UNITED KINGDOM—Despite uncertain economic conditions around the globe in the past decade, the sex toy industry is booming. Hitting a record $15 billion last year, according to Market Watch, pleasure products continue to attract new consumers, and that’s been good news for a company like Net 1on1, the United Kingdom’s leading wholesaler of adult toys. Couples are increasingly looking to the bedroom as an intimate way of having fun while saving money, which is “an obvious opportunity for the sex toy industry,” said Tony Gonzalez, managing director of Net 1on1.
“After decades of being portrayed as ‘seedy’ the mainstream perception of sex toys is at a point of transition; they are now embraced as trendy, exciting and daring in popular culture, the media and in big blockbusters such as Fifty Shades of Grey,” Gonzalez said.
However, while demand for sex toys rises, market research by Mintel.com shows that consumers are still looking for good value. With recent economic scares in China and government spending cuts forecast in European nations, retailers should stock value-driven sex toy brands for budget-conscious couples.
Back in 2009, Net 1on1 saw an opportunity in the market and launched its own value-driven brand for retailers. The collection, Loving Joy, includes an extensive range of dildos, vibrators, bullets, butt plugs, cock rings, anal beads, bondage wear and masturbators.
“Loving Joy embodies quality, affordability and variety. The brand has proven popular with couples wanting to experiment. As demand has been strong, we extended the range this year and launched a new bondage sub-brand to Loving Joy called Bound to Please,” said Gonzalez.
“The Bound to Please brand boasts a really exciting range of hand-made bondage products available at affordable prices. We have seen a lot of interest in the brand already, and some of its most popular products include affordable and quality items such as a Luxe Mask (from £2.30 per item), Ball Gag (from £5.85 per item), Bondage Rope (from £5.22 per item), Wrist Cuffs (from £15.29 per item) and a Suede Flogger (from £11.23 per item),” said Danielle Warn, head buyer at Net 1on1.
Retailers looking to make a purchase can log on at 1on1wholesale.co.uk. Loving Joy products can also be purchased through Net 1on1’s dropship service, which handles the logistics of fulfilling orders direct to the consumer on behalf of a retailer, using discreet packaging and personalized branding. Orders placed on a retailer’s website can be automatically processed by Net 1on1 via an automated order import facility.
