Over the summer, German wellness group Triple A purchased premium pleasure brand Fun Factory’s entire product portfolio, inventory, patents, designs, and brands as part of an asset deal that went into effect Oct. 1.
Founded in 1996, Fun Factory was among the first manufacturers to offer innovations that have since become standard in the pleasure industry, such as rechargeable toys and its Click ’n’ Charge magnetic charging cable. Creating items made of medical silicone in bright, welcoming colors, Fun Factory has also played a role in shaping design trends that have helped erode taboos surrounding erotic toys.
In parting with the brand he founded, Fun Factory CEO Dirk Bauer said he was confident leaving it in the hands of Triple A, which currently delivers its products to over 80 countries, serves over 1,000 major customer accounts, and is represented in over 100,000 shops and drugstore chains.
“With this sale, I am saying goodbye to the industry and am pleased to know that the brand will be part of the successful environment of the Triple A Group in the future,” Bauer signed off.
Announcing the acquisition in July, Triple A CEO Sven Pelka revealed that Fun Factory was planning for “seamless and improved availability with goods produced exclusively in Germany.” More recently, Pelka sat down with XBIZ and shared details on what upcoming changes and improvements Fun Factory’s retail clientele can expect.
XBIZ: Please tell us about your background before joining EIS/Satisfyer/Triple A. What drew you to the company?
Pelka: Prior to joining Triple A Group, I built my career in strategy, commercial marketing, and procurement with leading companies like Adveo and Office Depot, overseeing operations that generated over 2 billion euros in annual revenue. What convinced me to join Triple A Group and the Satisfyer brand was the relentless focus on innovation and customer-centricity. The vision to push boundaries within the sexual wellness sector, combined with their rapid global growth, really resonated with my passion for expanding markets and delivering breakthrough solutions. The opportunity to drive the evolution of a leading brand like Satisfyer was an exciting challenge that I was eager to take on.
XBIZ: What are your top priorities as you begin this new chapter with the company?
Pelka: To continue fueling our growth and solidifying our position as market leaders in the sexual wellness sector. This involves strengthening our innovation pipeline, expanding into new markets, and ensuring we remain ahead of evolving customer needs. The recent asset deal with Fun Factory plays a crucial role in these efforts, as it enhances our portfolio with new technologies and innovative products. I am also focused on optimizing our operational excellence and creating a seamless integration of Fun Factory’s assets into our overall strategy while maintaining the brand’s unique identity.
XBIZ: How will EIS/Satisfyer/Triple A’s acquisition of Fun Factory benefit retailers and consumers?
Pelka: Retailers can expect a broader and more diverse product portfolio, thanks to Fun Factory’s rich history of innovation and high-quality designs. By bringing Fun Factory under the Triple A umbrella, we’re giving retailers access to a unique combination of cutting-edge technology and Satisfyer’s extensive market reach. Fun Factory’s iconic Stronic technology and pioneering designs will create new, exciting opportunities for retailers to engage with consumers seeking the latest in sexual wellness products.
We’ve also addressed a major consumer concern: price. Fun Factory’s products, once considered too expensive, are now available at a much more attractive price point, making high-quality, pioneering products more accessible. For retailers, this means offering a high-end brand with an unbeatable price-performance ratio, backed by exclusive technologies like the Stronic patent, and a significantly higher margin than before. Consumers benefit not only from innovative designs but also a lifetime warranty on Fun Factory products — a first in the industry. This ensures durability and peace of mind, further enhancing the value proposition. Overall, it’s a win-win: better pricing, more innovation, and stronger customer loyalty.
XBIZ: Do you plan to maintain each brand’s identity?
Pelka: Maintaining Fun Factory’s distinct identity is crucial to this deal’s success. We deeply respect their legacy of nearly 30 years of innovation and have no intention of diluting it. Our goal is to enhance it. While Fun Factory will benefit from Satisfyer’s distribution and global reach, its unique voice, design ethos, and technologies — like the Stronic line — will remain intact. We are committed to preserving what has made Fun Factory such a beloved brand while empowering it to reach even greater heights. The asset deal strengthens both brands, allowing them to play to their strengths while benefiting from each other’s reach and expertise. Fun Factory’s reputation for innovation and quality complements that of Satisfyer.
XBIZ: What innovations can we expect from Satisfyer and Fun Factory in the near future?
Pelka: You can expect both brands to keep pushing boundaries. Satisfyer will continue its tradition of award-winning designs, with a strong focus on elevating the user experience. Our aim is to stay at the forefront of the sexual wellness industry, continually setting new standards for pleasure products. We will shortly introduce to the market the new Satisfyer Kiss series, featuring lipstick-shaped 3D Air Pulse vibrators with a super-quiet magnetic engine, and products with our new Robotics Technology, which mimics the sensation of a finger caressing the G-spot.
We’re particularly excited about expanding Fun Factory’s patented Stronic technology and bringing new product ideas to life. There will also be new, attractive prices and improved margins, ensuring greater profitability for retailers while maintaining the high-end brand’s quality and innovation.
XBIZ: How do you envision the future of the pleasure industry, and what role will Satisfyer and Fun Factory play in shaping it?
Pelka: The future is bright, as societal acceptance of sexual wellness continues to grow. Consumers are becoming more empowered and educated about their sexual health and pleasure, which is creating opportunities for brands like Satisfyer and Fun Factory to innovate and lead. We see sexual wellness becoming a mainstream category, increasingly available in places like drugstores and major retail chains. Both Satisfyer and Fun Factory are perfectly positioned to shape this future by offering products that not only meet but anticipate the evolving needs of consumers globally. Through constant innovation, a focus on quality, and a commitment to accessibility, we intend to remain at the forefront of this industry’s evolution.
