PHOENIX - PHS International, a manufacturer of adult novelties and BDSM gear, received top honors in the novelty category at the Xbiz Awards held Feb. 8 in Hollywood, Calif.
Sales and Marketing Manager Michael Merrill told AVN Novelty Business that Xbiz magazine's novelty editor Anne Winter congratulated him in a text message.
"After the announcement was made, Anne texted me saying, ‘I am glad you won. You really stood out this year with your business model,'" he said. "I would like to thank those in the industry who believed in us, those who believed in our vision to merchandise and brand complete product lines."
Merrill said the company launched three lines in 2007, and he appreciates everyone who helped make them successes.
In early 2007, PHS International launched its M2M line, a high-end leather and pleasure-toy line marketed to gay men. The line proved successful, growing from a handful of offerings to a full line of 200 products, including cock rings, CBT gear, fashion gear, anal plugs, remotely controlled vibrators, glass dildos and chrome fashion accessories.
After seeing the success of the M2M line, PHS International's founders and owners, Chuck Harnish and James Horne, along with Merrill, set out to create a line of adult products that had the quality and style of M2M but would cater to young women and heterosexual couples. The results were the FRESH and PLAY! product lines, which were unveiled later in 2007.
The FRESH line, which was unveiled at the spring 2007 International Lingerie Show, was a departure for the company. All products in the line are made from environmentally and vegan-friendly polyethylene, as opposed to PVC or leather. The line was officially released at the July AVN Novelty Expo, where it received great praise.
PHS dove back into the leather arena when it released the PLAY! line. PLAY!'s products were developed and packed with everyday heterosexual couples in mind. Harnish said the idea behind PLAY! was to reach suburban couples and help make intimacy a little more adventurous and less intimidating.
"PLAY! promotes sex as fun, sensuous and thrilling," he said. "[We avoided] old ideas of leather toys as fetish, bondage, taboo or dirty."
The company's success in 2007 "was an intense and wild ride, but we managed to have fun along the way," Harnish said. "Receiving the Novelty Company of the Year award from Xbiz reaffirms the fact that we are heading in the right direction."
Harnish said more great innovations can be expected from PHS in 2008 and beyond.
"Now is the time for innovative retailers who understand the importance of promoting an entire brand to jump on our ‘brandwagon,'" he said. "We offer a full range of point-of-purchase displays for each line, made specifically for these retailers in mind. Contact us today, and watch your sales skyrocket tomorrow!"
