Risqué business

Caroline Zepackic
October 13, 2014

WHEN we hear the term “family business”, we usually think restaurant, independent grocery store or beauty salon.

But the business that IT professional Chris runs with his mother Ann and several other staff is a little different: it’s an online Australian store that sells adult toys, lingerie and accessories.

“I met a guy who sold sex toys online and being a web developer myself, I was curious,” Chris says.

“When he told me some of the numbers they were putting through, I knew I had to investigate more, and from there SexToys247.net.au was born.”

Chris did his research and in late 2008 SexToys247.net.au opened its virtual doors. Business took off quickly and he soon realised that he was going to need some help with his new enterprise, so he employed his mum to help with customer service and to manage the picking and packing staff.

“She now runs most of the day-to-day operations which frees me up to focus on strategy, planning and building the business,” Chris says.

SexToys247.net.au is one of the biggest online sex toy shops in Australia. Since 2009 they have delivered over 200,000 orders to customers all around Australia — from remote properties in WA and Qld to every major city in Australia.

Chris expected the industry to be competitive and cut throat and has been surprised by how down-to-earth, fun and friendly all his fellow retailers are.

He’s also been surprised by how open some customers are about their sex lives.

“We had a 70-year-old lady who lives in a nursing home call up for advice on buying a vibrator,” he recalled.

“She was very candid about what she likes, and while it might seem strange to an outsider, we ended up having a long chat with her and in the end she bought an iVibe rabbit vibrator by Doc Johnson.

“We also get people with prostate cancer calling in, asking what toys they might be able to use to help improve their sex life, or help them recover post operation. One of the worst side effects of prostate surgery is that arousal can become difficult,” Chris continues.

“We generally recommend not only the obvious penis pumps and cock rings to help improve blood flow, but also hollow strap-ons for guys, which enable them to have sex with their partner. The psychology of this problem can have as much of an impact as the physical limitation — feeling like they cannot make their partner sexually happy — a strapon allows them to still have sex and be intimate with their partner.

“It maintains the fun, and from the feedback we get, sometimes the change is great for their sex lives.”

Chris goes on to explain that adult toys can be useful for therapy and that SexToys247 sometimes get referrals from surgeons who do prostate surgery. Being unable to achieve an erection can be devastating for some guys.

“They often feel hopeless and depressed: ‘I can’t even please my partner anymore’. I’ve had it said to me a few times,” Chris says.

“And while it might seem weird, once you get past the stigma, a strap-on is awesome to help people in this situation. Get past the stigma — you’re still there, giving your partner pleasure, and in many ways that can be very satisfying to the man who’s doing the giving.”

Chris also runs a website in Europe and he finds that Aussies are a lot more conservative than Europeans.

“We are so far behind the UK in terms of open awareness of sex and sex toys. They are seen as porn here, but really they’re just aids to help people improve their orgasms, and have more fun,” he says.

“In Europe there’s a lot more kink. Leather, latex and fetish gear are quite popular in Ireland, for example. Australia is very conservative — everything from a small cock ring onwards gets a giggle.”

In terms of Australian trends, Chris says that the release of Fifty Shades of Grey saw a massive surge in sales of light fetish kits and ben-wa balls, as featured in the book. He also says that the mining boom in WA and Qld was not just good for mine owners, it was also a bonanza for his business, with a big increase in male sex toys, like strokers and masturbators, being sent to remote mining towns.

Chris has learned that people from all walks of life buy sex toys all year round, but that Christmas is one of the biggest weeks of the year for sales.

State-by-state favourite sex toys

VIC: They love their penis pumps. They also enjoy top-shelf toys.

NSW: Has a certain penchant for large dildos and anal toys, when compared to other states.

QLD: Stockings, costumes and lingerie.

SA: Fetish gear and light BDSM is more popular in SA than in other states.

WA: Masturbators and strokers.

NT: Men’s toys, but generally orders are smaller, lower value items.

TAS: Rabbit vibrators.

Bestsellers in the gay male market

1. COLT Anal Douche

2. Pjur Back Door Relaxing Anal Glide (30 ml, w/ jojoba, silicone based)

3. Ram Ring Kit – Double Black