Twenty-five years ago, Susan Colvin became the first female founder and operator of a sex toy company when she took over a distributor’s small novelty branch by the name of Swedish Erotica, and turned it into what has become one of the pleasure product industry’s leading forces.
California Exotic Novelties was born as a division of the distribution company CPLC and Video Team back when porn videos dominated the adult retail marketplace and sex toys were mostly an afterthought. Relegated to the back of shops and intended to be purchased by male shoppers — who were really mostly there for porn and magazines — sex toys weren’t considered nearly as important to adult retail businesses back then, or to the customers that patronized them. Vibrators were made of hard plastic, had loud motors and very few selling features. They came in basic ivory or black colors and in packaging that lacked the creativity that’s become so common today.
We want CalExotics to continue to be a brand that helps cultivate a happier you.
Even the original Swedish Erotica boxes were plain, inexpensive and uninspired. They were red and yellow with a flimsy window that didn’t really show off the product inside. Colvin saw potential in the marketplace and stepped up to the challenge of re-inventing it by taking a different approach.
The company officially opened its doors in 1994 on the corner of Halldale and Adams Streets in Los Angeles. After six months, CalExotics outgrew that location and moved to Chino, Calif., where it eventually expanded to three buildings, encompassing more than 200,000 square feet.
In 2015, CalExotics relocated yet again to a larger, more efficient, state-of-the-art facility in Ontario, Calif., that is the company’s current home. Boasting two showrooms, an expanded art department and creative areas to improve collaboration amongst its product development team, CalExotics embraces an open office concept throughout its headquarters that encourages teamwork. The company’s marketing departments, along with sales, art, accounting, shipping, purchasing, and other departments, all come together in spacious conference areas to brainstorm together. That first year in the space, to showcase CalExotics’ new facility, and its massive, unified staff, the company welcomed industry colleagues and press for an open house, where a freshly revamped logo debuted and officially marked the company’s renaming to the shortened CalExotics moniker that we know today.
The rechristening of the brand also reflected CalExotics’ evolution to a cleaner, more modern approach to its product packaging, which was already in motion in the years leading up to the official name change. CalExotics’ modern offerings are delivered in packaging that is comparable to jewelry or luxury perfumes.
CalExotics also has embraced the sexual health movement, with product lines such as its Dr. Berman collection of sexual wellness products and the Inspire line, which was made in support of the organization Living Beyond Breast Cancer. The company donates a portion of the proceeds of the line to provide needed programs and services for those who have been impacted by the disease.
Throughout CalExotics’ 25-year history, the company has seen plenty of firsts — including being a pioneer in offering products that cater to women, as well as having an all-women product development team. Among CalExotics’ female executives is Jackie White, who began her career in banking before discovering her knack for sales, and later taking on a new challenge in the burgeoning pleasure products industry. She joined Colvin in the formation of CalExotics, where she’s played an instrumental role with the company ever since. She helped develop the intricacies of the day-to-day operations, contributed to the design of the products and her influence has also driven CalExotics to become a powerhouse in the adult retail business.
Today serving as the vice president of CalExotics, White is involved with every aspect of the company and takes a premiere role in sales, marketing and product development. White has received numerous accolades for her success with CalExotics and contributions to the industry, including a Lifetime Achievement Award from ECN/IVD in 2014, and the Senior Leadership Award at the 2016 XBIZ Exec Awards.
Based on the longtime sales staff that we’ve all come to recognize from their international travels to trade events and store visits, CalExotics could also be considered a breeding ground for talented, dedicated pleasure product executives. Among them is Lupe Martinez, who has been with CalExotics for 15 years. She came onboard as one of the company’s original sales execs, and credits Colvin and White with helping her find her sales groove, which has earned her international success as well as multiple industry accolades. “Always be yourself” is a lesson she learned from White, which has helped shape her approach as a salesperson, and Colvin has served as an overall role model to Martinez, who in her 2017 Women In Adult profile told XBIZ that Colvin “still inspires me. No one works as hard as she does! Susan is an amazing role model. My goal every single year is to strive to be like her and to continue to represent CalExotics with professionalism, dignity and class.”
Colvin is indeed an industry treasure and an inspiration to so many — particularly for the new generation of female entrepreneurs in the sex toy biz. Without further ado, in this exclusive interview with Colvin, we commemorate her ongoing impact on the industry and celebrate CalExotics’ 25th anniversary.
XBIZ: What are the biggest changes in the adult retail industry that you’ve noticed in the past 25 years?
Colvin: Over the last 25 years, the biggest change I have seen in the industry is the cultural shift in the perception of sex and pleasure products — they’ve become more widely accepted. Today, you can find pleasure products at large retailers like Target, CVS and Amazon. These items are becoming more easily accessible and integrated into people’s daily lives. We’re also seeing an increase in open discussions regarding the topic of pleasure products on a variety of mediums including, Cosmopolitan, Huffington Post and other major outlets.
In addition to perception, I’ve also seen a rise in the importance of sexual health, a need for sexual wellness products and a desire for more open discussions on sex and sex-related health issues. As a society, we are very mindful of our overall physical health and wellness, and now this includes our sexual health. Consumers are searching for different ways to enhance their daily lives, including products that aid in sexual wellness. At CalExotics, we’ve taken steps to make this a huge priority. We currently produce a variety of products that help enhance consumers’ overall sexual health, some of which include dilator sets and Kegel exercisers. We’ve also taken this a step further by enlisting the help and advice of sexual health professionals so that we can provide consumers information they need.
This has been an incredible shift over the last 25 years, and I’m excited to see it continue.
XBIZ: Take us back to 1994, when CalExotics was just starting out. How many were on the team? What was it like starting a sex toy company back then?
Colvin: In the beginning, CalExotics started small, with just a handful of people in the office and the warehouse. Many of us wore different hats to accomplish all that needed to get done. It was difficult, but our team was dedicated, and they were willing to do whatever it took to make this company the successful brand it is today. Together, we’ve built an amazing business and just as important, we’ve also grown an amazing family here.
Over the years, we’ve shared lots of love and laughs. CalExotics has become a home for many people who started in entry-level positions and have gone on to leadership roles. We believe it’s vital to foster growth in our employees and celebrate them in their personal achievements. I’m proud to say that many of our original CalExotics employees are still here today: Jennifer Jackson, Howard Metz and Jackie White, the senior vice president of CalExotics.
XBIZ: How have pleasure products evolved throughout CalExotics’ history in the biz?
Colvin: Pleasure products have come a long way in the past 25 years. In the beginning, sex toys were still very much geared toward men, leaving women as an afterthought. CalExotics was set to change that. We began making toys with women in mind and set out to create products with bright colors that were fun and attractive. Packaging also played an important role in our mission to cater to women. We began creating designs that were more feminine and inviting to the eyes. We put the focus on quality, creating products that were powerful, reliable and backed by a warranty. This is now the standard in the industry, but 25 years ago, that was not the case.
XBIZ: How has CalExotics evolved throughout its 25 years?
Colvin: CalExotics has evolved tremendously over the last 25 years. We started out small, just trying to get our foot in the door. We took that and expanded it into a huge business, with over 2,000 products and over 70 employees.
In the beginning, we started to push the envelope on product design and packaging. We created products in pink and purple and made the packing more appealing. We also created products with high-quality materials and ensured they went through rigorous testing before hitting the market. At the time, our approach was radically different than anyone else’s in the industry, but we knew we could do things better. Over the years, this has become the industry standard, and I am proud to say it started at CalExotics.
CalExotics has always been at the forefront of innovation. We’ve had many notable famous firsts, including releasing the first line of waterproof toys, creating a remote-control egg vibrator and having an all-women team of product developers. We did our best to be a step ahead and continue to do so today.
It’s been an incredible journey, and I can’t wait to see what the next 25 years bring.
XBIZ: Do you have a favorite CalExotics product or collection?
Colvin: I have many favorite products and collections from throughout the years. But, my favorite by far is the world-famous Jack Rabbit collection. This collection has been with CalExotics since the beginning, with its roots dating back even further. The Jack Rabbit has grown throughout the years and now offers over 40 styles, including the Original Jack Rabbit and the Signature Jack Rabbit. Every product in the collection has the distinct Jack Rabbit look with added features and benefits.
What also makes the Jack Rabbit a favorite of mine is its mainstream acceptance. The Jack Rabbit is an iconic name, and not just in our industry. Consumers also know it well and ask for it by name. Its popularity and acceptance grew when the now-famous “Sex and the City” episode “Turtle and the Hare” aired in 1998. Though Charlotte didn’t specifically use a Jack Rabbit on the show, rabbit-style vibes, in general, became legendary. As a result, the sales of the CalExotics Jack Rabbit increased dramatically and became a household name. Nearly 25 years later, the Jack Rabbit is one of the world’s all-time best-selling pleasure toys and is at the top of my list when it comes to my favorite CalExotics collection. We’re excited to be adding three new Jack Rabbits to our Jack Rabbit Signature collection this summer.
XBIZ: Do you have a favorite memory with your team or with your clients?
Colvin: I have so many memories over the years, from CalExotics events to customer events and outings. We always had a good time. Some of my fondest memories happen around events like ANME, as it brings so many of my industry friends together. One of my favorite memories was in 2016 when CalExotics partnered with Living Beyond Breast Cancer to create the Inspire line. This partnership means so much to me as the products help so many people from the customers who buy the items, to the LBBC community. During ANME, we presented an LBBC representative, and cancer survivor, with a check for over $18,000. The atmosphere during the event was incredible, and the gratitude from LBBC was something I will never forget.
XBIZ: How would you describe your relationship with your employees?
Colvin: CalExotics is like a family. We work hard together, and we also like to have fun. We celebrate birthdays each month, with lots of cake. We also have fun company events throughout the year. My favorites are always Halloween and the Winter Holiday Party.
Today we have about 70 employees, and eight of those team members have been with us since the very beginning. We also have numerous team members that have been with the company for 15, 20 and 25 years. As a business owner, it is incredible to have so many long-term associates. I appreciate their dedication tremendously.
XBIZ: Tell us about some of the CalExotics’ 25th-anniversary celebrations this year. How have you marked this milestone throughout the year?
Colvin: We are celebrating our 25th anniversary all year long, with a big event happening in July. We wanted to bring our customers and friends together for a fun celebration. We will be having a party at Universal Studios Hollywood. The party will begin with brunch and follow with a fun day at Universal Studios. We are so excited to celebrate with everyone who has supported us over the last 25 years.
XBIZ: What accomplishment are you the most proud of?
Colvin: I’m extremely proud of the brand we’ve built over the years and the impact we’ve made in people’s daily lives. As the first woman to own a novelty company, it brings me so much pleasure knowing that we’re helping not just women, but all people enhance their overall happiness and sexual health. CalExotics has had a huge influence in the industry, and I must credit that to our “Something for Everyone” motto. It’s at the forefront of every decision that we make.
As a company, I’m also very proud of the dedicated people we have at CalExotics. Our team is made up of amazing individuals who work hard and bring amazing talent to the table. Many of them have had the opportunity to grow alongside CalExotics.
XBIZ: What are some of your plans for CalExotics in the future?
Colvin: At CalExotics we are always looking to the future. Our goal is to continue to grow our brand by offering the best products and service. Currently, we are working on new products and collections for the next year. We have some exciting additions to popular collections such as Jack Rabbit Signature, and some brand new collections that we are eager to bring to market.
We’re also working toward making a positive impact in the world by enriching the lives of our team members, their families, and the community. We want CalExotics to continue to be a brand that helps cultivate a happier you.
