors would be better at answering this question than we are. Online has certainly become a strong and crucial part of

our reach, as is the case for any brand-focused consumer product. We don’t see brick and mortar declining however, we just see an increase of our presence online including more and more brick and mortar stores creating online spaces for their customers. Because we offer so many unusual fetishbased products, customers often want to feel, hold and touch things when they’re making a purchase. Also, on a lot of our product we offer many sizes, which is why our customers love the fit.

What can you tell us about working with retailers? Staying connected with retailers is so important to our team. Along with promoting the brand to the consumer and creating excitement, we feel it is our job to provide guidance on how a business can thrive with our products and make the right buying and merchandising choices to match their business and clientele. It’s also very important to us to provide training to teach retailers how our more elaborate or fetish based products work. The feedback we get from retailers about what people do and do not like is also very important to us - it drives our design team moving forward. Retailers are an incredible resource; they know what customers like or want, or what isn’t being offered that is needed.

What can you tell us about working with distributors? Our distribution network is crucial to our success in that they can provide faster service and shipping for access to our goods regularly. It allows retailers to keep less stock, buy more often, and try new things with minimal risk. Distributors in turn don’t have to stock as much as our fillrate in the past 12 months was literally 100%.

Focus What are some of your best selling items? Certainly our COCKSLING and COCKSHEATH styles, this includes our original COCKSLING-2, TRI-SPORT, 360, and UNIT-X designs in our cocksling offering, and MUSCLE, SACKJACK, and DADDY in our sheath styles. I would have to mention SQUEEZE ballstretcher and AIR cocking as well.

How has the global market in terms of distribution and retail evolved? Going back to our evolution over the past decade, we built a bit opposite than other manufacturers or brands; starting with a consumeronly business, then selling to retailers, and only the past 5 years opening up a distribution network. We’re still very product and design focused, but we now have a strong

and experienced team which supports and guides our strategy for every layer of our business, from consumer to distribution.

Are there any country specific trends globally or are some countries more receptive to certain product categories over others? Certainly, I think the biggest trends in this are that in some areas of the world we have become very successful in straight and mainstream boutique retail shops, whereas in others, we are still seen as mainly attracting gay male customers. We’re doing our best to help our retailers understand that men of all types want our products. Men in general want snarky exciting designs that fit and feel good, men with many interests buy our products because of this.

What can you tell us about the manufacturing process? What’s most unique about Oxballs is we’re so focused on design and creating original product. We don’t go to a factory and purchase already made molds and repackage them under Oxballs - everything we make is original, everything we make is designed to fit our customer. We don’t just hand a sketch to a factory who interprets the product, we work out the specs of a design by working and reworking a design in our studio, building it with a hand-made mold in house, trying and using it, reworking proportions and materials, until it’s exactly what we want it to be. Once we’re through this process, we give our factories an already finished piece that is exactly what we want. I’m sure we’re probably a bit difficult to deal with for our factories,

but we treat the product we manufacture in-house the same way. I think most retailers don’t realize that our domestic silicone range is entirely handpoured using Platinum-Cure silicone from start to finish in Los Angeles. It is a very long and messy process, but there is nothing like the feel of our handmade Pure-Platinum silicone pieces.

Tell us about your staff resources We’re a staff of 35 full-time. There is so much we actually do as a business; manufacturing, sales and support, warehousing and dispatch of goods, design and development, buying and procurement…Ten years ago, it was really a one-man show. Ox would make product during the day and sculpted new designs and sketched new ideas at night. Our reach and support needs are so much bigger than they used to be, it required that we grew into a large enough team to handle the work load. Technology has always played a crucial role in our design and development, we had 3D printers and other technology long before it was common in the industry, but our sales team still uses very basic tech to stay connected: email and the phones are still how buyers like to stay connected to new ideas and products. We’re proud to finally be launching a wholesale web platform coming soon!

Where do you see the company now and where would you like it to be in 5 years? We can’t speak too specifically at this time, but our goal going forward is to reach beyond Oxballs to other demographics and customers that want something else, something new, something they haven’t seen before. There are some very exciting things coming in 2019 and the years to come.

OXBALLS AVAILABLE NOW

CEO, COCO DE MER When and how did you get into your current business? I have over 18 year’s experience in the lingerie and luxury retail world managing the brand strategy, creative design, merchandising and development of a multitude of luxury and commercial brands. Before Coco de Mer, I held director positions at brands including La Perla, Bendon and Victoria’s Secret in addition to developing and launching David Beckham’s Bodywear line. In 2014, Lovehoney headhunted me to be the MD for Coco de Mer. In 2017, I completed the MBO and am now owner and CEO of Coco de Mer.

A typical day: I get up early, check my emails, walk my little Maltese Charlie (who comes to the office with me), see my trainer and then head to the office for 9am. I take the lead on all lingerie and product design so I love to sit down with my team of designers and brainstorm new product and design ideas. We have an extraordinary and dedicated team at Coco de Mer, and we are always looking to develop new areas of the business, collaborate with likeminded brands and constantly work to excite and delight our customers. Retail is challenging, and quite rightly, customers demand incredible service and want to feel special and be constantly surprised. More and more, luxury is becoming about experiences and time in addition to products. At Coco de Mer we are in a fortunate position to offer both. 64

I love to visit our London boutique - our retail team are at the centre of the brand and I always want to hear customer feedback.

My favourite meal...

My day will then be filled with meetings – part product based and part focusing on the growth of the business worldwide.

A film director

We’ve worked with some of our suppliers for 15 years (whether they may be a London-based leather bondage studio or an European lingerie factory or a British latex maker) – and recently we have developed some amazing new relationships with additional suppliers. My passion for Coco de Mer keeps me motivated every day and I love the variety of my role.

The most significant influence in my working career was/is...

Spaghetti cacio e pepe

What I wanted to be when I was growing up... What would most people not know about me.. That when I retire I want to open up a luxury dog’s home for stray and abandoned dogs. Animal abuse is beyond my comprehension.

When I’m not working I’d rather be doing.. Walking as much as possible, always a long lunch with friends, family and my Maltese Charlie, time with a great book, and when available, a great film.

What I like best about my job..

Thomas Crown Affair

Our partnerships are core to how we bring excitement and delight to our customers time and time again. Whether it is our capsule collections with Pamela Anderson and The V&A Museum, our work with Sotheby’s on their wildly successful Erotic Art Auction, or our very exciting upcoming work with Playboy, we believe that so many things are better, and more powerful done together. I am so passionate about the brand and I love it all - from working on the shop floor and meeting our customers face to face, to discovering new brands to add to our edit and developing our own lingerie collections each season.

My favourite place...

If I could change one thing..

I have had the great fortune, over the course of my career, of working for, and with, some of the great minds in lingerie. And, I have been and still am surrounded by so many people from whom I learn so much. Talented, passionate people are natural teachers, and I’m thankful to have such a close group of great influences.

Last book I read… Stretchonomics by Nick Pye, The Secret Garden by Nancy Friday

Favourite movie/TV show

Palm Springs. The architecture, the weather, the mountains, the calm...

There would be more hours in the day!

Reviews

Couples Fun

Buck Angel Fun Boy

Mia More

Peter

Filed under Gifts and Pleasure, there are twelve Feranti collections in total, plus a lucky thirteenth solo gift in the form of a luxe red and gold ‘Honey’ Rabbit. Bringing together different items for male or female recipients as well as His and Hers gift packs, Feranti combines some of the best options for fun that the Rocks Off brand offers.

Every so often Perfect Fit launches a new product line so innovative – yet somehow so obvious – that its very originality is groundbreaking. Take the Buck Angel range, made in collaboration with celebrated trans advocate and porn star Buck himself.

Teaz n Pleaz

Perfect Fit Brand

From Mini Mates Fantasy which allow you to slip three different silicone shapes over one shiny 120mm bullet, through the Lick-A-Licious Fun Box with the bright red Rolling Stones inspired lips cock ring and tongue-shaped vibrator, all the way to Boys Will Be Boys with its 8 shaped cock and ball ring and Hand Solo masturbator (powered by the enclosed RO-80mm bullet, of course), you’re bound to see something you fancy. Intentional typos aside, the ‘Couples Fun Teaze and Pleaz’ Feranti set picked from my whoredrobe contained a black RO-80 bullet with two curiouslyshaped toys. First up was the 4US, a black lolly-shaped, stretchy cock ring with a rippled interior surround. The lolly stick part was designed to contain the bullet in a position where both the wearer and their partner could feel the buzz. Second came the red Finger Tingles, shaped like a leaf with a hole in the middle for your finger with – again – the longer leaf stem area set up to receive the bullet. With more of an unthreatening, novelty appearance than that of an intimidating hardcore sex toy, the ‘Couples Fun Teaze and Pleaz’ collection is billed as being ‘ideal for beginners’. Each item is made from body safe silicone and is completely waterproof and fully submersible, perfect for everyday shower or bath treat bliss! The bullet has three constant speeds (low, medium and high) and four pulsing patterns. The battery is included, but lube is such an unsung hero of the sex toy scene it seems a shame not to include a couple of water-based sachets of the slippery stuff in the box, along with an antibacterial wipe or two. Lastly, if the ‘Couples Fun Teaz n Pleaz’ pack isn’t your thing, then the joy of the Feranti range by Rocks Off is that there’s a collection selection for everyone. Enjoy! www.rocks-off.com

Yes, Perfect Fit’s Buck Angel items are designed for the Female To Male trans man by. An. Actual. F.T.M. Trans. Man. This may sound obvious but – for example – many sex toy companies still sell items for women that are conceived and manufactured by men. This is not only embarrassingly arrogant in theory, but in practice also means the end result often misses its mark. We were sent the Buck Angel Fun Boy ‘Soft Hollow Strap-On; Packer; Extender’ in both available sizes (6.5” and 4.5”) and colours (black and transparent). Each Fun Boy was visible in its smart, masculine packaging, sporting a photo of Buck over the front of the box along with his quote, ‘Love Your Body, Love Yourself’ on the top. We loved the style of the Fun Boy harness, emblazoned all around with the Perfect Fit logo like a pair of ‘90s Calvins, and how it made the dong hang loose like a real cock (gorgeous!). It also shaped up nicely against the weight of our jeans. Our previous Packers from other brands have lost their shape, colour and texture over time, but the soft and comfortable, scent and phtalate-free SilaSkin™ of the Fun Boy looked to have greater longevity – and flexibility of use: ingeniously, the Hollow in the balls can be used to hold a bullet vibe, while the shaft can be filled by a well-endowed trans guy (or less girthy cis-man) and used as an Extender, making it ideal for soft ‘pack and play’. We’d love it if Perfect Fit offered extra sleeves to slide inside the Hollow, making it a bespoke size for the wearer – especially if they’re just starting their HRT journey. With integrity comes a loyal clientele, and Perfect Fit have built quite a following in the years they’ve been established. We love their allembracing inventiveness and can’t wait to see what the future will bring: “Amazing is our standard™” indeed! www.perfectfitbrand.com

Tiﬀany and Coco

Satisfyer Pro Traveler

Mia More

It’s tricky naming a product for the adult industry, and Rocks Off have struck gold christening one of their celebrated bullet vibrators. Tiffany conjures up the enduring legacy of a gamine Audrey Hepburn with her timeless elegance and unique femininity. The name also reminds us of the enduring appeal Hepburn’s film imparted to the Tiffany store itself, rendering its jewellery aspirational and thereby utterly seductive.

The Traveler is the smallest suction seducer in the enviably successful Satisfyer Pro range. Presented in distinct halves as a charcoal and cream handset with a separate protective charcoal storage lid, the two Pro Traveler parts meet at their mutual metallic trim with the slick suggestiveness of a juicy oyster.

Rocks-Oﬀ

Satisfyer

Either way, the name Tiffany is an excellent moniker for an intentionally covetable item: in this case the soft-tipped bullet vibrator from the Rocks Off Opulent Pleasures line. This collection embraces the Tiffany and Coco bullets, two very different but equally attractive bullet vibes. With a nod to one of the most popular fashion trends of the last few years, Coco offers a vertically ribbed rose gold exterior, making for eye-catching shadows and shiny pink highlights. Meanwhile, you may not be surprised to learn that Rocks Off have taken the inspiration for Tiffany’s design from the prominent jewelers themselves, the bullet being designed in a silvery aqua sheen with robin’s egg blue trim: very familiar with very classy connotations. The packaging for both Tiffany and Coco is matched to their individual styles, with shiny card marbled in corresponding aqua and rose-gold. The window enables the buyer to see the contents clearly, and for a product such as Tiffany this particular feature couldn’t be better: not only does its name transmit a shrewd and artful message, but its presentation also sends an similar subliminal message – and with effortless success, too. Job done! It helps of course that the items seem to be designed as ‘objets’ as much as sex toys, because if a visitor spotted Coco or Tiffany on a mantelpiece they might easily mistake it for a luxury lighter, lipstick case or even stylish USB key. Affordable yet aspirational, these various products by Rocks Off reveal anything but casual approaches to product placement. Because late nights and early mornings were never so seductive, and besides – we’d all love breakfast at Tiffany’s someday, amiright?!

www.rocks-off.com

If you’re a fan of direct clit-stim you’re in for a treat, as Satisfyer’s Pro Traveler toy is pretty much guaranteed to deliver. It’s so effective you might find it’s stolen an orgasm before you’ve even had time to roll out your waterproof squirting sheet! However, plenty of people don’t feel comfortable being completely out of control, so if stealth orgasms aren’t your thing – or if you simply fancied a more lengthy and indulgent session of self-appreciation – you might feel strangely cheated that your body had given up an orgasm before your head had caught up with it all. If you prefer less pinpoint action and more titillation around (rather than on) your clitoris, then you may find this Satisfyer simply too intense – a not uncommon reaction to such toys. Needless to say, lube is essential for everyone. This erotic, executive-style travel toy has a smaller, harder nozzle than its Satisfyer sisters, so it would be useful to have the option of a padded accessory (of differing sizes) to cushion the clit from the nozzle; firstly for comfort and secondly because the Traveler can be a tad loud when the suction seal to the body is broken. To decide if it suits, perhaps view the Traveler as a mechanical representation of online porn; ideal if you’re into instant rather than delayed gratification, sensuousness, subtlety and foreplay be damned. Of course, this only serves to elevate the Traveler’s status to the ultimate sex toy for the internet generation. With the Traveler taking the erotic industry by storm, the Satisfyer brand doesn’t look like slowing down anytime soon. The Traveler is a must-have sex toy, if only because you’re guaranteed more bang for your buck – and then some! www.satisfyer.com

top 10 best sellers www.astroglide.com

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Astroglide Regular Liquid 148ml, 74ml, 30ml

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6. Pillow Talk Sassy G-Spot

6. Quickshot Vantage

6. Astroglide X Premium Silicone Liquid 74ml

8. Fleshlight Go Surge Pink Lady

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8. The Ultimate Personal Shaver – Women’s

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Happy Rabbit G-Spot Rechargeable Rabbit Vibrator Pink

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AAPD Adelaide, SA, Tel +61 8 8244 5558 www.aapd.com.au

Fun Division Paddington, NSW, Tel +61 416 875 908 www.fundivision.com.au

Sensuous Paradise Point, QLD, Tel +61 7 5577 3590 www.sensuous.com.au

Calvista Melbourne, VIC, Tel 1800 012 221 www.calvista.com.au

LonBrook Melbourne, VIC, Tel +61 7 3 9466 8400 www.lonbrook.com

S(A)X Leather Adelaide, SA, Tel +61 474 835 124 www.saxleather.com.au

Claredale Distributors Melbourne, VIC, Tel +61 3 9818 7736 www.claredale.com.au

M Distribution Mudgeeraba, QLD, Tel +61 7 5522 1950 www.metrointeractive.net.au

Sugar and Sas Melbourne, VIC, Tel +61 417 341 643 www.sugarandsas.com

Fleshlight Australia Ormeo, QLD, Tel +61 7 3493 0171 www.fleshlight.com

Next to Nothing Sydney, NSW, Tel +61 2 8213 0694 www.ntnaust.com.au

Windsor Wholesale Melbourne, VIC, Tel +61 3 9464 3622 www.windsorwholesale.com.au

If you would like your company listed here, please contact us at editorial@synergymag.com.au

EVENT

DATES

VENUE

WEB

Erofame

Oct 3 - 5

Hannover, Germany

www.erorame.eu

Venus

Oct 11 - 14

Berlin, Germany,

www.venus-berlin.com

ANME Founders

Jan 13 - 14

Burbank, California

www.anmefounders.com

XBIZ Show

Jan 14 - 18

Los Angeles, California

www.venus-berlin.com

AVN/ANE Show

Jan 23 â&#x20AC;&#x201C; 26

Las Vegas, Nevada

www.adultentertainmentexpo.com

BUYERS GUIDE ASTROGLIDE SENSITIVE SKIN ULTRA GENTLE GEL (85GM) ASTROGLIDE REGULAR LIQUID PERSONAL LUBRICANT

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

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.

www.astroglide.com ADDICTION – BRANDON DONG

The Brandon glow in the dark dong, Addiction Collection, incredibly strong suction cup base. Compatible with most harnesses, firm yet flexible 7.5” shaft. 100% silicone. THE ULTIMATE PERSONAL SHAVER

For silky smooth skin with no nicks, cuts, or razor bumps. Contains multiple attachment heads including precision trimmer attachment,finishing head attachment and a stencil trimmer, cleaning brush, and stencils for fun unique designs.

ESSENTIAL BULLET DISPLAY 12 PC

BREEZE 12-INCH POWERBULLET

High quality, rechargeable bullet display. Includes sleek storage case and charging cord. Attachable acrylic stand with 3 working testers free with the purchase of a display.

12-inch Powerbullet makes giving a full body massage a breeze! Wireless, waterproof, deep penetrating vibrations that will travel through your entire body. Ultra soft material.

www.bmsfactory.com

PINK LADY STU FLESHLIGHT TURBO IGNITION

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

FLESHLIGHT TURBO THRUST

Offers the most realistic and satisfying alternative to oral sex. Uniquely designed with three points of initial insertion. To date the best seller. 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 72

BUYERS GUIDE HAPPY RABBIT SLIMLINE CURVE RECHARGEABLE RABBIT VIBRATOR

Slim and tapered for smooth insertion, revel in beginner-friendly g-spot and clitoral thrills. FIFTY SHADES OF GREY OFFICIAL PLEASURE COLLECTION 24 DAYS OF TEASE CALENDAR.

HAPPY RABBIT SLIMLINE REALISTIC RECHARGEABLE RABBIT VIBRATOR

The new 24 piece collection consists of Lovehoney’s bestselling products from its Fifty Shades of Grey collection, which boasts over 3 million units sold to date. The calendar contains six different products for women, six for men, six for couples and six for couple’s bondage.

Powerful, slim and realistically detailed for the best in beginner-friendly blended orgasms. HAPPY RABBIT SLIMLINE G-SPOT RECHARGEABLE RABBIT VIBRATOR

Slim, strong and perfectly shaped for powerful blended g-spot and clitoral orgasms.

www.lovehoneytrade.com

3-PC LACE SET TOUCH RABBIT

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

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.

www.orion-wholesale.com UNIT X COCKSLING BLACK

Probably the best selling cock & ball toy ever! Made from an all new TPR blend that's stretches more and feels more rubbery. Safe, non-toxic and pthalate free. Compatible with all lubes. BUTCH COCKSHEATH CLEAR

Made from SuperFLEXtpr so it’s supersoft and squishy but firm enough to enhance the natural girth, phthalate free, compatible with either waterbased or silicone lube.

OXSLING COCKSLING COBALT ICE

OXSLING’s versatile shape can be worn multiple ways for a different fit and feel. PLUS+SILICONE TPR/Silicone blend, phthalate free, compatible with either water-based or silicone lube.

TRI SPORT COCKSLING POLICE BLUE

Made from SuperFLEXtpr so it’s super-soft and squishy but firm enough to enhance the natural girth, phthalate free, compatible with either water-based or silicone lube.

www.oxballs.com 74

BUYERS GUIDE

VIBRATING STROKERS (12 PIECES)

Sturdy, ribbed exterior case for a solid grip, creates a powerful suction. Display Includes: Vibrating Pussy Strokers (6 pcs), Vibrating Anal Strokers (3 pcs), and Vibrating Oral Strokers (3 pcs).

SUCK-N-PUMP STROKER

Features a medical-style pump ball that functions as an erection pump in one position and as a masturbation stroker in a second position – double the performance options of an ordinary pump.

TALK DIRTY ROTOBATOR

Features sexy talk, breathy moans and uniquely stimulating rotation, in a compact design. and Convenient headphone jack allows you to listen privately.

KEGEL TRAIN-HER SET

DIRTY TALK STARTER STROKER

Perfect for beginner’s, offering a total sensory pleasure experience. Powerful vibration is combined with passionate moans and sexy talk.

LOVE THRUST-HER

TALK-BACK SUPER STROKER

Passionate moans, 20 seductive direct responses and 10 sexy motion triggered reactions will excite your mind and provide a unique, heightened level of intense pleasure.

COLLEGE CUTIE COLLECTION

Three silicone weighted Kegel TrainHer’s provide the ultimate Kegel exerciser set with light, medium, and heavy weighted options, all easily color-coded!

Warms to 40 degrees Celsius while offering thrusts and powerful vibration. The top can be removed for easy storage and cleaning, removable suction cup base, wireless remote control.

Soft, lifelike masturbator, realistic textured tunnel,12-pc point of purchase display. Incl. Sorority Snatch (6 pcs), Freshman Fuckslut (3 pcs), and Coed Cocksucker (3 pcs).

DIRTY TALK INTERACTIVE FUCK ME SILLY

DIRTY TALK INTERACTIVE BAD GIRL

DIRTY TALK INTERACTIVE MINI FUCK ME SILLY

DIRTY TALK INTERACTIVE TITTY FUCK-HER

10 lb. Fanta Flesh stroker with sexy voice and powerful vibrations, motionactivated technology, talks, jiggles and wiggles.

7 lb. Fanta Flesh stroker with sexy voice and powerful vibrations, motionactivated technology, talks, jiggles and wiggles.

3 lb. Fanta Flesh stroker with sexy voice and powerful vibrations, motionactivated technology, talks, jiggles and wiggles.

8 lb. Fanta Flesh stroker with sexy voice and powerful vibrations, motionactivated technology, talks, jiggles and wiggles.

www.pipedreamproducts.com 76

JIMMYJANE FORM 2 ULTRA-VIOLET EDITION

FORM 2 offers two motors—one in each flexible ear—allowing you to pinch, squeeze, and surround the clitoris in sensation. Now available in Ultra-Violet.

TRIPLE-MOTOR RECHARGEABLE WATERPROOF VIBRATOR

Three powerful motors nestled within a beautiful silicone design, TRE uses revolutionary Cyclonic Technology to send rotating vibrations through its triple motors.

JIMMYJANE PURE UV SANITIZING MOOD LIGHT, LOVE PODS TRE ULTRAVIOLET EDITION

Combines the benefits of both UV sanitizing and convenient rechargeability in one functional contemporary design piece.

JIMMYJANE PURE UV SANITIZING MOOD LIGHT, FORM 2 ULTRA-VIOLET EDITION

Combines the benefits of both UV sanitizing and convenient rechargeability in one functional contemporary design piece.

www.pipedreamproducts.com

ELEGANCE EXCEPTIONAL

Clitoral stimulator, dual motor, silicone, 10 functions, rechargeable

ELEGANCE POSH

Heating Vibrator, silicone, 10 functions, rechargeable

ELEGANCE OPULENT

Heating Rabbit Vibrator, dual motor, silicone, 10 functions, rechargeable

ELEGANCE DAZZLING

Rotating and Vibrating clitoral stimulator, dual motor, silicone, 10 functions, rechargeable

www.shotsamerica.com PADDED THIGH SLING POSITION AID

Padded behind the neck and at the thighs for comfort, Each side adjusts, two D-rings located behind the neck area give you the option of attaching your own cuffs, PU leather, metal.

DELUXE BED RESTRAINT KIT EXTREME SLING

Leather and faux leather bondage sling, detachable stirrups. Padded pillow, adjustable straps at the head allow raising or lowering of upper body. Metal carabiners.

Just slide the restraint set under your mattress and pull the cuffs and straps up at the corners. Adjust the straps as needed to fit all bed sizes. PU leather, nylon, metal. Heavy duty restraints.

HOGTIE RESTRAINT

Four adjustable cuffs, lined with padding, locking buckles, All cuffs are detachable and you can connect them to each other for a standard set of wrist or ankle cuffs. PU Leather, metal.

www.xrbrands.com 77

BUYERS GUIDE SATISFYER PRO G-SPOT RABBIT

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

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.

SATISFYER PRO PLUS VIBRATION

SATISFYER PRO PENGUIN

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

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

SATISFYER 2 NEXT GENERATION

Pressure wave technology, touch-free stimulation, waterproof (IPX7), battery operated, 100% hygienic and safe, silicone and ABS.

SATISFYER 1 NEXT GENERATION

Pressure wave technology, touch-free stimulation, waterproof (IPX7), battery operated, 100% hygienic and safe, silicone and ABS.

SATISFYER MEN SATISFYER PRO 2 NEXT GENERATION

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

Unique pump feature, innovative internal pressure regulator, sleeve made from supersoft Cyberskin, clean hygiene lock, sporty lifestyle design, includes 'Classic' Sleeve. Additional sleeves available.

www.satisfyer.com 78

SATISFYER MEN LUBRICANT WARMING 473ML

SATISFYER MEN LUBRICANT 473ML

The Warming lubricant, developed for the Satisfyer Men, sensual warm effect, water-based, super smooth glide, condom compatible, oil & grease free.

SATISFYER MEN TOY CLEANER 300 ML

The Neutral water based lubricant, developed for the Satisfyer Men, water-based, long lasting glide properties, condom compatible, oil & grease free.

SATISFYER MEN LUBRICANT COOLING 473ML

Satisfyer Premium Disinfectant Spray. Treat your Satisfyer Men to comprehensive hygiene and comprehensive protection against bacteria and viruses.

The Warming lubricant, developed for the Satisfyer Men, sensual warm effect, water-based, super smooth glide, condom compatible, oil & grease free.

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 MEN VIBRATION

Elegant, high end, matt black silicone with gloss black ABS finish, two powerful motors, 11 different vibration patterns, waterproof (IPX7).

SATISFYER MEN HEAT VIBRATION

Elegant, high end, matt black silicone with gloss black ABS finish, warming feature, heating from 37° Celsius to 40° Celsius, two powerful motors, 11 different vibration patterns, waterproof (IPX7).

www.satisfyer.com 79

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JULY â&#x20AC;˘ 2018

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AF446 BONDAGE BOARD

A comprehensive collection of packaged bondage products at the most affordable prices in the market /XRbrands @XRBrands /XRBrands_Australia

Modeled by Brent Rossi Photography by Ian Rath