Robert Rheaume

“I think the look and price point of COMMAND is very approachable for a wide audience.”



What do mountaineering equipment and BDSM products have in common? A whole lot, says Robert Rheaume, president of Sir Richard’s: The people who buy these products set great store by quality, durability, and safety. You don’t want a knot to loosen at the wrong moment in either situation. Focussing on the aforementioned criteria, Sir Richard’s developed COMMAND, a line of BDSM products. Robert tells us more about the new collection in our EAN interview.


 

Sir Richard’s recently presented a new collection called COMMAND. What types of products does this collection include?
Robert Rheaume: The COMMAND Collection from Sir Richard’s was created for serious BDSM enthusiasts. It is a line of premium restraints, made with high-density nylon and stainless steel rivets that are extremely strong. The line consists of 10 products that are interchangeable for optimum versatility and control.

COMMAND took its inspiration from mountaineering equipment. How is this reflected in the products?
This is true. Many of the premium products in the premium BDSM sector are made with leather. We wanted to create something different that was premium and appealed to men, yet was different than what was out there. By using a high-density nylon, the straps are all incredibly strong, industrial strength, yet they have a smooth, soft surface feel that won’t scratch the skin. The metal and attachment components are made with stainless steel and solid rivets. These industrial strength carabineers paired with the nylon are very similar to what you might see in the climbing or Outdoor category.

COMMAND

COMMAND is made for any man who wants to explore the world of BDSM

Why does quality play such an important role when it comes to restraining gear, and how do you make sure that the customers get the quality they want?
Well for one, the product materials have to be strong enough that they won’t tear or break while in use. A lot of BDSM and fetish play is about the ceremony, and typically you will see that people want to invest in a premium experience that fits into the role they are playing. Restraint play is about changing the mindset during the experience, and the products that are used during this experience play a role in that. We wanted to offer customers a premium experience and unique product, and I think we did that with COMMMAND. The products look cool and just by feeling the weight of them you can tell the quality of materials. BDSM play is very tactile and these products reflect that.

How would you describe the target audience for Sir Richard’s COMMAND line?
COMMAND can be used by anyone, however as you can see from our packaging and sizing, they were designed to cater to men who are interested in exploring BDSM. Some of the products could be considered for the more advanced BDSM user, such as the suspension pieces or Body Binder Kit, though the handcuffs and a few other items are great for the entry-level user.

Compared with other types of adult items, restraining gear could be described as a niche product. How will you make sure that COMMAND appeals to a wide audience? Or is this collection designed to appeal only to men who are already into this fetish type of pleasure?
We feel that there is an audience that seeks out fetish gear. I think the look and price point of COMMAND is very approachable for a wide audience. While some of the items are more advanced, items like our HEAVY DUTY CUFF or CUFF & COLLAR SET are more approachable.

“A lot of BDSM and fetish play is about the ceremony, and typically you will see that people want to invest in a premium experience that fits into the role they are playing.”

How many products are there in the COMMAND line right now? Are they all different types of restrains, or are there also products for different uses?
We currently have 10 items in the line including, cuffs, collars, binders, restraints and one strap on. We tried to provide a lot of versatility in the line, covering the basics, but also offering unique experiences such as suspension and under the mattress restraints. The entire line offers multiple restraint experiences, and with the stainless steel D rings and carbineers they can be easily connected together for versatility and customisation.

The products in the COMMAND line can be combined with one another. Should they be seen as a set rather than stand-alone products?
Definitely, they are meant to be combined if desired. We don’t want to dictate the experience our customers are going to have, we want to offer options for them to explore. Many of the products can easily be clasped and connected together.

Is the COMMAND line indicative of the direction that Sir Richard’s wants to take in regards of product categories and branding?
We have taken Sir Richard’s from a condom company to a complete line of premium, below-the-belt products for men. We look at Sir Richard’s as offering something for everyone and covering men’s protection, pleasure and maintenance.

Sir Richard's Command BDSM

The products in the COMMAND collection can all be combined

Even though Sir Richard’s condoms have been on the market for quite some time, it is still a young brand when it comes to non-condom products. How would you describe the progress the company has made since being acquired by Diamond Products?
We are really proud of the expansion of Sir Richard’s and the products we have put out. Our ELEMENT Line of rechargeable toys for men, has been really well received and we now have a full line of consumables to accompany it. I think the line addresses multiple facets of men’s sexuality and that wouldn’t have been possible without the acquisition by Diamond Products.

What are Sir Richard’s plans for the European market? How do you intend to make this the go-to brand for men?
With the condoms, though we meet all standards, there are some restrictions. With our ELEMENT and COMMAND line, we have much more free range and are excited to see how the items are received. The brand is less known in Europe, because the condoms are not as widely distributed there, so we are excited to introduce to Sir Richard’s to the EU market as a fresh new brand for men.

Will we see further products in the COMMAND line or another Sir Richard’s line in the upcoming months?
We do have plans to add to the COMMMAND line. We’ve done so much with the brand in the past year we are looking forward to seeing the response, but also always looking to the future.

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