(Note: This story appears in the April 2023 issue of SE Magazine)
The STOREROTICA Interview showcases Barbara Cook, CEO of Pipedream. In this SE interview, Cook tells us about Pipedream 2.0, what she learned from Nick Orlandino, Pipedream’s original CEO, and where she plans to take the company in the months to come. Cook took the helm at Pipedream at the end of September 2022.
SE: You have headed several businesses before your positions in the adult industry, correct? May I ask how many?
COOK: Seven as global president, CEO, and division President of various businesses including T-Mobile Europe, Gap Europe, and Starbucks
SE: How long have you been in the adult industry, and how did you initially get involved in adult retail?
COOK: I have been in the adult industry since April 2019. I was previously CEO of Lovers and then took over Yandy, as we sold it to Playboy. So, I initially got to know Pipedream as one of my vendors.
SE: How was this opportunity with Pipedream initially presented to you?
COOK: Very conventionally, I got a call from a recruiter representing a PE group. I was excited about the prospect, because I knew how magical and healthy this sector is, in terms of joy, freedom, empowerment and inclusion. I find this industry to be extremely gratifying. Of all the industries I have worked in — including food, technology, and fashion – this is the sector I have found to be most collaborative, supportive, and welcoming. I think it might have to do with the fact that it is a smaller sector than I have been used to, so perhaps people feel closer and more bonded because of that. I find it a fabulous place to be with a lot of wonderful people.
“Of all the industries I have worked in — including food, technology, and fashion — this is the sector I have found to be most collaborative, supportive, and welcoming. I think it might have to do with the fact that it’s a smaller sector than I have been used to, so perhaps people feel closer and more bonded because of that. I find it a fabulous place to be with the fact that it’s a smaller sector than I have been used to, so perhaps people feel closer and more bonded because of that. I find it a fabulous place to be with a lot of wonderful people.” – Barbara Cook, CEO of Pipedream
SE: How does it feel to be the first female CEO in the history of Pipedream?
COOK: Over the years, I have often been asked, “Are you the only female? – or, How many women are there on the board?” It saddens me that this is even a conversation today. I have daughters, and I hope, just like our son, they just see themselves as equal-to. Hopefully, we are getting closer to a world where creed, gender, ethnicity, etc. does not have to be a constant discussion. The quality and the value of the person that you are with should be the overwhelming memory we take from any situation. That is the way I try to look at it, but there are of course times when, even though my signature says, “Barbara Cook,” I get emailed Dear Mr. Cook, because certain people still assume a CEO must be male. A few years ago, I walked into a boardroom in New York where I was the guest speaker, and one of the attendees automatically assumed I was a server. He actually turned to me and said, “I’ll take mine black – no sugar, please.”
SE: Oh, wow.
COOK: But for me, personally, I honestly do not think about it. I just hope that in sisterhood, I represent women well and that I can be a role model for my daughters.
SE: Do you think that you, specifically, will be able to bring something unique to the direction of Pipedream, which has historically been run by men?
COOK: What I bring, which I think any business can lose sight of very quickly, is the customer’s perspective. Having worked in the customer-facing space all my life, I have always viewed the businesses that I have run from the customer-inwards, as opposed to the business-outwards. I absolutely know, from customers in the industries that I have worked in, that this is not a traditional way of looking at the world. I’ve always believed that your customers are the best thermometer for how healthy your business is.
SE: What would you say is the customer base for Pipedream?
COOK: We have two types of customers in the traditional sense: We have distributors, and we have retailers. But ultimately, our customer is the end user. I would describe our consumers as “adventurous explorers” that span all ages. I have yet to prove it, but it seems to me that consumers go on their sexual journey with us: they start with products that are more mainstream and move on, as they become more adventurous. They know that they will get quality with us. They know they will get the assurance that the products are not only unique and well-made, but that they are safe. We’re going to be 50 years old this year. If you look at the products and their evolution over time, and you look at how our business has been performing, it is clear that we’ve taken customers on their journey with us, as well as attracted new ones.
SE: Nick Orlandino was such a larger-than-life figure during his time in the industry. You had the chance to speak with him before he passed in January; what was that conversation like?
COOK: There were several conversations. When I spoke with Nick, I asked him, “30 years ago, what was in your heart? What did you want for this business? What was that ‘pipe dream’? I want to hear from you, so that I can learn from that and make it relevant for today.” He was shocked. I do not think he expected that at all. It felt like he thoroughly enjoyed those conversations, because they reminded him of what his journey had been. I’m glad I had a chance to do that before his life tragically ended earlier this year.
SE: What were your first orders of business when you took over as Pipedream CEO?
COOK: I spoke to all our employees. I had 15 minutes with every single employee to find out what they do and why they are doing it. From there, we doubled down on exactly what we were known for and respected for, which is the core Pipedream business. My second week on the job we went to EroFame in Germany, and I got a crash course on the Pipedream business. When we spoke to our customers in Europe that week, I asked them what they felt we were missing. These businesses do not work in a vacuum and listening to our partners and friendly competitors is an essential part of this industry. We are part of an ecosystem that is at its best when we all work together. Everybody stumbles and falls occasionally, and you need help from your friends to get along. I know our customers wanted more from us. I went to see them, I sat and listened to them, so that I could start my own relationships with them. I think if you ask the people in our ecosystem, you will hear very consistently that as the world has changed in recent years, they appreciate that Pipedream is changing with it.
SE: And if you could summarize it, what would you say it is that Pipedream 2.0 is building from?
COOK: I want Pipedream to be a great place to grow with, whether you are a customer, supplier, or an employee.
SE: Along the lines of returning to the roots of Pipedream, what was it like for Pipedream to come back to ANME?
COOK: Being back at ANME felt right for us and we were happy to be back at the show. We had a much smaller booth than anything we had ever done, but the way Kristian (Chief Design Officer) designed it, using digital enhancements and holograms, allowed us to show products in an inventive and relevant way.
SE: How would you define your opinion of, and approach toward, adult retail?
COOK: Acceptability, openness, and respect. The industry encourages transparency and respect for individual preferences which aligns with my personal beliefs and feelings. Sexual health and wellness are akin to mental health and wellness in general. Life is here to be enjoyed and we want to do whatever we can to support people’s joys and wishes.
SE: What is something you see lacking in the adult industry now, that you think Pipedream could supply?
COOK: Pipedream has always been known for cheeky and unique products, and continuing to build on that is what we stand for and what our customers expect from us.
“Pipedream has always been known for cheeky and unique products, and continuing to build on that is what we stand for and what our customers expect from us.” – Cook
SE: You mentioned several dreams you are realizing for Pipedream. I am wondering who else you are planning to work with to help actualize those dreams, within the business as well as in the industry?
COOK: As Churchill said, “He who ignores history is condemned to repeat it.” I want to know everything. I am listening to the customer, to history, and galvanizing the talent that we have within the business. We have some phenomenal people who’ve been with Pipedream for a long time. Lori Scott, Rob Phaneuf, and Kristian Broms have all been with us for a couple of decades. We have recently inserted a Product Lifecycle Management (PLM) team to improve our logistics and I really value every member of our wonderful staff.
SE: Speaking of Kristian Broms, what can you tell us about him and his critical role as Chief Design Officer?
COOK: He has so much knowledge, not only as an archivist for the business, but also in being a highly talented creative team member. He is a European, like I am, so we have many natural places of organic connectivity. I have huge respect for his knowledge and experience.
SE: What are you telling retailers and distributors right now about the future of Pipedream?
COOK: That we are partners in every sense.
SE: I had several questions prepared about you specifically, but you would prefer we keep our conversation to Pipedream itself.
COOK: I believe my role is: showcasing the business, the talent, and the people, not making it about me.
SE: What else do you hope to accomplish in your career, or do you feel that you have achieved it?
COOK: Never! I am a student of life and I have a very genuine desire to learn and grow. I also want to give back by sharing the learnings of my past experiences. In order to be relevant to the world that we operate in, I am eager to build relationships and work on new ways that we can improve our business with our partners and customers. There is so much more to learn and do — and may that never end.
For more information, visit Pipedreamproducts.com.
