Egida is a new Russian manufacturer

Russian version

The company aims to meet the needs of customers in that part of the assortment that will go beyond the boundaries of ideas about sex and pleasure.

Not sex toys, but consumer goods

The second large federal retail chain has already announced its entry into the 18+ market. Now DNS and the Golden Apple will sell everything from lubricants and oils to dildos and smart gadgets for pleasure and intimate health care.

There is no doubt, in the 21st century, sex no longer surprises anyone, on the Internet you can find any information about a product and immediately pick it up in a suitable store. But if there is a demand, there is also a supply. Now it's up to the manufacturers to give out the goods that people will buy not only in sex shops, but also in these stores.

Director of the company Natalya Volkova tells in more detail how she sees such development of the industry.

Why 18+?

We have a large group of like-minded people and opportunities across the country, and this helps to understand the directions in which we want (or can) develop. It all started with the fact that fellow guys offered leather goods, showed the production, we analyzed the market – and then the idea arose with accessories in the style of BDSM. Precisely “in style” – they are more likely for the entourage and creation of a female image, rather than for usage directly in the process.

How did you find a sales market?

In Russia, the idea of sex as something shameful is still quite strong, so until recently our goods were exported to the United States and Europe. This is an understandable market with stable demand and the ability to implement ideas. We just threw offers on thematic sites and that's it – the process started.

Why Russia now?

We ourselves are from Russia, our business lives here. We see the market growing. In the last couple of years, it has become possible in our country to develop a culture of love for yourself, your body and your partner. Our BDSM accessories have already gone beyond bedrooms – they are the icing on the cake for the casual image of modern women. As Vyacheslav Zaitsev (a famous Russian cloth designer) said: “I want Russian women to wear my clothes”. So, we want Russian women to look stylish and not be shy about their sexuality. We analyzed supply and demand – including at large marketplaces and sex shops. And we are ready to offer new products that will buy. The 18+ niche in Russia is almost vacant.

What are your plans for this year?

Our mission is to take 18+ products out of a straightforward understanding of their use. Massage oils and candles, erotic lingerie and role-playing costumes, romantic games for two or sets of accessories for foreplay – it's high time to apply everything in life without fear of judgment. Oil makes the skin soft, lingerie gives confidence, and a game with accessories is a pleasure to present to friends for a wedding, who will only say thank you.

Is this the kind of assortment you are ready to present to the consumer in Russia?

Taking into account our capabilities for today – we offer what we are sure of. These are new sensations in the form of oral lubricants, romance in the form of oils and candles with fashionable aromas. Games and possible scenarios already invented by someone for implementation are a very popular category. As practice has shown, it is easier for a person to buy a game with a toy than just a toy. It's not so embarrassing, it turns out. In addition, scenarios in each game provide an opportunity to use the toy more than once. Each new plot is a plus in the creation of trust in a couple. This is how culture is created.

What brand are you entering the market with?

There are 2 brands in our stash so far. These are Avanture and Scenario. The first is for expanding the boundaries of sexual life, the second is for the fulfillment of desires. Each has its own line of products from intimate cosmetics to lingerie and toys. The buyer will have plenty to choose from. Brands are already represented on marketplaces. People vote with their money.

What do you think about federal chains entering the adult product niche?

We are very glad that the giants of the market, far from 18+, are included in our topic. This means that we have a lot of work ahead of us to meet the growing demand. People will start wanting more, they will understand that there are no more stereotypes – it's time to enjoy life. And we will offer an assortment that will give them new emotions. It's so nice!

Press release and answers to questions provided by Egida company.