Sex toy industry poised to boom in Australia

By Lanai Vasek NEWS.com.au
IT'S a dilemma: What to do when an 80-year-old couple say they want to spice up their sex life and need some help.

And it's one adult retailer Ian Conway-Powell faced when two customers entered his “Simply Risqué” store in the NSW rural town of Wagga Wagga last year.

“The husband said ‘I’ve had prostate cancer and nothing works anymore – but my wife shouldn’t suffer – so we need a hand,’” said Mr Conway-Powell.

“Six weeks later the wife popped in to tell us she’d never had so much fun, and a couple of months after that she was in again to get another batch of toys because she’d worn out all the others,” he said.

Sex-toy sales have skyrocketed in the US as consumers look for cheaper ways to stay entertained on a tight budget - and experts suggest the same boom is set to hit Down Under.

“You might not be able to do dinner and a movie but you can certainly hire a sexy film and make your own fun,” says Fiona Patten, Chief Executive of the Eros Association, representing Australian adult retail and entertainment companies.

“I get at least 3 calls a week from people interested in setting up their own adult store.”

But despite the lure of big bucks, the industry isn't for everyone, according to Mr Conway-Powell.

“If you’re sexually uptight about anything - forget it,” he said.

Other must-haves include good people skills, a proven ability to communicate well, an open mind and vast sexual knowledge.

“We don’t employ any casual staff under the age of 35, because any younger and you simply don’t have enough hands on experience,” said Mr Conway-Powell.

“It’s an extremely lucrative industry. I used to be a bricklayer and I looked at the potential, assessed the turnover figures and knew it was right for me,” he said.

Here’s what you need to get started.

1. Know the law

Regulations surrounding the adult industry vary from state to state and getting to know what you can and can’t do should be your first point of call.

“It amazes me how many people don’t know it’s actually illegal to sell an X rated film in most Australian states,” says Ms Patten.

“And we’re only talking Debbie does Dallas – nothing extremely hardcore.”

2. Speak to an expert

Consulting an expert in the industry before you open your doors is a must.

“Eros is the only .org for adult retailers but there are general organisations such as the Chamber of Commerce and the Retailer's Association that may provide advocacy and information to the adult industry,” Ms Patten says.

“People are becoming more open with their sexuality, and interest in the industry is definitely growing.”

3. Pick a place

“Be sensible and realistic when choosing a location for your business,” says Ms Patten.

Schools and churches are obviously not the best neighbours for an adult retailer.

“If you’re going to be successful then you need to think about the sensitivities of your customers and the local community – and some people are going to want to be discreet,” Ms Patten says.

4. Apply for a licence

Again the legislation surrounding this varies from state to state but in most cases you’ll need a licence from your local council before you can turn up the heat.

“Often someone in the community will oppose your application, but you can always appeal – and 95 per cent of these are successful,” Ms Patten says.

5. Get some gear

Searching around for the right products and wholesalers before you open your doors could make or break your business.

“Do some personal research – try the products out yourself. You wouldn’t run a bakery without tasting the cakes first - the same thing applies to the adult industry.”

“Sexpo is a great start,” according to Ms Patten.

Sexpo attracts more than 200,000 Aussies each year, making it Australia’s largest trade show.

“It’s a perfect way to meet other people in the industry and get to know quality wholesalers,” Ms Patten says.

6. Get buzzing

It’s all about cheap thrills – sex is a good thing, a fun thing,” Ms Patten says.

“We all need sex and that’s never going to change – recession or no recession.”