In 1973, Texas lawmakers prohibited the sale of or promotion of “obscene devices,” which they defined as "a device including a dildo or artificial vagina, designed or marketed as useful primarily for the stimulation of human genital organs." Technically, the law is still in effect, which makes the story of Bob and Dawn Strother all the more interesting. Because in 2010, the Houston-based couple became members of the Adam & Eve franchise, the nation’s largest marketer of adult products.
Fortunately for the Strothers, a U.S. district judge released a report some years ago declaring the law “facially unconstitutional and unenforceable.” Today, they are able to facilitate the transaction of adult novelty products without fear of legal repercussions. Some might even argue it’s a smart business to get involved in regardless. And according to certain reports, people in Texas are among the leading buyers.
Consumers are becoming more aware and demanding of value.
“Our Houston stores perform well,” says Bob. “Even though it’s located in a conservative state, Houston is a metropolitan area. Most people are familiar with Adam & Eve.”
Sex toy sales weren’t always on the agenda for the Strothers. The duo is originally from Louisiana, and married right out of high school. “Dad told me that if I couldn’t go to sleep without her, then I better be married,” quips Bob, whose father just so happened to be a southern Baptist preacher. Bob ended up heading to Texas for college, to play baseball. Despite having received offers of her own, Dawn followed. They’ve now been married 33 years and have three daughters together.
Becoming parents may have even helped spark some curiosity regarding the “sexual wellness industry” among the Strothers. After the birth of their third daughter, Dawn underwent a hysterectomy. Bob hopped online in search of ways to aid her recovery. He found that exercises designed to strengthen the pelvic floor, also known as “kegel exercises,” are often recommended to women after undergoing the procedure. Adam & Eve, as it so happens, has entire category of toys dedicated to the matter.
Of course, the logistics behind their actual entry into the industry were slightly more transactional. After school, the Strothers returned to Louisiana. Bob worked as a policeman for about 13 years. Dawn was working in accounts receivable for a distribution company. Eventually, the two of them ended up working for the same power line company, where they worked their way up to the top. The company ended up selling to the Huntsman-Fay Group of Investors in 2010. Bob started searching the web for franchise opportunities. And that’s where he stumbled across the Adam & Eve logo. “I found it interesting,” he says. Of course, he also had savings on his side. On average, it takes around $172,000 to open an Adam & Eve retail store.
The duo has had a successful run so far. Their stores perform well. Being located in a city helps, they say — although that also lends itself to more competition. A quick search on Google for sex shops in Houston yields more than 45 results.
Still, Adam & Eve has cemented a well-respected place in the industry. Brand recognition can go a long way. That, coupled with their discreet online delivery options makes the brand even more appealing to potential shoppers.
The biggest challenge seems to revolve around inventory control. Buying the right amount of product to move can be a gamble. And, of course, knowing what products to invest in takes a certain amount of self-education, and that can be time-consuming. Figuring out the most optimal way to display the goods also takes a certain amount of savvy.
Finding locations to rent can also be a bit challenging, especially in more conservative pockets of the country. “It’s not always easy to find property owners willing to dispel their perception to allow us to operate,” says Bob.
Though, the number of people who take issue with the nature of the franchise might be shrinking. The company admittedly aims to serve “Middle America.” However, the individuals within this category tend to sway towards the upper class. According to their statistics, the average customer is married with two children, and is a gray or white-collar worker between the ages of 25 and 59. Typically, they are college-educated and earn slightly higher than the average household income.
Women also seem to make for a pretty reliable customer base. According to statistics collected by the company, around 20 percent of women masturbate at least once a week. Sixty percent of them do so with a sex toy. Seventy-eight percent of women in relationships have used a sex toy. In fact, married women are more than twice as likely to use a vibrator. While traditions may have kept women quiet concerning their sexual needs in the past, certain trends have helped coax them out of the closet and into the stores. After “Fifty Shades of Grey” was released, sales in bondage sex toys spiked by more than 50 percent.
Another evolution the Strothers have seen within their own stores revolves around quality. “Consumers are becoming more aware and demanding of value,” says Bob. As of today, luxury brands like We-Vibe, The Rabbit Company and Nu-Sensuelle rank among the location’s top sellers, he added.
The couple remains happy with the path they’ve chosen. Still, as is the case with any job, finding balance can be somewhat of an obstacle. “At some point, it becomes more than about the money,” he says. “The challenge is finding a way to pay the bills, and enjoy yourself and your family.” According to Bob, the challenge revolves around “winning,” and winning often manifests itself in multiple ways.
