Shots opens Shots China to strengthen global supply chain, OEM development, and retailer growth
Shots has officially announced the opening of Shots China, marking a major strategic expansion of the company’s global operations and strengthening its position as one of the most internationally active organizations in the sexual wellness industry.
With products now sold in 98 countries worldwide, the expansion represents far more than a regional office. It is part of a broader long-term strategy focused on strengthening manufacturing partnerships, accelerating product development, improving supply chain efficiency, and creating stronger commercial opportunities for retailers and distribution partners worldwide.
The opening of Shots China establishes a direct operational presence closer to manufacturing, allowing the company to move faster, improve quality control procedures, optimize sourcing, and accelerate innovation across both branded and private label product categories.
For retailers, the investment is designed to deliver tangible commercial advantages in an increasingly competitive market where speed, availability, pricing flexibility, and margin protection have become more important than ever
A Global Structure Built for Growth
The expansion follows more than a decade of international growth.
Ten years ago, the launch of Shots America transformed the company from a European organization into a global player with direct access to one of the world’s largest and most competitive retail markets. The growth achieved through Shots America significantly increased the company’s international scale, purchasing power, manufacturing capabilities, and operational reach.
Today, the combination of Shots Europe, Shots America, and Shots China creates a global operational structure spanning Europe, North America, and Asia. Few companies in the sexual wellness industry operate on this level of international integration across sourcing, product development, logistics, quality assurance, and distribution.
This global structure allows Shots to respond faster to market trends, strengthen inventory management, accelerate product launches, and create more efficient supply chain operations for customers worldwide.
Strengthening Manufacturing and Supply Chain Control
Unlike traditional sourcing offices, Shots China has been established as a fully integrated operational hub focused on manufacturing partnerships, product development, quality assurance, compliance, sourcing, OEM and ODM development, and supply chain coordination.
By operating closer to production, Shots gains greater control over the entire development process, from initial product concepts and packaging development to manufacturing consistency, logistics coordination, and final delivery.
The result is a more agile and efficient supply chain capable of supporting faster innovation cycles, improved stock availability, and stronger operational performance.
For retail partners, this translates into shorter lead times, more responsive product development, improved availability, and healthier margin opportunities.
Expanding OEM and Private Label Capabilities
The expansion also significantly strengthens the company’s OEM and ODM capabilities.
Retailers, distributors, and brand owners can now work directly with the combined teams of Shots Europe, Shots America, and Shots China to develop exclusive products, custom brands, tailored assortments, and private label concepts supported by global sourcing expertise, compliance management, quality assurance, packaging development, and international logistics infrastructure.
As private label demand continues to grow across the global sexual wellness market, the new structure allows Shots to support customers with greater speed, flexibility, and manufacturing efficiency.
Regional Warehouse Operations in Asia
As part of the investment, Shots is also establishing warehouse operations in China to support customers throughout Asia and surrounding regions directly from local inventory.
The new warehouse infrastructure is designed to improve stock availability, reduce lead times, strengthen regional distribution capabilities, and create faster supply chain responsiveness for customers operating throughout the Asian market.
Combined with the company’s existing European and North American operations, the new facility strengthens the overall efficiency and scalability of the global Shots organization.
Built Around Retailer Profitability
The sexual wellness market continues to evolve rapidly.
Retailers today face increasing advertising costs, growing marketplace competition, pricing pressure, and rising operational expenses. In this environment, margin protection and supply chain efficiency have become critical factors for long-term retail success.
By strengthening its operational position closer to manufacturing, Shots is able to create more efficient pricing structures, improve development speed, optimize logistics performance, and support stronger margin opportunities for retail partners.
The expansion reflects a broader shift within the industry, where global scale, manufacturing proximity, operational efficiency, and supply chain control are becoming increasingly important competitive advantages.
Leadership Perspective
According to Hein Schouten, CEO of Shots Europe, the investment reflects the company’s long-term vision for the future of the business.
“The opening of Shots China is not about becoming bigger. It is about becoming better. By bringing product development, sourcing, quality assurance, and supply chain operations closer together, we can move faster, innovate more effectively, and provide stronger support to our customers worldwide. This investment strengthens our ability to help retailers and distribution partners compete in an increasingly demanding market.”
Ruben Deitz, CEO of Shots America, sees the expansion as a natural next step in the company’s global development strategy.
“Over the past decade, Shots America has played an important role in expanding the scale and international reach of our organization. The opening of Shots China builds directly on that foundation. Together, our operations across Europe, North America, and Asia create a truly global platform that strengthens manufacturing partnerships, accelerates development, and allows us to support customers on a much higher operational level.”
A Strategic Investment for the Future
With operations spanning three continents and products sold in 98 countries worldwide, the opening of Shots China represents one of the most significant strategic investments in the history of the company.
By connecting Europe, North America, and Asia into one integrated operation, Shots is building a faster, more scalable, and more efficient global supply chain designed to support the future growth of retailers, distributors, and private label partners worldwide.
