Venus Intimate: Refreshed Focus

The European trade show market has been split in two in a move similar to that which toy manufacturers, retailers and buyers already have experienced in the U.S. With the longrunning VENUS show taking place alongside B2B-focused newcomer eroFame, each show made sure to leave a distinct impression on attendees. This year’s VENUS Intimate trade event did exactly that for the boutique pleasure brands leading the way in adult product innovation.

Straying from the traditional booth lineup show floor, VENUS employed a unique horseshoe shape surrounding a central lounge that provided attendees, buyers and vendors a comfortable and quiet area to hold meetings and conduct private discussions.

Walking into the show almost felt as though you were waltzing through an enormous luxury sex toy boutique, with each booth being its own section of the ‘store’.

“We had a constant influx of clients finding their way to our booth, where we could show off new products to new clients, write up orders and engage in the exchanging of ideas,” said Memo Vega of German high-end sex toy designer Fun Factory. “Our layout permitted us to hold several simultaneous meetings with speakers of different languages presiding over their own area of the booth, allowing for people of all cultures to speak to someone fluent in their native language.”

The booths themselves, void of the piped-and-draped tables often associated with adult trade fairs, were open and easily accessible, allowing each brand creative space to showcase its products similarly to how they’d be displayed within an adult retail shop. This, many vendors said, was key to the show’s success.

“Walking into the show almost felt as though you were waltzing through an enormous luxury sex toy boutique, with each booth being its own section of the ‘store,’” said Alicia Relles, North American sales and marketing manager for boutique pleasure product designer Je Joue. “This made it possible to meet with every key buyer on our list without the rushed booth-side clamor that vendors often experience at traditional trade shows.”

The central lounge, complete with green plants, leather furniture and refreshments, was filled with a who’s-who from the adult retail market in the U.S. and abroad, including boutique product distributor Entrenue; top customers from Japan, South America, Europe and the U.S.; and even top-selling sex author Tracy Cox.

This year marked VENUS’s first run of educational seminars, featuring Good Vibrations’ Carol Queen, top education-based retailers from Europe and the U.K., and the designers behind the world’s innovative intimate product brands — including Fun Factory, Je Joue, Njoy and OhMiBod.

Relevant topics discussed included the changing retail market and adjusting store space to be more female- and couples-focused; maintaining product value while preventing heavy mass-retail discounting; and how European retailers can catch up to and learn from the sex-positive educational movement currently being led by the U.S. retail market.

This year’s annual VENUS Awards were supplemented by a cocktail party hosted by Je Joue in a 17th-century Berlin manor house with a veranda that allowed partygoers to enjoy Berlin’s unusually warm 90-degree Indian Summer.

The party was attended by sex toy designers, retailers and sex educators, including Cox, Queen, Lisa Mazurek of Entrenue, and the buyers from Babeland and Pink Cherry.

“This was a real coming of age for Je Joue,” Relles said. “We showed our new seven-toy-strong range with redesigned packaging, new point-of-sale displays, and even came home with VENUS’ Best Design Innovation Award. That was the icing on the cake!”

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

Active Media Execs Discuss Specialized Approach to Sexual Stimulants Market

Active Media is the creation of CEO Richard Hall, who founded the company after many years in the adult VHS and DVD distribution sector. Hall entered the adult industry in 2004 when he found himself feeling unfulfilled in his job with the Better Business Bureau.

Colleen Godin ·
opinion

Why Inclusivity in the Pleasure Industry Is More Important Than Ever

2025 has kicked off with a series of unsettling events. Tension and anxiety are high across North America as the unknown impact of tariffs, climate change and attacks on human rights loom ominously. In times of unrest, seeking pleasure is not frivolity but necessity.

Sarah Tomchesson ·
opinion

2025's Top Tech Trends That Adult Retailers Should Know About

I just got back from the National Retail Federation’s Annual Convention & Expo, also known as “Retail’s Big Show,” where I walked the floor, sat in on key panels, talked with industry experts and influencers, and did my best to sift through the b.s. so I could report back to you all on the things you need to care about.

Sean Quinn ·
opinion

Understanding the Importance of Graphic Design in Sexual Wellness Social Media Marketing

In the world of social media, graphic design is more than just making things look visually appealing — it’s a vital tool in shaping and maintaining a brand’s identity. Your social media is your storefront, so aesthetics mean everything.

Hannah McManus ·
opinion

How Adult Retail Is Shaping Sexual Health One Customer at a Time

Remember back in health class, when they taught us about boundaries, consent and how many nerve endings are in the clitoris? Of course you don’t, because it didn’t happen. In fact, sex education is still severely lacking in much of the U.S.

Kimberly Scott Faubel ·
trends

Meet the Up-and-Coming Pleasure Brands of 2025

Over the past year, the pleasure industry has witnessed the emergence of new brands across various adult retail categories — brands that are now entering 2025 with ambitious goals for success and growth in their sophomore year.

Ariana Rodriguez ·
profile

WIA Profile: Nefertiti Mitchell

Local retailers are the backbone of the pleasure industry. Driven by passionate business owners who are deeply dedicated to sexual wellness, brick-and-mortar stores serve as safe spaces that uplift and delight customers — while greasing the wheels of commerce for manufacturers and distributors.

Women In Adult ·
profile

Industry Vet Mike Savage Discusses Comeback, Goals With Full Circle Distribution

"We never know where life’s going to take us,” says Mike Savage. He should know. The pleasure biz veteran, who describes himself as “a poor Irish kid from Philly,” first made his name in the adult retail biz over the course of a nearly 40-year career.

Ariana Rodriguez ·
profile

Sensually Yours Founder Shellee Rose on Boosting Sex Positivity in Hawaii

Honolulu pleasure store Sensually Yours has served Hawaii for 40 years, establishing itself as a top destination for adult products. Founder and President Shellee Rose says her most important strategy for achieving four decades of success has been prioritizing customers.

Quinton Bellamie ·
profile

Gregory Dorcel on Building Upon His Brand's Signature Legacy

“Whether reflected in the storyline or the cast or even the locations, the entertainment we deliver is based on fantasy,” he elaborates. “Our business is not, and never has been, reality. People who are buying our content aren’t expecting reality, or direct contact with stars like you can have with OnlyFans,” he says.

Jeff Dana ·
Show More