“Can you name any leading sex toy brands?” demands director Anil Dominic. RB, alas, cannot. “That’s because the market leaders know nothing about branding. These companies are old fashioned. They still think it’s all about T&A [tits and arse]” Nexus has seen 500 per cent growth and a third year turnover of £1.6m off the back of a totally new approach to sex toy marketing. The products are aimed at heterosexual men and couples so packaging is kept clean and neutral. To the uninitiated, the best-seling Nexus Glide would look perfectly at home in a Heal’s catalogue! Perhaps in the “kitchen” section. A Nexus anal toy will set you back between £45 and £85, compared to a benchmark £25 for most sex toys. “By avoiding the tacky, eighties packaging, we can charge three to four times more for our products,” says Dominic. “That’s a 3000 per cent mark up for us.” Forty per cent of Nexus toys are bought by couples, 30 per cent by gay men and 30 per cent by single heterosexual men, and those with health issues such as impotence. (“Our products allow men with erectile dysfunction to achieve orgasm,” clarifies Dominic.) The market is booming. Dominic increased the Nexus range from two products at launch, to 15 last year, with 16 more due to launch in the next three months. The director is aiming for market saturation. “It’s the Unilever approach,” he says, “Even if you don’t like Surf, you’ll probably buy Comfort or Cif. That’s why we’ve got such a range of styles, colours, toys for novices and more boutique ranges.” Dominic believes that having a wide range also helps draw in impulse shoppers, who are drawn to the wealth of choice on offer. “It’s a narrow crack in the wall, but we’ve got through it,” he quips. www.nexusrange.com
We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.