Established in 1999, CB-X is widely recognized as “the world leader in male chastity,” with a signature collection of designer devices that redefined the marketplace, consumer-friendly materials and pricing that made the fetish more accessible to curious buyers. Now a household fetish brand, the once-family-owned company recently underwent changes in ownership with a group of Utah-based venture capitalists taking over operations as of Jan. 1.
According to CB-X director of sales Michael Tullis, although the new owners don’t possess previous experience in the adult retail industry, they do have significant experience in revitalizing businesses.
“We’ve previously worked with manufacturers of motorcycles, big watercraft — it’s all the same business, engineering is engineering,” Tullis said. “It’s been a fascinating learning experience getting to know the industry.”
The first task on the new owners’ list was to stabilize web sales and distribution.
“We are already seeing great things happening — sales are growing,” Tullis said. “Participating in XBIZ Retreat (in January) put me in a position to meet a lot of people in a short amount of time.”
Once the initial introductions are made, Tullis says he takes a no-nonsense approach to sales.
“Either you want it or you don’t,” he said, noting that for many, the male chastity fetish is considered complex and is often misunderstood.
A major part of taking ownership of the 20-year-old manufacturer is becoming familiar with the niche product category and its shoppers.
“We’re reaching out to people that can teach us about the niche — buyer demographics, attitudes etc.,” Tullis said. “This is the hardest industry to do that in. Everyone keeps that information close to the chest.”
Luckily, with a reputation like CB-X’s, the new company owners are finding it easy to stay on top of their game.
“It’s an established brand that’s figured out how to grow within the industry,” Tullis said. “Sales are continuing to grow; our online and retail sales are growing. We recently added five new distributors and have five more targeted around the world.”
Prior to CB-X’s entry into the market, male chastity devices were generally made of steel and had to be custom-fit by the maker. These factors drove the cost of the devices upwards of $1,000. CB-X decided to use a hypoallergenic, medical-grade polycarbonate material instead of steel to create a lighter device that was more comfortable for long-term wear — and long-term wear — and had the added benefit of being less expensive than steel devices. The use of a polycarbonate material also had the advantage of allowing wearers to travel without setting off metal detectors by replacing the padlocks with the numbered plastic locks from the kit.
CB-X was also able to reduce costs by removing the need for custom fitting by creating a design that allowed the customer to adjust the device to the proper fit without the assistance of the manufacturer. That same design feature had the extra benefit of allowing CB-X to manufacture its devices on a large scale, which resulted in further savings that were passed on to the consumer. The current CB-X male chastity line ranges from $149 to $159.
All CB-X device packages include a cage (the term for the penis-shaped housing), various-sized pieces that facilitate the user’s self-customization, and a storage pouch. In addition, each device comes with a metal padlock and five individually numbered, one-time-use plastic locks for customers who need to pass through metal detectors. Additional plastic locks can be purchased as needed.
The flagship CB-6000 device is available in a variety of shades, including clear, chrome, wood, pink and camo finishes. The chrome and wood finishes look as if they were made out of the respective materials they are named after but are actually made from the same polycarbonate material as the clear version. The CB-6000S, which features a smaller cage, is also available in a variety of finishes.
As far as new products are concerned, Tullis says CB-X has no plans to veer away from its classic, bestselling chastity devices. “Adding bells and whistles doesn’t change the purpose of the product,” he said. “Our main objective is to maintain the brand’s quality and to stay the course.”
The future of CB-X also includes expansions into new regions such as South America and Asia.
“Every day we’re seeing sales all over the world,” Tullis said.
CB-X’s new owners also are hoping to widen the appeal of chastity devices with new marketing initiatives that show off the fun, playful and erotic side of male chastity. The brand’s website features the new tagline: “Master Your Mister.”
“We want to change the image to one that’s fun,” Tullis said. “There are all kinds of fun and interesting ways to use chastity devices.”
For those who are unfamiliar with chastity devices, or feel intimidated by them, Tullis likens the process of reaching new audiences to that of running for office.
“Similar to a politician that wants to get people to vote for him or her, it’s a process,” he said. “With a male chastity device, many times the customer has already made the decision to try it and we advertise in order to reinforce that.”
CB-X chastity devices are patent-protected. However, the company has encountered counterfeits proliferating on Amazon. To combat the problem, Tullis says CB-X launched a campaign to remove all unauthorized product sales, and narrowed it down to a single authorized seller.
Looking towards the future, CB-X is focusing on bolstering adult retailer tools as well as education for consumers — which, Tullis says, is the key to the niche category’s expansion. In addition to a regularly updated blog on the company’s website, CB-X also offers a selection of YouTube videos that detail how to use chastity devices as well as offer tips on how to choose the right device and the perfect fit.
Retailers can expect to get a boost from revamped product packaging, as well as display models that will allow shoppers to see the devices in their full glory.
“We have new posters and catalogs coming,” Tullis said. “We’re revamping all of it.”
