WEST HOLLYWOOD, Calif. — Following three solid days of back-to-back meetings, networking over dinners and nightly special events, XBIZ Retreat participants walked away with an emboldened sense of community and support.
The final day of in-suite meetings kicked off with open forums sponsored by Adam & Eve and Satisfyer. The 45-minute-long discussions covered everything from marketing, the threat of Amazon, retailer support and more.
Storeowners discussed the benefits of traditional marketing channels such as billboards, radio and TV. Once getting shoppers into the store, retailers agreed that product testers are a must in order to close a sale. With distributors and retailers grouped together, the discussion provided an opportunity for retailers to convey their needs directly to suppliers. The honest exchange even covered the benefits — and drawbacks — of buying directly from manufacturers and using multiple distributors versus staying loyal to one, two, or a handful of suppliers.
“Pretty much every retailer agrees that while we all chase margins, reducing the number of suppliers used and focusing more on service would better benefit their business in the long run,” Adam & Eve’s Chad Jenny said. The distributors in the room also agreed that it would be easier to provide those services if they could forecast for a long-term plan.
The opportunity to openly share advice, strategize and simply listen to each other vent frustrations was a welcomed addition to the XBIZ Retreat schedule.
“At the dinner at Café Pinot later that night Yulia from Moscow [adult retailer Nasolado], came to me and said that she thought it was the best part of the week and seemed so surprised to see all of us sit down to help each other and she said that they don’t get that in Russia,” Jenny said. “I told her it was our industry against the world, so we shouldn’t be fighting with each other as competitors, but standing together strong as partners. She agreed and we even swapped contact info so I could continue to help and advise her after she returned to Moscow.
“[XBIZ founder] Alec [Helmy] was truly right when he spoke at the Exec Awards and said that we are a community,” he continued. “And I think this open forum best illustrated that point against the backdrop of an absolutely fabulous week.”
Intimate Distribution’s Tim Faber said that during the open forum discussion it was “good to hear other distributors and retailers talking about their experiences in the market, and how to solve problems if they have them.”
Pipedream VP of sales Steve Sav said the discussion was so good he would’ve preferred it run longer than scheduled. “We were on a roll,” Sav said.
M Shop Ecommerce Manager Henrik Castenlund echoed the sentiment.
“The open forum discussion was really great — so great actually, it could have lasted longer — but as you know, even good things come to an end,” he said, noting that his highlights of the show were: “Meeting vendors in a relaxed atmosphere, getting the chance to continue the discussions even after the schedules had finished — such a brilliant and superb idea. Also having the chance to meet buyers and shop owners from all over the world, getting to discuss our problems, challenges and talking about possible solutions.”
CLS Healthcare buyer Frank van’t Veer added, “The open forum discussion was more useful than I expected at first, and it gave new insights into the subjects that we talked about such as marketing ideas.”
Phoebe Grott, the VP of buying and merchandise for Ella Paradis, said that she was grateful for the opportunity for retailers and distributors to bond over an open discussion.
“The open forum discussion was really unique in bringing buyers together to share their ideas and experiences, it was great that XBIZ created this event to foster camaraderie among adult storeowners and distributors,” she said.
Raj Armani of ImBesharam said he came out of the discussion with additions to his to-do list.
“This was a great learning experience, we got to hear from the horse’s mouth about challenges as well as workable solutions all in the same time, in the same room,” he said. “So I came out with an extended list of things to do, on top of 20 other lists I have been trying to complete.”
Following the morning discussion it was back to in-suite meetings, where new products, partnerships and new company executives were all introduced to buyers in attendance.
Following last year’s announcement of pjur’s partnership with WOW Tech Group, the German lubricant brand is offering more support to retailers than ever before, pjur’s John Marinello said.
“The future is really exciting,” he said. “We’re making sure every one of our meetings knows that we are offering more staff trainings — plus with our new Try It Kits we’re introducing them to our top four bestsellers that are available exclusively for retail staff to try (and turn them into fans.)”
To show WOW Tech Group’s commitment to the pjur brand, Samantha Brown, the territory manager for WOW Tech also was on hand to express her support.
“All three brands [Womanizer, We-Vibe and pjur] have a story,” she said. “There’s a lot of passion behind all three of the brands.”
Taylor Means made her debut as the VP of sales and marketing for Trigg Labs, which manufactures the popular brand of Wet lubricants.
“It’s been an exciting move,” Means said. “It’s a very creative environment to be in. I work with Michael Trigg, who’s like the Willy Wonka of lube! It’s very inspiring to work with him.”
This year, Wet celebrates its 30th anniversary. Among the company’s new product debuts was a new line of Warming Desserts flavored lube, which are sweetened with Splenda.
“This year we want to let people know how far we’ve come,” Means said. “We’re going to be at more shows, we’re going to bring our presence back and make a big splash. We’re here and we’re better than we’ve ever been.”
In the Alexander Institute suite, the company spotlighted its new partnership with sextech company Lovely. Known for its flagship item, the Lovely 2.0 couples ring — which went on to win the 2019 XBIZ Award for Innovative Sex Toy of Year, the toy’s inventor Jakub Konik was on hand during the meetings.
“He made quite an impression on all the buyers,” Alexander Institute’s rep said. “We got a lot of orders and interest from everybody.”
Lovely 2.0 is a “desire-sensing” cock ring and app that provides couples with tips and inspirations based on analysis made by two motion sensors inside of the toy. These tips can be viewed by the couple after sex in the Your Lovely app and used to enhance their sexual exploration and communication. After a four-week study, it was found that 75 percent of the couples using Lovely 2.0 reported increased sexual satisfaction.
“We also received a lot of orders with the first few new BLISS items we launched at XBIZ,” the Alexander Institute rep said. The new releases from BLISS Innovations include the BLISS Wand, the BLISS Shell and the BLISS Power Bullet.
Pipedream showcased its latest additions within the company’s in-suite set up, which reflected the company’s new objective of not overwhelming retailers with new releases, but rather focus on what’s missing in the marketplace. Pipedream’s Briana Watkins said that the company will only introduce new products four times a year and promises all new items will be in stock within a month of their release. Among Pipedream’s new offerings were new additions to the Fantasy for Her and Classics line, as well as a smaller version of Fuck Me Silly masturbators.
“Having participated in XBIZ Retreat for the first time was a wonderful experience,” said Steve Sav of Pipedream. “The time spent with qualified buyers and decision makers was perfect. The location and events only enhanced the experience.”
Buyers would then take an elevator up to Cloud 9 — the sex toy brand’s suite where the company showcased its newest items, including the innovative sex machines.
“Our one-on-one meetings were excellent with many old and new customers showing genuine enthusiasm for our direction and new introductions,” Cloud 9 Novelties business development manager Randy Alvstad said. “Our newest introductions are highlighted by a newly re-designed sex machine at new lower pricing. A new F-Slider sex chair was very popular with buyers who were excited at the all-steel construction, which is safe for every user with virtually no weight restrictions.
“Our new male stroker line in clamshell packaging was popular as an alternative to the primarily boxed product on the market,” he continued. “Additionally, we showcased new G-Spot Slim Vibes with single and dual motors which hit value price points for the consumer. Lastly, our new Dual Density Dongs in TPE and packaged with free silicone cock rings were a solid hit reinforcing the Cloud 9 value-added concept for retailers and their consumers.”
Carrashield Labs used XBIZ Retreat as its platform for introducing retailers to Bliss — a new cannabis-infused intimate oil that the company is now exclusively distributing. Bliss is the “first-and-only cannabis-infused intimate oil formulated by a female reproductive medicine specialist and cannabis clinician,” says Jeff Hawkins, the director of sales for CarraShield Labs.
Dr. Alex Capano serves as the chief scientific officer of Ananda Hemp, which manufactures Bliss. Capano is the first doctoral candidate of any discipline who has focused on comprehensive cannabinoid science under the guidance of the Lambert Center for the Study of Medicinal Cannabis & Hemp at Thomas Jefferson University.
In the Spartacus Leather suite, the Portland-based BDSM gear manufacturer showcased items made of vegan-friendly materials. “Especially in Seattle, being vegan is really popular,” Spartacus’ Albert Koftikian said.
The overcast backdrop of the rainy Los Angeles sky was a nice backdrop to explore Spartacus’ selection of BDSM gear. The company introduced new spandex hoods, a breathable gag, glass toys, as well as a selection of nipple clamps that are available in 15 styles.
Fresh off the brand’s showcase at ANME, Zalo also made its presence known at XBIZ Retreat. Inside a spacious suite, newly minted senior sales and marketing executive Mara Epstein joined Zalo USA CEO Peter Ovsonka in introducing the luxury brand to international buyers in attendance. Ovsonka highlighted the company’s new video display that retailers can use to showcase items.
Zalo currently offers four collections: The XBIZ Europa award-winning Queen series of PulsWave motor stimulators, the luxurious Versailles series, the Lolita series and the Sweet Magic series featuring embossed detailing and embellished with Swarovski crystals.
Bijoux Indiscrets showcased its items for a “sexy lifestyle.” With several items serving as jewelry that doubles as BDSM accessories, Bijoux Indiscrets items also retail at mainstream stores such as Nordstrom. The company showcased the 12 Sexy Days advent calendar that leads women through 12 “challenges” that conclude with the woman feeling like a sex goddess. “It puts users in the mood and it’s empowering.” Bijoux Indiscrets’ Lisa Sananes said.
Sananes called XBIZ Retreat, “the most efficient way to connect and bond with the key players of the industry. It is not only great for business opportunities; it's also the time of the year you reconnect with this family that is our industry. It is a very intense and productive event, from which you leave from motivated and driven.”
In another suite, Lovense showcased its high-tech teledildonic sex toys that have become particularly popular among cam performers. With a range of eight toys for women and men, Lovense products can be wirelessly controlled via an app, which also allows users to customize their experience with programmable vibration strengths. To connect with retailers, Lovense’ Joris Guisado regularly participates in XBIZ Retreat.
“I love how going to XBIZ Retreat feels like a family reunion more than a business event, and yet it is more productive than any other regular trade show,” he said. “The quality of the relationships I have developed over the past few events makes XBIZ Retreat my first B2B choice.”
Shibari showcased its array of pleasure products, which ranges from wands to bondage rope, alongside its newest collection Voodoo. Shibari’s Danielle Seerley said that the Voodoo line is designed to promote sexual wellness along with body acceptance, which is exhibited through the brand’s use of "regular" women in its marketing.
Clandestine Devices had key representatives Kimberly Faubel and Jade Leo on hand to introduce the latest edition of the brand's flagship product. The MIMIC + PLUS offers a 70 percent increase in power, and comes in two new colors (magenta and stealth grey.) The waterproof manta ray-inspired design is made of body-safe silicone and offers six speeds and eight vibration patterns, as well as a rechargeable battery that provides more hours of playtime from a single charge.
Within the Liberator suite, the company’s sex pillows and positioning gear were on display throughout the room. Items such as the Humphrey pillow are rolled up and vacuum-sealed to fit compactly in boxes that can be stacked as retail displays. Jay Scheinberg, the company’s VP of sales, demonstrated how the large, firm pillow easily unfurls for use. “We have new items coming that will be suitable for a broader audience,” he said about the company’s future releases.
Electric Distro showcased an array of toy brands ranging from vibrators to bondage sets and more.
“We’re showcasing Rabbit Essentials, which is a complete, comprehensive selection of bestselling rabbit styles,” Electric Distro’s Robert Rosen said. “We’re upgrading the category with all rechargeable styles with additional features such as a travel lock, warranty and premium packaging.”
Michael Topolovac, the co-founder of Crave, was on hand to connect with existing and new customers. In the Crave suite, retail displays were set up showcasing the brand’s most popular high-end toys. Crave’s Vesper necklace vibe is by far the company’s most famous product, which has been worn by celebrities such as Janet Jackson and Gwyneth Paltrow.
“We see that item as an industry ambassador,” Topolovac said. “It’s creating more conservations about pleasure.”
Austin, the founder of Locked in Lust, a brand of male chastity devices, is confident that the fetish is headed towards more acceptance in mainstream. The company introduced its selection of restricting devices at XBIZ Retreat with Austin on hand to explain that vanilla couples can enjoy chastity devices as a form of tease.
For those that are looking for more of a commitment, Locked in Lust also offers Premium Keyholder Service, “for people that don’t have a mistress, people can use our service,” Austin said. The subscription service includes the shipment of a padlock (with no key!) and interactions with Mistress Lust over a set period of time. The user remains locked up for a chosen amount of time until the key is sent.
Locked in Lust also offers the Crotch Rocket Strap-On harness which is designed with an exposed crotch. “It’s comfortable to wear and can be worn to expose the male or female genitalia for stimulation — and it doesn’t impede the use of male chastity device,” he said.
Barcelona-based Adrien Lastic returned to XBIZ Retreat to showcase its array of modern sex toy designs in bright, welcoming colors. Among the company’s newest releases was the Ocean Breeze vibrating egg, which features 10 speeds and comes in a discreet, ergonomic shape. Another unique offering from Adrien Lastic is the Pan-T Vibe. This wearable vibe is attached to a belt that can be worn beneath underwear. It provides clit stimulation and can be controlled by its heart-shaped remote control.
As XBIZ Retreat meetings wound down, attendees changed into their formal outfits before making their way to dinner at downtown L.A.’s Café Pinot, and the star-studded XBIZ Awards. Participants were left with nothing but praise for the now triannual trade event for the adult retail industry.
Sliquid’s Michelle Marcus praised XBIZ Retreat for allowing her to connect with buyers from around the world.
“This was another successful XBIZ Retreat,” she said. “I made a lot of new business with both domestic and international retailers. The speed networking was a great way to break the ice and allowed me to connect with the buyers that weren’t on my schedule.”
“XBIZ Retreat is a very good way to do business because people are more relaxed, and can talk better,” said Claudia Sousa of A Maleta Vermelha. “I liked the forum — hearing from my colleagues, new ideas, and new ways to approach business.”
“XBIZ Retreat is always a great event that provides us the environment to do business, make partners and friends with excellent organization, meetings and networking opportunities,” said Alejandra Preciado of Fantasias Boutique. “The venue, vendors and the activities were great.”
“This was our first XBIZ and it was very successful for us,” Twisted Angel CEO Dean Hammond said. “As an Australian distributor, it was great to connect with manufacturers that we have not come across at other shows. We were able to pick up a good number of new lines for Twisted Angel to distribute in Australia and made some great contacts for the future.”
