From new annual trade shows in Barcelona and Malaga to the expanding international reach of Spanish sex toy brands, distributors and retailers, Spain continues to establish itself as the up-and-coming European hotspot for the pleasure industry to conduct business — and providing sales reps with yet another reason to take a “work-cation” in the country is one of the major players in the growing Spanish market: Dreamlove Distribution.
From Dreamlove’s headquarters in Carmona, in the Spanish province of Seville, International Head of Sales Francesco Daniele shares some of the company’s history.
We’ve established strong relationships with important brands, ensuring we always have the best products available.
“Dreamlove began in 2009 with a limited range of products,” says Daniele. “But from its inception, founder and CEO Mario Romero aimed to offer a wider variety of erotic products, including sex toys, lingerie and massage oils.”
Initially focused on serving the Spanish market, the company established its first distribution center in Seville. Daniele recalls the modest, 1,900-square-meter building as the starting point for the company’s growth and expansion.
“Over time, we developed our own brands, and we now offer around 90 different home brands in our catalog, including cosmetics, BDSM gear and toys like Oninder and Ibiza,” he notes.
As more European adult retailers became aware of the distributor’s product range and flexibility, Dreamlove’s customer base came to include countries like France, the U.K. and Germany, quickly outgrowing Romero’s original vision.
“Thanks to the quality of its products and excellent customer service, Dreamlove quickly made a name for itself in the market,” says Daniele. “Over the years, the company has established itself as a leading brand in the erotic industry, continuing to grow and expand, bringing pleasure and fun to homes across Europe.”
Today, Dreamlove offers products from manufacturer partner brands like Je Joue, Fleshlight and Tenga, as well as its own collections and designs, such as the Ibiza and Oninder lines of sex toys, Bruma sensual cosmetics and LivCo lingerie.
“We’ve established strong relationships with important brands, ensuring we always have the best products available,” says Daniele. “Our customers appreciate our variety, and we are always open to new collaborations with interesting brands.”
Daniele joined Dreamlove around five years ago as a member of the international sales team, handling markets such as Italy and Greece.
“I was initially attracted to the adult business because I saw it as a market that brings joy to people’s lives, helping to improve sexual health and satisfaction,” he shares.
After two years, he was promoted to his current role as international head of sales. Daniele now manages a team of four people and focuses on meeting the needs of all international customers. His staff provides support in five different languages and always remains focused on customer satisfaction.
As Dreamlove marks its 16th anniversary in 2025, Daniele says his sales numbers demonstrate the company’s continued popularity across Europe and well beyond the continent. He is confident that the company will continue growing and reaching new markets, thanks to its determination and ability to meet customers’ ever-evolving needs, especially in technology and logistics.
“One key to Dreamlove’s success has been its ability to adapt to the needs of online customers,” says Daniele. “The company has pioneered offering synchronized drop-shipping to stores and integration solutions for its online clients, facilitating order management and enhancing the shopping experience.”
Dreamlove’s brands, which range from the decorative glass designs of the Nebula line to Oninder, a collection of app-friendly toys that connect to the company’s own social network for long-distance play, offer a one-stop shop for retailers seeking a little bit of everything for their customers.
“Customers are always looking for novelties, so we invest heavily in new technologies for our brands,” says Daniele. “As people’s needs change, we continuously seek feedback to improve and offer the best in terms of price and quality.”
Daniele and his team are always eager to greet their clients in person, whether at trade shows worldwide or on their home turf. With true Spanish hospitality, Dreamlove headquarters opens its doors for the company’s annual Showroom Experience, a big event where customers can spend the day with the distributor, discover new products, receive specialized training and enjoy lingerie catwalks and Spanish food and wine.
According to Daniele, the locals have warmed up to modern attitudes toward sexuality, leaving behind Spain’s reputation as an old-school bastion of strict Christianity.
“Spanish consumers have become much more open in recent years, moving away from ancient standards,” says Daniele. “Many older, more secretive adult shops have transformed into sexual wellness boutiques, and people feel quite free to shop for what they need. We are getting closer to the culture of Northern European countries, which is very positive.”
As Dreamlove garners further recognition within the industry, Daniele and the Dreamlove team want to make one thing abundantly clear: Dreamlove’s success is measured not only in sales but also in customer satisfaction.
“Our goal is always to improve and offer the best products and services to our customers, both physical and online,” Daniele affirms. “We’ve recently introduced our Shopify plug-in to make online selling easier for our customers.”
Daniele says his team will always be on hand for anyone who wants to conduct business.
“Despite the challenges posed by the Ukraine war and the Israeli-Palestinian conflict, we believe it’s still possible to reach more customers in different countries while taking care of our current clients,” he says.
As Dreamlove looks to the near future, Daniele sees his team’s primary goal as unchanged since the company’s 2009 debut: to offer products that not only meet but exceed customer expectations.
“We always prioritize our customers, adapting to their needs to ensure the best relationship between quality and price,” concludes Daniele. “With a clear vision and a dedicated team, Dreamlove is well-positioned to continue its expansion and remain a leader in the erotic products market.”
