eventTons of positive feedback for Scala'sin-house show
page 46
interviewRobert Strzelecki talks aboutEROtrends 2014
page 88
interviewRay Hayes (Lovehoney) on the pop phenomenon that is Fifty Shades of Grey page 128
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ThaiFest 2014 – Renowned exhibitors and numerous
members of the Russian erotic retail trade meet in
Thailand for constructive business talks and an open
exchange of opinions and suggestions between in-
dustry and trade.
A few weeks ago, the erotic industry raised its collective eye-
brow when Pipedream acquired the US brand Jimmyjane.
Such moves pique the interest of the market, and in our inter-
view with Nick Orlandino, he indicates that this may not have
been the last acquisition for Pipedream.
Page 96
Page 52
Page 138
Already at the age of 15, Zoltan Body took his first steps to make
money. How he went from selling coffee and contraceptives to
working in the wholesale segment of the erotic market
is an interesting story.
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Russian wholesalers, retailers, and leading producers from all over the world met on February
14, 2014, for one week of ThaiFest. The event took place at the Lak Seaview Resor t & Spa in
Thailand. “Beyond any doubt, we can say that ThaiFest is now a fixture of our industry, an
almost traditional event for the erotic market. Like last year, ThaiFest took place in beautiful,
hospitable Thailand, which made for a per fect combination of business and relaxation for all
the par ticipants,“ explains Leonid Fishman, organiser of ThaiFest and owner of Astkol-Alfa.
Even bigger, even better - ThaiFest 2014 was
a success across all metrics
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ThaiFest 2014: It's all The Russian erotic market meets in Thailand
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53
The event was sponsored by com-
panies from many different coun-
tries: Topco Sales, Doc Johnson, Shirley
of Hollywood, MD Science Lab, Jim-
myjane, Svakom, DanaLife, Softland,
FHU Matar (Passion), Shunga, Lelo, Ko-
rea Toy, Diogol, Inverma, HOT, Baile,
Protek, Rosparfum, Klubnichka, JSMe-
dical, Le Frivole Costume, and Nature
Touch. After the event, all the partici-
pants expressed their satisfaction, and
they weren't sparing with praise, espe-
cially for the organisation of ThaiFest
2014 which was even better than in
the past. All the official elements of
the event programme were pro-
ductive and effective, and the enter-
tainment programme was also a
E V E N T
exclusive
about the atmosphere!
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great success as all the participants enjoyed the big lun-
ches and dinners for everyone. The focus of these joint
meals was to foster the communication between exhibitors
and trade members, and that definitely yielded the desired
effects. The participants unanimously stated that the con-
versations over food and drink had been very informative
and fruitful. Also, many new products were presented to
the Russian trade, and strong brands explained their sales
techniques. Svakom, for instance, was at first met with
slight scepticism by the Russian market players, however,
that reserve quickly evaporated after the company's big
presentation, and interest in the brand increased throug-
hout ThaiFest. Manon Vallée (Shunga) and Alina Oniga
(Jimmyjane) also impressed the participants with a great
presentation that even included a sales training course –
which was so popular that the audience even recorded it
on their smartphones to show it to their employees later
on. Shirley of Hollywood representative Eric Schlobohm
was very happy with the feedback his company received
as well, and the trade members also offered helpful advice
that will certainly help Shirley of Hollywood to become
more successful in the Russian market. At first, many visitors
didn't know what to make of the MaleEdge and Jes-Ex-
tender brands, but when Klaus Pedersen explained the
advantages of these penis enlargement products, the
people began to see the potential of these brands. Randy
Withers of Swiss Navy had brought the new Je T'aime line
to Thailand, consisting of luxurious lubricants, and Softland
presented new designs of their Softline Collection and an
appealing support package that is going to help the re-
tailers present the brand in their stores. Passion had also
come all the way from Poland, and they presented the
54
new packaging design, new materials, new cuts, and new
seizes. Long-established companies such as Topco Sales
and Lelo attended ThaiFest as well to introduce their latest
products and get first-hand feedback from the trade
members who offer their range in Russia. HOT, represented
by company CEO Christian Huber, also focussed on new
items during their presentation, and based on the audi-
ence response, interest in these products will rise quickly.
China-based Baile served as the prime example for the
impact ThaiFest can have, after all, the sales figures of
their Pretty Love line had almost doubled since the last
event one year ago. So it is no wonder that the list of com-
panies who sought direct contact with the Russian trade
in Thailand was incredibly long.
As mentioned before, the focus of ThaiFest is on commu-
nication among the participants, be it during the official
programme or outside the event schedule. This non-stop
communication resulted in a massive exchange of expe-
riences between Russian trade and industry members and
the producers who visited the event and who were also
ready to answer any question the retailers and wholesalers
might have for them. Summing up the event, Leonid
Fishman says: “No other show in the history of our industry
can offer a similar experience. The industry members can
present their companies and products to the trade, offer
sales training courses, and get invaluable feedback in
face-to-face conversations with the people who are selling
their products to the consumers in the store. For the entire
duration of ThaiFest, you can talk to anyone and have in-
depth discussions against the incredibly beautiful backdrop
of Thailand. For the trade members, on the other hand,
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In-depth conversations between retailers
and producers are what make ThaiFest so special
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ThaiFest is an opportunity to learn about the latest products
and to partake at training courses hosted by the true ex-
perts of our market. There is no question that could not be
answered, no problem that would not be solved.”
Natalia Skovorodova, member of the organisation com-
mittee and CFO of Astkol-Alfa, added: “From a financial
point of view, ThaiFest is a very expensive event, of course,
and our job is to keep the costs as low as possible. Howe-
ver, there are things where you shouldn't be counting every
penny. Things such as health and education. While plan-
ning ThaiFest 2014, I realised how important this event is
for the development of our industry. It is a unique platform,
a new and exciting amalgamation of communication,
training, education, personal exchange, and an extraor-
dinary atmosphere. Often, we are asked: What is the secret
behind this friendly and happy atmosphere? Well, maybe
the secret is that we don't look at ThaiFest as a commercial
project! We are simply inviting friends to meet other friends.
ThaiFest begins long before the participants arrive in Thai-
land. It begins when these people from the Russian and
the international erotic industry meet at the airport. Throug-
hout the event, they live together, they get to know each
other, they learn to understand each other. There is always
an air of sadness when the event is over and they go their
separate ways again, but not to worry: By that time, we've
already started working on the next ThaiFest.“
After the arrival in Khao Lak, all the participants of ThaiFest
2014 were invited to the Shunga Welcome Dinner, which
was basically the first opportunity to get to know each
other. Lyubov Sorokina, member of the organisation com-
mittee and CEO of FishEro, and Vitaly Moroz, chairman of
the organisation committee and sales director at Astko-
Alfa, broke the ice by telling little stories about every parti-
56
cipant. The producers were introduced individually, with a
flag of their country and the corporate logo. Manon Vallée,
sponsor of the Welcome Dinner, had created special aro-
matic candles for this occasion which sweetened the re-
laxed atmosphere even more. Over the course of the
next two days, the focus was on personal conversations
between retailers, wholesalers and producers who pre-
sented their companies at their own “booths.” The trade
members and manufacturers exchanged lots of personal
experiences and shared advice and ideas. On the fourth
day, sponsors DanaLife, FHU Matar, and Protek, invited the
participants to a boat cruise, allowing them to marvel at
the awe-inspiring island landscape of Thailand. On the
sixth day, there was a conference titled “The Ugly Truth”,
hosted by Leonid Fishman. Despite the name, it was a
very relaxed event in and by the swimming pool, during
which the trade and industry members talked about the
important topics of the Russian erotic market for five hours.
On the final day, everybody gathered for the Farewell Din-
ner, sponsored by Jimmyjane, then the participants set
out to the airport to return to their home countries.
Statements by sponsors and participants:
David Yu (Svakom):
“Svakom was very pleased with the results. We really
thought the time that everyone got to spend together
outside of the business hours, with all the games and
events, was a very unique experience that helped us
establish relations while having fun. We can't wait to be
back next year!!”
Eric Schlobohm (Shirley of Hollywood:)
“Thaifest II was another great event presented by the team
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Klaus Pedersen (DanaLife) explains the great
potential of his MaleEdge and Jes-Extender brands
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of Astkol Alfa. We had the opportunity to get direct feedback
from over 100 of the top adult retailers in Russia, show our
latest collections, and give some background information
on the 65-year family history of Shirley of Hollywood.”
Krzysztof Woliński SoftLine Collection):
“The second edition of ThaiFest underpinned its unique
character. This event offers a valuable opportunity to meet
face to face with dozens of customers in the Russian mar-
ket, all in one place, with a shared focus on business and
a willingness to share experiences and important informa-
tion about the market.”
Hannah Lin (Topco Sales)
“It was not just about business. It was bringing everybody
into this big happy FAMILY, which is exactly this industry’s
spirit. The atmosphere is excellent, and way better than I
expected; however I’m looking forward to the BIG order to
say “YES, our expectations are 100% fulfilled”. In general, it
was an amazing and successful event. I can see this gro-
wing bigger and more successful in the near future.”
Klaus Pedersen (DanaLife)
“We participated at the Thai fair with our MaleEdge and
Jes-Extender brands, and overall we had a successful ve-
nue with Astkol. As with other wholesaler in-house fairs, both
for the Russian market and other markets, it´s very impor-
tant to meet resellers/retailers directly. The mix of business
days and more social days/outings served as a good way
to get to know people themselves as much as their busi-
ness. The manufacturer-to-retailer dialogue is specifically
valuable in order to get our “most-important” brand and
single-product pointers across to the sellers. And of course,
the market-feedback we get is very valuable. Almost all
of it was positive, and we believe that our continued push
in Russia will be a success.”
58
Randy Withers (MD Science Lab)
“A great event allowing the clientele of Astkol to meet the
manufactures in an relaxed environment. With this setting,
we were able to not only reinforce our brand identity, but
also to really discuss how to make money with our products.
How to position them against competition. The most im-
portant consumer points. Really how to SELL our products.
I think the shop owners really enjoyed this process and will
use the information they gained. As a result, they will sell
more of our products.”
Artyom Baghdasaryan (Sexyshopping.ru)
“There were significantly more suppliers of goods than at
ThaiFest 2013. The official business part of the festival was
organised in the best form of communication. Small "round
tables" contributed to the informal and open communi-
cation. All the questions were asked directly during the
conversation and were answered immediately and just
as directly. Despite the heavy workload, the suppliers were
all pleased because they saw a real interest in their pro-
ducts from current and potential future customers. We le-
arned many new things, not only about new products,
but also about the properties and methods for the sale of
existing products. Everything was unobtrusive and very pro-
ductive.”
Dmitry Korobitsyn (Supplier of Happiness)
“ThaiFest is a unique opportunity to communicate directly
with the manufacturers. We must understand that it is so-
mewhat different from what happens, for example, at the
exhibitions in Moscow or St. Petersburg, although it is basi-
cally the same people who attend them. The format of
ThaiFest implies the participation in half-hour mini-master
classes with groups of 5-8 people, i.e. a very personal
touch. Besides, for a few days, you encounter these people
face to face every day and on an every day basis, you
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Great atmosphere
at the boat cruise
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can refine / clarify some points,which often do not come
to your mind at the other shows where you only have limi-
ted face time. This is an opportunity to immerse into com-
munication with other market participants for a few days,
and thanks to the fact that people come to Thailand from
different regions, the communication is not based on
competition - on the contrary, everybody shares experi-
ences and best practices freely.”
Alexei Gaiduk (Intim Shop)
“ThaiFest-2014 was certainly a success, and it was even
more interesting than the previous one. Everything went
just fine! All participants received training in addition to
powerful and positive energy, which is very important in
our business! This can certainly be attributed to the organi-
sers. I would like to point out the work of Vitaly Moroz - he is
the master of his craft! Not for a moment would he back
and just relax. The conference that was presented by Leonid
Fishman was very helpful as an "informal" dialogue, plus, it
offered feedback to improve our mutual understanding.
It’s high time to implement the idea of establishing the As-
sociation. Cooperation will be mutually beneficial!”
Vyacheslav and Valeriya Alexeevs (You and I)
“ThaiFest! What surge that word can start! Indeed, a great
event! Constructive, professional communication, new
knowledge, new friends, new perspectives, well, and of
course, rich events and relaxation!
The organisation is beyond praise - every day of the festival
was planned down to the smallest detail. We appreciate
that the morning time was free and we could spend a
few hours at sea, and in the afternoon, in the heat, we
gathered in a cool conference room and talked with re-
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presentatives of the world's top producers in the sex industry.
Daytime debate smoothly flew into similarly interesting
night meetings between representatives of the sex industry
in the pool, where lively debate about vital professional
topics unfolded. over a drink. I want to thank “Astkol-Alfa"
in general, as well as Leonid Fishman, Vitaly Moroz and all
the representatives of “Astkol-Alfa" who organised a
wonderful event for us! Thank you very much!”
Tatiana Voracheva (Mirorgazma.ru)
“I was lucky to attend this wonderful event ThaiFest 2014.
Each day of the festival was filled with positive atmosphere
and communication with interesting people. The venue
chosen was awesome, the hotel was beautiful, and the
weather was great. Each event was thoroughly planned
and organised, the organisers worked perfectly, and I’m
grateful to them for that! The first days of presentations
were so informative and interesting that the time just flew
by. Representatives of the companies held presentations
for their products that were really exciting and relaxed. I
have learned a lot, and apart from that, I received a lot of
gifts and surprises.”
Sergey Ivanov (EROS):
“I would like to point out some facts that are strictly my
personal experience and may not coincide with the
opinion of the other 130 participants of ThaiFest-2014.
Two days of seminars and sales training from manufactu-
rers take first place on my list, and I think it’s a super solution.
It’s for the first time I have seen such a format (hall, scheme,
booths, stories, personal communication, etc.). Everyone
was incredibly interesting to talk to. You could find some
subtleties about the products, ask about the establishment
of the company, the appearance of the brand, develop-
ment plans. Unfortunately, two days are not quite enough
for me personally, although I attended both days from
start to finish. There were at least 7 booths I had no time to
visit. I want to say thank you to all attendees for their parti-
cipation! I hope that my suggestions and those of my col-
leagues will help make the products more comfortable,
presentable, and also improve their quality! With the same
quantity of booths, and with an average time of 45-60
minutes spent at each booth, I would suggest increasing
the number of training days to three. And don't forget to
factor in some breaks as well.”
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Debate in the swimming pool
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