LAS VEGAS — As Altitude Intimates carried on into its second and third days, the excitement and energy on the show floor continued as exhibitors showcased a dynamic mix of pleasure products and lingerie for attendees to explore.
While presenting buyers with a variety of intimate apparel, novelties, technologically innovative sex toys and more, vendors shared their thoughts on a number of issues and topics relevant to the sector. Some addressed concerns about the impact of tariffs, with many stating their commitment to finding and offering alternatives.
“I think people are going to scale back a little bit,” said Sunny Mirwani, CEO of Seven ’til Midnight. “They’re going to feel, ‘OK, let’s not bring too much or manufacture that much.’ The macro effect would be that there would be less product available in the market — though we feel that we’re going to have an advantage because we have product on hand already.”
Seven ’til Midnight, which has been around since 2007, now retails in a variety of stores, including mainstream outlets like Nordstrom. Mirwani, who took over the company in 2019, said he feels prepared to face any upcoming challenges.
“From that time to today, we’ve gone through quite a rollercoaster ride,” he shared. “Between Trump’s initial tariffs and now his second wave of tariffs, and dealing with the COVID pandemic — not to mention inflation and high interest rates — we’ve had quite a few challenges, but we’re still here.”
Also showcasing lingerie styles was Full Circle Distribution, which had a large enclosed booth with walls of products. The Savage lingerie line introduced leopard print body stockings, while Full Circle Distribution grabbed attention with its ultra-realistic dolls.
“This is different than anything on the market right now because she’s got a full-figured body,” Full Circle’s Briana Honz said, pointing out the doll’s lifelike details in the nipples, teeth and tongue. “You can actually see the vein details under the skin.”
Additional new products from Full Circle include the Cleo vibrating feather, which has gone viral on TikTok, as well as smoking accessories branded with Grateful Dead and others with feminine prints and colors. Honz also highlighted the company’s new packaging, which includes bright colors and details like magnetic closures and sturdy material.
Kiiroo, a brand traditionally known for tech-driven toys, is shifting its focus in 2025 to be more inclusive, according to Kiiroo rep Kate Kozlova.
“Since 2013, Kiiroo has been perceived as a male-oriented brand for solo play, but that’s changing,” Kozlova told XBIZ. “This year’s launches will prove that we’re embracing more female-focused and couples-friendly products.”
One standout product was the new Pro Wand vibrator with a battery that lasts over 10 hours on a single charge. Designed for both internal and external stimulation, it features an LED light for real-time feedback — a unique function that is useful for cam performers who engage in remote-controlled play.
Kiiroo also unveiled Spot, a wearable vibrator with an eight-hour battery life; and Luxus, a two-device kit designed to enhance penetrative sex by increasing clitoral stimulation in response to movement. This innovative approach aims to help close the orgasm gap between men and women.
“There is a sensor, and when people are having penetrative sex, when he gets closer or when he goes faster, this vibrates on the clitoris way stronger,” Kozlova explained.
Pjur, celebrating its 30th anniversary, made a strong showing at its booth with its latest product launches and promotional campaigns. Stephanie Ingram, pjur’s marketing manager for the Americas, detailed some of the company’s plans for 2025.
Those include: a gift-with-purchase promotion rolling out in April, offering 30 mL of pjur Aqua Naked with purchases of pjur Original 100 mL; and a B2B sales contest running from April 1 to May 31, giving retail store associates the chance to win Apple MacBook Airs, iPads and Beats Studio headphones. Pjur also will release a new foaming toy cleaner designed specifically for adult toys, which has already received rave reviews.
The Lovehoney Group/WOW Tech booth was buzzing as the company unveiled updates for its other brands as well. The We-Vibe app is receiving a back-end infrastructure upgrade, ensuring better connectivity and reliability for remote-controlled toys — a must-have feature for modern consumers using a variety of devices. Meanwhile, Womanizer is gearing up to roll out Enhance, a Pleasure Air vibrator with added rumble vibration, which scored a 100% orgasm rate in independent testing. A staggering 102 test subjects all experienced success with the device — a statistic nearly unheard of in consumer product testing, Ingram said.
LELO’s new AI-integrated stroker drew attention for its adaptive user experience.
“The AI is using user feedback, so it’s interactive; you control the device with your phone,” noted Peter Muffoletto, vice president of sales and business operations at LELO. “But also, it’s recording the way that you’re using it, the way that your preferences are laying out. So basically, the next time you use it, it should be an improved experience and you can kind of toggle what you want with it.
“We’ve also got our fitness feature, so people who are looking to build endurance can use the app, and it has some gamified portions as well,” he added. “We’re looking to really expand our app in terms of AI usage, user engagement and user interface.”
The brand also teased an upcoming dual-ended wand vibrator and its LELO Hex Organic Naturals condoms, emphasizing sustainability in packaging and materials.
One of the more memorable moments of day 2 was the informal Women in Adult gathering, which brought together about 30 female executives. Heavy hitters such as Pipedream’s Barbara Cook, Kheper Games’ Cathy Zeiglar, “Shameless Sex” podcast host April Lampert, Betty’s Toy Box’s Carolyn Eagle, Thao Luu-Brinberg and Conde Aumann of Nu Sensuelle, Paradise Marketing’s Tori McCrobie, Adam & Eve franchisee Kate McGregor, SugahLipz founder Picolya McCall-Robinson and others gathered for an afternoon of champagne, Jenga and fun conversations.
On day 3, the show floor was all about last-minute orders, industry networking and attendees getting their hands on the latest pleasure products and lingerie collections.
Pipedream brought a mix of bestsellers and new releases, including new Anal Fantasy Elite products and the Fuck-O-Matic Pro XL, the latest iteration of the Fuck-O-Matic suction-based masturbator that has become the brand’s top-selling item across 1,300 SKUs, according to Pipedream sales specialist Chuy Ruiz.
Pipedream also showcased new Assgasm toys, Wet Pussies and Wet Bussies strokers and more, while Jimmyjane displayed the Touch-Me Pro, a blended orgasm toy with stereophonic vibrations, as well as its Hello Kiss Pro suction toy, which offers a “munching” feature that mimics realistic oral sex.
Ruiz took the opportunity to gain feedback from customers at Altitude.
“We talked a lot about marketing, and that’s where feedback helps us the most,” he said. “So I’m thankful for that. It was a slow start, but I was very, very happy with the result. The last day was super busy. I’m happy with all the ‘touch bases’ we made — a very happy experience through and through.”
Ruiz also credited William Trading for offering a virtual version of the expo to its retailer clientele that couldn’t attend Altitude in person.
“It was such a great idea,” Ruiz said. “I hope they do well with it. I can’t wait to see how much sales they made on that. That was a fun addition. Pretty much all vendors at the show had a shift to discuss their products during the livestream.”
For those who swear by Magic Wand, Vibratex introduced the long-awaited HV360 — a fully waterproof, rechargeable version with a 20% increase in power. According to Vibratex rep Sarah Tomchesson, the launch was met with overwhelming enthusiasm.
“The response has been nothing but ecstatic,” Tomchesson said. “For years, customers have wanted a waterproof Magic Wand. We’ve been deep-diving into all the feedback and the one thing that people say consistently is, ‘It’s such a bummer you can’t use it in the shower.’ We don’t do product releases very much and for me it’s so aligned with the brand story. If we’re going to do a release, it’s about simple tech innovations that not only address what the consumers are asking for but also increase the integrity of the brand. Finding simple ways to take that motor that is so iconic and improve upon it, slowly but surely developing a line where there is a wand for everybody.”
Vibratex’s Eddie Romero noted how the product’s name, “360,” relates to the brand’s journey.
“It’s representing a full circle,” he said. “Hitachi’s roots have always been in Japan. Vibratex’s roots have always been in Japan. This unit is, in fact, made in Japan.”
In the COTR booth, Le Wand debuted another product with a completely waterproof exterior: its upgraded Dive Submersible Rechargeable Vibrating Massager. With a sleek body, 10 vibration speeds and 20 unique patterns, it features weighty, rumbly sensations. The vibe is also USB rechargeable with a travel lock.
Also in attendance at Altitude was Perfect Fit, back in full swing after a period of restructuring, and eager to reaffirm its commitment to innovation, inclusivity and high-quality design. With a long history as the brand’s manufacturer for over 13 years, VenWel is now stepping into a more prominent role, ensuring its products continue to evolve following the passing of the company CEO Steve Callow.
“We partnered with Steve in the very beginning, and we looked after all the manufacturing operations, logistics and everything else,” said Trisha Welch of Perfect Fit Brand by VenWel. “I kind of stayed in the background, which made me happy, but now I’m more in the forefront and we’re working on products that will hopefully help us move beyond the label of being just a gay male brand. We want to open up those doors. The cool thing is, yes, our products are for guys — but they’re not just for gay guys. They’re for any male person, for whatever they want.”
While navigating challenges like tariffs and economic shifts, Welch said, the VenWel team remains focused on problem-solving and designing products that enhance real-world pleasure experiences. Among the company’s newest releases is the Bumper, a silicone cushion designed to reduce deep penetration discomfort for those with sensitive cervixes or pelvic pain. According to Welch, Perfect Fit is set to unveil new designs in July at ANME, emphasizing gender-inclusive pleasure and functional innovation.
For retailers looking for fun gag gifts and novelties, Little Genie presented Bags of Dicks plushies, and a whole line of Suck a Bag of Dicks candies in assorted flavors.
“We have all kinds of stuff because our little Jar of Fucks has been so popular,” Little Genie CEO Tiffany Lysene said.
Little Genie also showcased a new AF sexual enhancement display in the Nalpac booth.
“Because everything in there retails for under $10, it’s selling well,” she said. “That seems to be a popular price point.”
Between tech-driven toys, lingerie designed for all body types and affordable adult goods, Altitude provided a space for brands to showcase products and redefine their approach to the ever-evolving adult retail industry.
