Playful Icebreakers Spark Serious Business for Miami XBIZ Retreat Attendees

MIAMI — From a casual welcome reception at Miami’s Grand Beach Hotel to a creative speed networking session to break the ice, candid panels and dozens of creative in-suite product displays, the first two days of XBIZ Retreat blended business, connection and just the right amount of fun.

The event kicked off on the evening of Monday, May 12, with a lively reception featuring hors d’oeuvres and an open bar. The atmosphere was warm, collegial and refreshingly low-pressure. Vendors and buyers mingled, breezily reconnecting or making first-time introductions as they traded informal previews of what was to come over the next few days of curated one-on-one meetings and social events.

Day 1 opened with a twist on the usual icebreaker: a playful, nontraditional speed networking session that asked attendees to pick who in the room they would most want to party with, hire or send on vacation. While most took the opportunity to shout out new friends and future collaborators, some got cheeky — naming their bosses to be sent away on vacation and swearing they’d never admit to wanting a competitor out of the game. It was an energetic start to a day full of focused conversations and fresh brand discoveries.

“The way speed networking was conducted this time was very effective,” said Janra Distribution Purchasing Director Megan Swartz. “Sitting next to a first-timer, I knew he appreciated hearing that I was a first-timer as well.”

Day one of XBIZ Retreat concluded with a tropical-themed happy hour sponsored by Fleshlight that included a mermaid swimming in the pool, caricature drawings, flowing drinks and appetizers.

By the second morning, attendees had already hit their stride. During breakfast, XBIZ Retreat’s retail panel brought together a mix of buyers from brick-and-mortar stores and major distributors to talk trends, customer feedback and what’s working in stores right now. From pricing shifts to product placement strategies, the panel offered valuable insights into the current state of the adult retail business, setting the tone for another packed day of meetings, product showcases and brand-building momentum.

Retail Revelation

The event’s panel discussion moderated by COTR’s Kim Faubel and featuring ECN’s Chad Jenny, Kristi Colon from Lovers and Hustler Hollywood stores, Eldorado’s Antonia Pappas and Rachel from the Fascinations retail chain discussed the current state of the adult retail market.

During the session, panelists explained that the market has remained relatively strong despite economic challenges, with classic and new products continuing to sell well. Categories like penis toys, dildos and bondage items have seen particular growth. Additionally, retailers reported that customers continue to seek new and innovative products, with a strong demand for items that offer a premium experience.

The buyers shared that their decisions are influenced by factors like pricing, quality, packaging and maintaining a fresh product assortment. They noted that rewarding and empowering store employees is crucial, as sales staff are on the front lines interacting with customers. Maintaining strong relationships and partnerships throughout the supply chain is also considered paramount, enabling transparency and the ability to quickly adapt to changing market conditions.

Looking ahead, the panelists anticipated further innovation in the industry, particularly around AI and interactive technology in sex toys. They saw products that can learn and adapt to individual users as providing opportunities for more personalized and intimate experiences. Some expressed cautious optimism about the potential of these advancements, while also emphasizing the need to maintain appropriate boundaries and ensure that the technology enhances rather than replaces human connection.

Overall, the panelists expressed a sense of resilience and growth potential for the adult retail market. They reflected on the industry’s history of weathering economic and social challenges, drawing parallels to past periods of adversity that the sector has successfully navigated. Despite uncertainties and obstacles, the panelists conveyed a shared optimism about the future of the adult retail market and its ability to continue evolving and thriving, driven by the strength of the relationships and partnerships that define the industry and a commitment to meeting the changing needs and desires of their customers.

“There’s always going to be a place for us,” Jenny said at the panel discussion’s conclusion. “There will always be room for development and there will always be a home for like-minded individuals like ourselves to come together to continue pushing this industry forward.”

Hot Reveals

As always, the latest Miami edition of XBIZ Retreat brought together a diverse group of vendors from across the adult retail landscape. The format, centered on intimate one-on-one meetings, allowed brands to dive deeper into buyer relationships and product education than traditional trade shows typically allow. From luxury lubricants and pleasure products to bondage gear and performance underwear, each vendor had a distinct story to tell and a mission that reached beyond product sales.

Aria is a fresh face in the industry, launched just three months ago by two marriage therapists: Dr. Amy Clark, a doctor of marriage and family counseling and an expert in emotional wellness; and her husband, Roy Clark, a seasoned entrepreneur. Their brand goes beyond lubrication to promote full-spectrum intimacy, inspired by their book “The Four Intimacies.”

“We wanted the bottle to be able to be displayed on your nightstand, to remind you of how beautiful your intimate life is,” Clark said. “Generally, our female clients want to have more conversation, our male clients want to have more sex. This is the perfect gift for couples. We’re obviously not just selling lubricant — we’re selling the whole experience.”

Each lube bottle includes a conversation card, doubling as a bedside reminder of connection and pleasure. The high-end lubricant is designed to be luxurious, almost lotion-like, with a water-based version and travel pack on the way. Aria recently partnered with Emily Morse, whose platform will feature the product in upcoming podcast visuals. With a price point of $69.95, Aria is firmly positioned as a premium, relationship-centered brand.

U.S.-based bondage gear brand Sportsheets introduced buyers to its new Sex & Mischief collection of lace-print restraints and fetish accessories such as the Lace Hush hood, which features removable straps at the mouth. The collection’s collar doubles as a stylish choker, while other additions include a spreader bar. Regional Sales Representative Julia Harney emphasized the brand’s commitment to “setting retailers up for success” by equipping them with everything they need to know about the products. Along with retail staff trainings, Harney also highlighted Sportsheets’ packaging, offering comprehensive information. 

Japan-based bondage brand Liebe Seele is on a mission to blend traditional Japanese artistry with high-end fetish gear. The brand’s name pays tribute to Germany’s famous bondage scene, translating into German a Japanese phrase that means “love from soul.” The brand offers handcrafted designs and products made of genuine leather and snake skin. One standout item — a feather-light leather whip, perfected over two years with the guidance of a professional Japanese dominatrix — exemplifies the company’s commitment to craftsmanship.

Liebe Seele incorporates erotic illustrations in its marketing imagery, some of which it offered on silky scarves and magnets for visitors to take, in a neon-lit showcase.

“We combine bondage with erotic art, which you can see on the magnets and posters done in traditional Japanese style,” Liebe Seele’s Alan Li said. “These are all our original illustrations.”

With a strong presence in Europe and Japan and new interest from North American buyers, Liebe Seele seems poised for growth.

A staple in the space, Sliquid is undergoing a quiet evolution. A rebrand of Sliquid’s massage line under its Balance collection will debut in July, with new labels, upgraded fragrances and a more luxurious feel. The team is also rolling out a tester program, a flavor flight of three new natural lubricants, and a retailer training course.

“We’re creating a comprehensive course and will provide a certification upon completion,” Michelle Marcus, VP of sales and merchandising, explained. “We’ll have shirts made up — we know that the retailers love wearing shirts. For us, it offers brand exposure, but for them, it elevates them and their staff as specialists. So when people are shopping, you also offer them the educational aspect. They have certification to be able to talk to you about it.”

With a focus on diabetic-friendly, sugar-free, naturally flavored lubes, Sliquid is doubling down on both health-conscious innovation and deepened retail engagement.

“It’s not as easy as you would think to come up with good flavors, because they really have to support themselves on their own and because our formulas are all natural,” Marcus added. “Diabetes is a growing concern today. So to be able to offer that in a flavor is definitely a standout for us.” 

Another new brand at XBIZ Retreat that got its start in the pleasure industry by tapping into viral trends was Sugar Splash, which gained traction during the “kitty juice” wave and made a splash with its 9 Pines shots, intended to make body fluids taste sweeter. The brand combines cheeky product names with unique formulations, featuring ingredients such as Miracleberry and a dental anti-gag powder repurposed for oral play.

The family- and friends-run business even collaborates on creating products together.

“My brother-in-law was going to culinary school, and they made them take Miracleberry when they cooked dishes so that they would understand the sweetness profiles of food,” Sugar Splash CEO Shane Stott said. “Literally, when I was testing, I was like, ‘Why haven’t they done this in the sex world?’”

Upcoming product releases include a saliva-inducing spray. At XBIZ Retreat, the company showcased pineapple-themed decorations throughout its suite, with Stott admitting he received help from industry colleague Megan Swartz of Janra.

Also on hand was Shinesty. Originally an ecommerce giant with over 9 million pairs of Ball Hammock Pouch Underwear sold, Shinesty has been making its mark in adult retail with supportive underwear and apparel in bold prints. From raunchy patterns like gummy bears in various sex positions, to more subtle prints like “Pollination Station” with vulvas as a floral pattern, to a camouflage print with hidden silhouettes in sex positions, to mainstream styles that can retail at hardware stores, Shinesty’s styles are all made of soft modal fabric, while the brand’s boxer pouch technology offers a flattering fit and support.

Shinesty’s Martin Schack found XBIZ Retreat’s one-on-one format to be very different from the typical trade shows he attends.

“There’s always so much that is involved, from the setup to just constantly hustling,” he shared, adding that XBIZ Retreat’s meetings are an ideal way to introduce a brand to buyers. “Because even if they don’t buy it, it’s like: ‘Look, you’re going to take a sample, you’re going to love our products and you’ll know who we are.’ We build the brand and broaden awareness in the business, and they’re at the evening events to hang out with so it’s a lot more intimate.”

Lingerie and apparel brands were out in full force at XBIZ Retreat, including Roma, the company behind Playboy’s official lingerie, bunny costumes and new swimwear line, Embracing its deep roots in the American garment industry, Roma makes all items in Los Angeles, insulated from global tariff volatility — a major selling point, says Sales Director Sarah Konkel. Designs range from rhinestone-covered sets for festivals to classic cozy sleepwear. Designed for multigenerational appeal, the Playboy branding ensures instant retail recognition, and upcoming packaged formats will be a boon for stores with limited space.

Meanwhile, body stocking and lingerie brand Mapale emphasized quality, fit, and function. With factories in Colombia and a woman-led team, the brand caters to women who want to feel empowered and stylish — not just sexy for the male gaze. The company’s hosiery stands out for its floral detail and durable design, offering a one-size solution that fits a range of customers without sacrificing comfort. With strong retailer feedback, Mapale’s affordable, high-margin products are meant to fill a strategic gap for stores not primarily focused on lingerie.

“This was my first show and the social events that XBIZ Retreat offered really help a lot,” said Mapale Account Executive Isabel Brito. “They allow everyone to connect and actually get to know each other. Sometimes at shows, it’s hard to get to know people beyond the meetings, but I’ve made a lot of connections with everyone. The meetings went great.”

For male pleasure brand Maxtasy, the value of the Retreat lay in building relationships rather than chasing immediate orders. Facing the reality of a tough economy and limited budgets, the brand’s reps said they appreciated the slower pace and deeper connections, and were able to put their emphasis on feedback, honest conversations and cultivating brand loyalty. With an understanding of pricing pressures and evolving buyer expectations, Maxtasy’s Michelle Liss said the company has positioned itself to be nimble, real and open to growth through collaboration.

As a niche leader in prostate pleasure, Aneros has continued to reinforce its strong brand reputation while introducing new products to fresh audiences. XBIZ Retreat gave Aneros access to buyers unfamiliar with the brand but eager to learn. With 25 years in the industry, Aneros is recognized as the original prostate toy company, and its messaging remains centered on high-quality products, educational support and brand trust.

“It’s always great to hear such positive feedback from our customers and those who are interested in starting to engage with us,” Aneros’ Robert Stevens said. “They say things like, ‘I’ve heard about you. I know you’ve been around, but I just haven’t had the opportunity until today to actually learn more about your brand and who you are.”

Inside the Full Circle suite, buyers were introduced to the company’s new collections of premium realistic strokers and power-packed vibrating massagers. Full Circle’s variety of retail-friendly packaging was also a highlight at the show, featuring luxury boxes with striking photography. Buyers appreciated the depth of the assortment and the opportunity to connect one-on-one in a relaxed setting.

“Buyers really connected with our vision — they see how this line stands apart from what’s already out there,” said Full Circle VP of Sales and Marketing Briana Watkins. “They love the bold, elevated packaging, the unique product design and the fact that we’re covering multiple categories with intention. More than that, they recognize our passion and what we bring to the table in terms of partnership, growth and reliability. Getting to have those focused conversations away from the noise of a trade show made a real impact.”

As is traditional, this latest edition of XBIZ Retreat focused on building relationships between attending buyers and vendors. Between a fun icebreaker introducing attendees to one another, and an educational panel discussion bringing everyone up to speed on key issues impacting the sector, it was clear from the very beginning that the first two days of the event were off to a great start.