Once upon a time-well, in 1983-a classy, couple-oriented adult-novelty store called Aren't We Naughty opened north of Toronto in Brampton. It didn't take long for the store to prove itself as a retailer. Today, there are 10 AWN stores in Canada.
"Our primary target market are couples, with a focus on gift purchases for bachelorette, birthday and novelty parties," said Terri Kelloway, who handles BMS Enterprises' corporate communications. To make the mainstream market feel comfortable buying adult novelties, she said, "our stores are tidy, colors are neutral, [and the] floors, ceilings and fixtures are clean." According to AWN President Steve Bannister, "the only one left in a trench coat is myself."
Unfortunately for AWN, finding the kind of reliable wholesaler it wanted just didn't happen.
After five years of trying, Bannister had had enough. He decided to become his own wholesaler, so he established BMS Enterprises. This proved to be a smart decision: Today, BMS serves numerous distributors and retailers from its 41,000-square-foot warehouse in Brampton and offers a clean, upscale showroom where buyers can browse the latest adult novelties in professional comfort.
"BMS purchases from a variety of suppliers all over the world," Kelloway said. The company also develops and markets its own adult novelties and sells them through AWN and other retailers. "Our goal is not to directly compete with the larger distributors in this industry," Steve Bannister said. "But when we introduce a new product, we would like to be taken seriously."
"BMS-brand products are a top priority, [and] their success is taken very seriously," Kelloway said, echoing Bannister. "Customer support for the Ultimate Personal Shaver goes direct to our President Steve Bannister's BlackBerry, and he responds to all website product inquiries immediately. Now that's customer service!"
To date, BMS' top sellers are its 3-Speed Power Bullet and Ultimate Personal Shaver.
"The 3-Speed Power Bullet is a waterproof, intense vibrator that is discreet and can be taken anywhere," Kelloway said. To capitalize on its popularity, BMS is developing a series of branded accessories that can be used with the Power Bullet.
"The redesigned Ultimate Personal Shaver is an amazing unisex product," Kelloway noted. "The redesign of the trimmer and the shaver are unique and work amazing to provide smooth, un-irritated skin in those personal and hard-to-reach areas."
When it comes to selling products wholesale, BMS positions itself as a trusted, reliable source. "Distributors and retailers deserve the opportunity to purchase adult-novelty products from a honest distributor," Kelloway said. "Building an honest relationship is our main goal, while providing exciting products for purchase."
On the retail side, "Aren't We Naughty's goal is to continue opening stores in areas where the demand is," Kelloway said. "Everyone deserves the opportunity to make an adult-novelty purchase in a mainstream environment. Our main concerns are to make sure that our staff is happy and that the customers enjoy their shopping experience."
BMS Enterprises
80 Bramwin Court
Brampton, Ontario
L6T 5G2
800-563-3664
BMSEnterprises.com
