Danielle Seerley, Shibari’s Senior Sales Executive

“People are beginning to recognise that your sexual health is an important topic.”

Will 2017 be the year of the wand vibrator? It almost seems that way given how many new products are inspired by the classic massager. Wand vibrators also play an important role in the product range of Shibari, a US company that was started in 2014. But Shibari has much more to offer, as the company’s Sales Executive, Danielle Seerley, explains. In our interview, she tells us more about Shibari’s comprehensive product range.


 

When did Shibari come onto the market?
Danielle Seerley: 2014.

What does the word ‘Shibari’ mean?
Shibari is a traditional form of artistic rope bondage that originated in Japan.

What philosophy do you pursue?
Our goal is to be able to provide a modern product manufactured with the highest quality, yet be affordable to ALL consumers. We want customers to be able to comfortably purchase the matching attachments, lubricants, delay spray, etc.…to complement their core toy experience. We work extremely hard to make sure that these 3 core values support every product in our line. Our consistent and aggressive growth has indicated that we are on the right track!

What do you offer that would be missing in the market if it weren’t for Shibari?
Shibari has dedicated itself not only to manufacturing top of the line wands, but to have the largest variety of wands for a customer to choose from. Each wand features different speed and vibration combinations, head size, arm length, and type of vibration. Depending on what you are in the mood for you can get anything from super soft and gentle like our Halo, to a nice rumbly massage with the Deluxe Mega, or straight hard core vibration with our Power Wand. With so many different body types and shapes shopping for toys, one wand size limits you to such a small audience. We also have a lot of non-adult customers that purchase our wands for general health and wellness. I love how diverse our product is, and our packaging allows for a lot of cross market versatility.

The Shibari team

The Shibari team

What are the trends and developments that determine your product development? What is particularly important to you when you create new products?
We always watch what is “hot” in adult and mainstream, but we also seriously listen to what customers are asking for and how we can truly support that. One of the great things about being a smaller company is that we can react and adapt to change quickly when it comes to staying current in the market. Another key component that gives us an advantage is product planning as an entire team. I feel lucky to work in an environment that as an Account Manager, I can make effective change based on customer feedback and professional experience. When we look at developing new product, the team is comprised of everyone from Sales, Graphics, Marketing, and Product Development to choose items together. Not every company has this opportunity to collaborate so effectively. This not only gives us a very well rounded approach to development, but goes back to delivering highly sellable products that speak to large audiences.

Your product range is quite comprehensive. Can you give us some more information? Which product categories does Shibari offer?
We have really grown since 2014! We currently offer assorted products in the following categories; Wands and Wand Attachments, Vibrators, Bondage Rope, Lubricants, Delay Sprays, Arousal Gel, Kegel Balls, Men’s Love Rings, and recently just launched the Shibari Condom in multiple sizes.

In addition to Shibari, you also have sub-brands called Hello Sexy!, Shibari Luxury, and Shibari Triton. Why did you create these sub-brands?
Shibari is comprised of 4 different lines; Shibari, Shibari Luxury, Hello Sexy, and Triton for Men. After a year on the market and strong, consistent growth we knew that the brand needed to evolve to offer special and different products as our customer base grew. We added a luxury line incorporating velvety silicone vibes with strong, but quiet motors. Customer feedback asked for the addition of vibes that fit the criteria of our wands and it was time to expand without changing the identity of our core line. Our addition of the “Hello Sexy” line brings a fun, sexy twist dedicated to our modern girly girl. The product colours and packaging are vivid feminine colours to draw attention and incorporate some mainstream pop culture onto the shelves of Adult Boutiques. Triton for Men offers a range of love rings, delay sprays, lubricants, and finger vibe.

Is Shibari a one-stop brand that offers the consumers everything they needs?
We really are. I’m very proud of how far the brand has grown and the support customers have given us. It has taken a few years of planning, building, and branding but we have a very strong and cohesive line of products that will ultimately fulfil customers from every major category.

“It has taken a few years of planning, building, and branding but we have a very strong and cohesive line of products that will ultimately fulfil customers from every major category.”

Shibari is mainly known for its wands. Wand massagers have been on the market for a long time. How hard is it to give this concept a new twist?
Right now, is a unique and exciting time in the wand world. You have a portion of your audience that remembers the original Wand debuting in the 60’s that had a very specific look. Our original wands, or the “OG’s” as we call them in house, pay homage to this original wand in a 2 speed or 10 speed version. We love this customer and will always keep them as a focus. We also look to the market that may be curious to try a wand, and have added more contemporary styles that feature a much different look, and different features. The Wand is a classic style but with lifestyle changes and natural manufacturing progression, we took the opportunity to really focus on making sure we had a true and diverse range of wands.

Wand vibrators are experiencing something like a resurgence. How would you explain this phenomenon?
They really are, and I like to think Shibari had a little something to do with it. Wands are a classic, and will continue to be a classic much like the rabbit. For us it has really been about fulfilling an existing customer base, and working on what I like to call “positive wand perception” with new clients. It’s always rewarding to show someone new to our brand a wand like our Mini Halo or Deluxe Mega Wand and see how excited customers get when not only do they see the evolution of the wand, but that there are so many wands to choose from. Features like Water proofing, USB Rechargeable, 20+ speed and functions never stop wowing the customer. The wand also has good credibility as a long standing favourite product that customers are attracted to. * And Jesus, we would also like to thank him for this rebirthing phenomenon. Without him none of these wands would be possible.

Terry McGowan

Terry McGowan, Shibari’s VP of Sales

Which sales channels do you use to market your products?
We are B2B only, and greatly appreciate our distribution partnerships, retailers, and online partners.

Where can retailers buy your products in Europe?
Retailers can contact Scala for Shibari products, they are a full line distributor.

Are there plans to further expand your distribution network in Europe?
As a young brand, we are always looking to grow. We will always continue to thoughtfully explore new opportunities as we strongly support our current distribution partner.

What has Shibari planned for the coming months? Will there be new product releases?
We have several new products on the horizon that I am very, very excited about. Each category is receiving an infusion of new product that complements our current line and brings some strong new features. Very exciting times for us! We will be exhibiting these new items at eroFame in October!

What is your opinion on the current situation in the market? Is there too much hoopla about sex tech?
I think this is such an exciting time for our Industry. We see adult trending from “taboo” to mainstream across the board. People are beginning to recognise that your sexual health is an important topic, and it’s becoming ok to talk about it. You can go into a store like Target now and their sexual health area continues to grow. A few years ago, you could not have gone into a mainstream store like Target and purchased groceries, clothing, camping gear, and adult products all together. There are so many options and resources available now for the customer to engage in this part of their wellbeing, and we get to play such an important role in that.
One of the great things about having a tech product of any kind, is people will always want to see and feel it in person. This helps to support the need for brick and mortar, and continue to foster a new era where online shopping is a major norm. At the end of the day what we do is fun, but we also get to help people and make a positive impact on their life.

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