Ray Hayes with Award

“There was massive interest in the range.”

Looking for something that really stuck out of the massive range of interesting new products at eroFame is not an easy task, and probably not a fair one, either. But if there was something that turned an excessive number of heads at this year’s show, it was undoubtedly the Pornhub Collection. Ray Hayes, Vice President of Trade Sales at Ann Summers, tells us more about the products, the feedback from the trade, and future plans for the collection.


 

Ray, are you happy with the way eroFame went, and did the premiere of the Pornhub Collection meet your expectations?
Ray Hayes: Absolutely delighted as the Eropartner stand on where we were located was extremely busy. With regard the expectations around the Pornhub Range, they were more than easily surpassed. I have never witnessed anything like it. Simply amazing. I lost my voice!

Was there great interest in the new collection? What kind of feedback did you receive?
There was massive interest in the range. In particular, the quality and power of the toys, the Interactive toys generated a great deal of interest and approval. There were quotes of ‘A great partnership’, ‘Who does not know Pornhub’ to ‘Awesome’ and many more positive comments.

This collection is the result of a collaboration between Pornhub and Ann Summers, which means there is a lot of potential to be mined. Do you feel that the trade members aware of this potential?
Oh, absolutely and when the marketing support explained even more so.

Pornhub is a giant marketing and promotion machine, but does this effect extend beyond the internet? Can brick and mortar retailers also benefit from this kind of promotion?
Indeed, it can as it is a way of driving footfall into bricks and mortar stores (and many have their own website) The store locator will be of massive support.

Female-friendly products and couples’ toys are still a big focus of our industry. But the Pornhub brand does not really fit in with these trends, does it?
It actually does as ‘couples’ fits all types of couples. The Interactive toys are a prime example.

The next item on the agenda is launching the Pornhub Virtual Collection. What can you tell us about this project?
As touched on above, this is the future and the response was one of amazement. The toys were met with great approval and visitors to the stand loved them. There are always people who are looking for the next sex toy. I look at mobile phones as an example and see how they have progressed even in the last five years. These three toys are due for launch imminently. We have produced a great video to generate understanding that can be used on websites or in store.

“There are always people who are looking for the next sex toy.”

The collection covers all the big categories, so – what is there left to add to the brand? Which new product categories would make sense for the Pornhub collection?
A product developer’s job is never done – whether it’s looking to update and optimise existing ranges or introduce completely new concepts … watch this space. I believe that is where the expertise of the Ann Summers Development team comes to the fore. Let’s not forget how knowledgeable Ann Summers is given we are the oldest, and largest retailer in the UK…. watch this space!!

As far as distribution of the products in Europe is concerned, you have teamed up with Eropartner and Orion. Why did you pick these two companies?
I have worked with these companies in the past and they are extremely professional and work together as partners. They are also well known by all retailers. This I can vouch for by the incredible number of enquiries at the show.

Are there plans to work with other distributors as well?
In a word, Yes. That said, we are not looking to be stocked by everyone. The market is only so big and too many distributors just dilutes the business. The enquiries at the show to be a distributor was flattering as people realise the opportunity.

What type of support can the trade members (brick and mortar and online) expect in terms o POS materials, product training, etc.?
We have FSDUs, retailer display packs, display units, trade marketing support, videos…

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