Special Focus: Admiral, Discover Uncharted Territory

Rings: This includes a three-ring set plus dual and multi-ring designs. All are made of liquid silicone that is soft, smooth, durable and waterproof. A vibrating enhancer is also available and comes complete with teasers and added weight.

Probes: The Silicone Anal Training Set includes two silicone probes that come in unique sizes and are ergonomically curved to enhance stimulation. The Prostate Rimming Probe and Advanced Curved Probe both offer 10 functions of vibration and are also USB rechargeable and waterproof.

Pumps: The Sta-Hard Pump offers an easy to use design with a powerful master grip handle. The Rechargeable Rock Hard Pump Kit offers superior suction at the push of a button. This fully automatic, rechargeable pump features an easy-grip controller for single-handed action and a liquid silicone enhancement ring.

Extensions: The Beaded Extension and Wave Extension are available in premium liquid silicone. Both offer unique textures, scrotum support rings and an open head design for maximum arousal.

So far, customers “are in love with the Admiral collection,” says Colvin. “The collection’s look and feel are different from what is currently on the market. They also like the product selection and price points.”

“Admiral is also a collection that can be promoted all year long but is especially ideal for Pride. The line assortment, packaging and marketing material will draw in Pride shoppers and leave them feeling satisfied.” — Susan Colvin

She points to the liquid silicone material many of the items in the line are made of as a popular sticking point.

“It is incredibly soft and pliable when you feel this material, feeling much like real skin,” Colvin says. “When used in items such as rings and extensions, this material acts as an extension of the body, making it more pleasurable to both partners.”

Something else that pleasurable to partners and retailers? Health and wellness.

“Admiral does target the health and wellness consumer in a variety of ways,” says Colvin. Penis pumps can aid consumers who have erectile dysfunction or have undergone specific procedures. The extensions and rings also offer erectile support.

It isn’t just medical support the Admiral line touts — it’s a boon for retailers with its cross- and upselling potential.

For the consumer purchasing an Admiral probe, retailers have an opportunity to upsell them with the At Ease Anal Lubricant. Because the packaging is similar, it helps the consumer recognize the connection.

“You can do this in-store by merchandising items together or having upsell options like lubricants in multiple areas within the store,” says Colvin.

“Admiral products are also compatible with one another, which helps retailers sell more products,” she adds. “The lubricants are ideal for use with the Lube Tube as well as the probes. The toy cleaner can be used to keep all Admiral products clean. The cross-selling opportunities of this line are endless.”

As Colvin mentions, not only are the cross-selling chances bountiful, but the merchandising options are simultaneously limitless.

“The cohesive collection is best merchandised together,” she says. “It makes a great wall display, end cap or table feature. The colors are bold and inviting, and the product selection offers a variety that appeals to a range of shoppers. Admiral can also be merchandised by product type. Each product type offers several selections, which still allows it a make a statement within a product category.”