“Even if you are not that kinky (yet), it is a very interesting read.”

Parties in Lille, an interview with Mister Leather Europe, and insights into the life of a die-hard Puppy Play lover. Those are just a few of the topics covered in the current issue of the Mister B customer magazine Wings. There are also behind the scenes reports about the inner workings of the fetish brand, and lots and lots of pictures that capture the typical Mister B flair. We wanted to know why the company decided to supplement their brand with a magazine and what readers can expect in the third issue of Wings. Our EAN interview with Tony Varlack answers these questions.

Mister B is about to release issue three of your magazine Wings. How has the reaction to the first two issues been so far?
Tony Varlack: The first two issues were received very well and got a great response. Because of this, we are working on an online version as well.

In case some of our readers are not familiar with your publication yet, which topics do you present in Wings?
The topics in WINGS magazine are very diverse, but the main focus is fetish and gay lifestyle. Even if you are not that kinky (yet), it is a very interesting read. Also, we try to get input and stories from around the world, to learn more about the differences and similarities in the international fetish scene.

Why did you decide to start a print magazine of your own?
We started the magazine as a one-off, to give our customers an inside look into the world of Mister B. Due to the amazing response, we decided to make it a regular thing. Now we produce two magazines a year.

How do you distribute the magazine? Could interested retailers get the magazine to give it to their customers?
We distribute the magazine ourselves. Any retailer who sells Mister B is welcome to order copies of our magazine. There is also a possibility to advertise in the magazine as well. We cater to a very specific target group that is normally hard to reach.

Mister B offers a wide variety of products – do you want to address all your customers with Wings or have you focused on specific audiences?
Actually, our intent is to speak to a wide audience, but of course, you have to have some connection with gay lifestyle or fetish. But you don’t have to be a scene insider. For instance, I showed the magazine to my mother and she read it front to back. Even though our topics are sex-related and our products can be quite hardcore, we stay away from hardcore pornographic content.

One of the strong points of Wings is its photography and artwork. Which message do you want to convey to your readers?
Thank you for the compliment, the photography indeed is an important element for us. For each photo shoot, we try to do something different but still keep it in the Mister B style. Sometimes a picture says more than a thousand words.

How important is it for a brand and especially for Mister B to offer more than just products, but also speak to your customers on an emotional level?
Today, customers expect more than just a product; for us, it is all about the experience. The Mister B experience is something you can find in our promotion, our shops, our magazine, and our events.

Would you say that the image of Mister B has stayed the same since it was founded or have there been changes over the years?
The image of Mister B at its core is the same but of course there have been some changes. Mister B started as a single shop in Amsterdam in 1994 and it has grown a lot since then.
Also, our target audience has changed due to the fact that fetish is getting more mainstream. We try to create a broader assortment that is still in line with the Mister B image. As a company, we try to evolve along with our customers without forgetting where we come from.

Creating a customer magazine of such quality is quite costly and complex. Why it is worth the effort?
To be honest, yes, it is a lot of work but it is also a lot of fun. Expanding our visibility and brand is definitely worth it. Some invest a lot of marketing money into posters and flyers, we try to provide the customer with something extra.

Can you give us a preview on Wings, issue three? Which topics and products will be highlighted?
At the moment, we are very busy finishing the third WINGS issue, and we have some great topics. For example, an interview with Daniel Dumont, the secretary of the ECMC, stories about electro play, restraints and a very funny column about someone’s first fisting experience. Next to that, we have our category WE LOVE TO where we describe our favorite cruising spots, parties, and travel destinations. The third issue will be released in February at Leather Pride Belgium, and will be distributed all over Europe. Do you want to be featured in WINGS or are you interested in advertising? Please contact wings@misterb.com.