trends

For Pleasure Product Manufacturers, Retailer Feedback Is Essential

For Pleasure Product Manufacturers, Retailer Feedback Is Essential

The relationship that manufacturers enjoy with retailers is a vital part of the pleasure products sector. Even when they are selling pleasure products directly to consumers via their websites, manufacturers need retailers. And whether a company is manufacturing vibrators, anal toys, BDSM products or lubricants, manufacturers rely on retailers (both brick-and-mortar and e-commerce) not only to carry and sell their products, but also, for feedback on everything from designs and packaging to promotional opportunities.

Kimberly Harding, sales manager for Sportsheets International, stressed that paying close attention to the opinions of retailers is more than a good idea for manufacturers of pleasure products — it is essential.

Because manufacturers are not involved in the ground-floor work of selling items in person directly to consumers, I believe that collaboration and communication with (retailers) is essential to knowing and understanding consumers. —Alicia Sinclair, COTR, Inc.

“The feedback we receive from retailers and distributors is an invaluable tool,” Harding told XBIZ. “From conception of ideas to the release and reception of those products at the store level, the feedback is absolutely vital. When we’re open to that feedback, we’re able to retrieve information as to what sells and what products catch the end-user’s eye.”

Manufacturers, Harding added, must make sure that retailers are as knowledgeable as possible about their products.

“We support our retailers and distributors with staff trainings and educational material,” Harding explained. “It’s important they have complete knowledge of our products, why we created a product and tools (used to) sell them. When we cannot be there in person, we support our retailers with giveaway product and goody bag items — and when we can be there in person, we are thrilled to be a part of their event.”

Kathryn Hartman, sales and marketing director for Nasstoys, noted that product-related suggestions from retailers are always welcome.

“Some of our best product development has been the result of input from the front lines,” Hartman told XBIZ. “Retailers get great new ideas from consumers all day long. We take their suggestions and requests seriously, and then, we deliver.”

Hartman added, “Nasstoys has always embraced and supported our distributors’ customers through their sales staff, and we cannot stress the value of distributor events and trade shows enough for establishing and building relationships and brand loyalty.”

Alicia Sinclair, founder and CEO of COTR, emphasized that the face-to-face interaction brick-and-mortar retailers have with consumers makes their feedback crucial for manufacturers.

“Because manufacturers are not involved in the ground-floor work of selling items in person directly to consumers, I believe that collaboration and communication with (retailers) is essential to knowing and understanding consumers,” Sinclair told XBIZ. “I always involve retailers and distribution partners on early product design ideas and solicit feedback regularly once products have launched.”

Sinclair continued, “Every partner is valuable in the process of getting our products into the hands of consumers, and their unique feedback can often bolster the success of an item. Different points of view from each contributing member of the process affects our packaging and product development as we seek to bring quality, thoughtful products to market that all our customers can appreciate.”

The more manufacturers do to educate retailers about their products, Sinclair added, the better it is from a sales and marketing standpoint.

“We provide many, many educational articles not only on how to sell our products, but also, how to answer questions about how our products work with the body,” Sinclair explained. “Additionally, we provide product training in-store, via Skype, or via phone. We also have really fun product videos that easily teach retail staff and consumers about the products.”

Kim Airs, retail sales specialist for Channel 1 Releasing, pointed to the company’s Boneyard and Rascal lines as examples of successful products that have benefitted from the feedback of retailers.

“Retailers are on the forefront of the business,” Airs told XBIZ. “Without retailers, manufacturers would not be in business. In order to successfully present the best-selling Rascal and contemporary Boneyard lines of products, we are in constant communication with our distributor and retail partners. We listened when we asked them, ‘What colors would pop on the wall?’ and came out with the signature yellow packaging of the Boneyard line. We altered the backgrounds of our glow-in-the-dark products in the Rascal line so consumers could figure out that yes, they actually glow.”

Airs added, “We are always training our retailers and distributors on the features and benefits of both our Rascal and Boneyard lines. We believe that training makes our products stand out in the crowd, which translates to stronger sales by the sales staff.”

Janine Weisberg, co-founder of Warm, Inc., recalled that from the beginning, she sought feedback from retailers.

“I started communicating with retailers during the development of Warm,” Weisberg told XBIZ. “I knew with Warm being such a unique and new concept product, the retailers themselves would best know what Warm needed for a successful end-user experience.”

Weisberg cited Victor Topaz, manager of a Pleasure Chest store in New York City, as an example of a retail expert who gave her insightful feedback when she needed it the most.

“My original design packaging for Warm would have been a disaster had I not been able to have a very valuable meeting and gotten feedback from a retail buyer,” Weisberg remembered. “Thank you, Victor at Pleasure Chest! Because of that exact meeting, we were able to completely change our design due to the feedback from that meeting. Walking the store with the sales staff was also a valuable part of our development process. Their insights and willingness to share what they need to best do their job is priceless.”

Weisberg continued, “As a manufacturer, there are so many variables to keep in mind when developing product. It’s not only important to ensure your product is top quality and consumer messaging is clear and consistent, but to also make sure retailers and/or distributors can easily manage your goods. Everything from master carton sizes, storage, check-in efficiency and interior packaging can all play a factor in how your product is received. Retailers and distributors have typically experienced it all, the good and the bad; so, their insight can help guide some of those final product development decisions to make sure what you put out is the best possible option.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

The Power of Authenticity in Selling Pleasure Products

I’ve been working in the pleasure industry for more than two decades. For a significant chunk of that time, I thought that to be successful in sales, I had to fit a mold. I assumed that selling meant following a formula: say the right things, use the right voice and present myself in a way that was guaranteed to convert.

Kimberly Scott Faubel ·
profile

Dennis DeSantis on Building a Blockbuster Career in Adult Retail

The adult industry and the mainstream Hollywood scene often intersect, and few executives are more familiar with that crossover than Dennis DeSantis.

Ariana Rodriguez ·
profile

'Pleasure Professionals Place' Facebook Group Marks 5 Years of Fostering Connections

Where can you find the pleasure industry’s most tantalizing, trending and relevant conversational banter? For once, we’re not talking about a trade show after-party!

Colleen Godin ·
opinion

How Cannabis Culture Is Reshaping Sexual Wellness, Pleasure

April is a month of celebration: Lovers Day, Earth Day… and 4/20. Once a subculture symbol, “420” has evolved into a movement that bridges cannabis advocacy, wellness and an increasingly vital discussion around sexual health and pleasure.

Ian Kulp ·
profile

WIA Profile: Holly Corbella

Even during last year’s retail slump, the adult home party business continued to rock and roll — at least in New Jersey. Just ask Holly Corbella. Based in the Garden State, Corbella is the founder, CEO and lead party planner for Parties by Bellas, an intimate, in-home sex toy event company focusing on creating budget-friendly home parties for women on the East Coast.

Women In Adult ·
profile

Friday Bae Founder Benoit Palix Discusses Brand's Gen Z Focus

French sexual wellness brand Friday Bae is aiming to disrupt the market with its genderfluid, inclusive pleasure products. With bright pops of color for Gen Z and millennials to swoon over, Friday Bae is merging creativity and education for fans, dubbed the “Bae Squad.”

Namma Karp ·
profile

Self Serve's Matie Fricker on Promoting Sex-Positivity in Albuquerque

For 18 years, Self Serve has been providing a sex-positive space for adult toys and resources to folks in Albuquerque, New Mexico. The story behind its success is all about making connections: connecting with your passion, with your business partner, with your customers, with your staff and with your community.

Justin Goodrum ·
opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
Show More