SE Interview: Cheri Curry updates legacy Tantus brand

In the six years that industry veteran Cheri Curry has been with Tantus, she’s become their Director of Sales & Marketing and has contributed 30 new SKUs to their impressive inventory of medical-grade, body-safe silicone products.

(Note: This story appears in the February 2024 issue of SE Magazine) 

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cross its 25-year history, Tantus has remained committed to medical-grade, body-safe silicone products and inspiring concepts in user-centric designs. Maintaining a guiding principle of “meeting you where you play,” the brand’s legacy of high-quality products of exclusively North American design and manufacturing carries through to today. Building on this reputation, exciting developments in the focus of Tantus have given the brand a new feel under the leadership and direction of Cheri Curry.

Curry’s background before coming to Tantus is exceptionally varied, providing her a number of nuanced perspectives when it comes to the manufacturing of adult pleasure products. In addition to having worked previously with a number of beloved brands in the industry, Curry has experience working in other retail spaces, as well as in marketing. In fact, she reveals in her SE Interview that she owned a multimedia marketing company and digital recording studio for 19 years, and she had the privilege of designing instruments for some successful musicians. Even more surprising, Curry also worked in private aircraft sales and, for five years, for the US Department of Defense, where she learned to quality control manufacturing processes. 

STOREROTICA: What is Tantus known for historically and how will the brand continue to expand?

Curry: Tantus was largely created because there was a gap in the market for pleasure products made of medical-grade silicone. We’ve come a long way since then, but one thing that has remained constant is our commitment to being an industry leader in manufacturing quality, body-safe silicone products. 

In addition to medical-grade silicone, we were at the forefront of a few different original product designs that are popular to this day, and meeting these innovation gaps in the market was also part of the inspiration behind Tantus’ founding. For example, Tantus was the first company to introduce the concept of a scale-up pegging kit, which features everything you need to get started: two dildos of increasing sizes, a harness and so on. Tantus is also the company behind the strapless strap-on design. 

To this day, we continue to innovate in ways that meet consumer needs. For example, Tantus is the only company to offer a full suite of silicone impact tools. Within the impact tools category, silicone has several advantages. First, it provides a weightiness that enhances energy transfer, offering a unique combination of thudd-y and stingy sensations. Silicone tools are also easier to clean than leather or faux leather, and since many of Tantus’ silicone impact tools feature insertable handles, they’re perfect for play involving bodily fluids. 

Our modern guiding principle at Tantus is “meeting you where you play,” and that is one of the ways in which we honor Tantus’ legacy of innovation and thoughtfulness. A central part of Tantus’ DNA is also our North American design and manufacturing, which we’ve ensured remains a priority and a constant to this day. This has been key when it comes to effective product quality control and producing innovative, reliable, user-centric designs.

STOREROTICA: What is your background in the adult industry? What are some of the other brands you have been with, and how did those brands lead you to Tantus?

Curry: My journey in this industry began at Sportsheets. Tom Stewart, the CEO at Sportsheets, was a huge inspiration and became one of two of my industry mentors (the other being the late Larry Garland). Tom believed in me when I wasn’t even sure where stepping into the adult novelty world would take me. He was a huge encouragement and the source of many hours of laughter. He coached me through learning about the unique industry customer base, listened patiently to my ideas and urged me to be unabashedly creative when presenting products. At Sportsheets, I learned a lot about innovative marketing, branding and product design, as well as positioning in the industry, and I was a heavy-duty road warrior on top of running the sales department. 

Then with my next industry role at ID Lubricants, I was given the privilege to learn about ingredients and consumables. I already had a deep background as a project manager for a critical contractor with the US Department of Defense in best manufacturing processes. At ID, I was exposed to what it was like to manufacture liquid products and consumables, and that’s where I was able to walk out my experience in private labeling. I also had a brief stop-off at Topco before I was recruited by the founder of Tantus to join their company. In early summer, I will have been at Tantus for six years. 

When I came onto Tantus, I made it a priority to not only welcome but also act on consumer input. I also focus heavily on retail trainings, and educating and providing consumers with quality products at an accessible price point, no matter what kind of play they’re looking for. 

Prior to joining the industry, my background has been a bit varied. I owned a multimedia marketing company and digital recording studio for 19 years. I wrote copy for corporate training videos, commercials and print, as well as casting. I was privileged to work with some of the most influential musicians of the ‘80s and ‘90s, designing their touring keyboard rigs and soundboards. From there, I was a private aircraft sales and acquisitions professional, making cold calls to chief pilots and owners asking for listings. My final stop on the way to this amazing industry was working as a project manager for the U.S. Department of Defense for five years. 

“Fostering relationships with retail and distributor partners has been key to Tantus’ progression over the past few years. When we look at any relationship, we all want someone we can rely on, and I take that seriously. I think, at this point in Tantus’ evolution, we’ve achieved a foundational equilibrium that makes us a reliable partner to our retail/distributor customer base. I feel like I can finally exhale, and survey what we’ve been able to achieve. There’s always room to improve, of course, and going forward, we will continue to improve.”

 

– Cheri Curry 

STOREROTICA: How hard is it being both a one-woman show and a mother?

Curry: In terms of being a one-woman show, I don’t look at it as being hard, I look at it as being an opportunity to stretch out, influence and grow in all the arenas that drive a company forward, to transform a company into a brand. 

Everything is hard — but it’s all about perspective. I try to do things with joy and curiosity across every area of my life, and that’s how I operate as the head of Tantus’ industry efforts. I’ve found that having this mindset really helps open the door to better choices and more clarity. 

As far as juggling work and being a mother, just like everything else, it’s about scaling up. The responsibility of being in charge of a human and impacting his development into the fine man he has become has taught me so much about how to be responsible for a company thriving. It’s the same idea. 

Beyond that, my son has impacted me enormously in life, which in turn has impacted me as a businessperson. One core value my son and I have with each other is complete honesty, and that is also an essential driver to my character, in business and in life. Tantus has such a reputation for authenticity and congruence, and that is something that I reflect. The business part of me and the human part of me are the exact same person. This authenticity and integrity has gone a long way in helping to create an environment where we as human beings and business people are able to really thrive. 

STOREROTICA: How has Tantus evolved already under your direction?

Curry: While honoring the original legacy and DNA of the company, I have also been focused on winning back shelf space, as well as cementing our retail and distributor partners’ confidence in where the company is going. 

When I came onto Tantus, I made it a priority to say “yes” and “thank you” to training invitations, be on the road as often as possible, listen to customer feedback and act on it. I then curate tangible, results-oriented support for each retail and distributor partner I work with. 

Fostering relationships with retail and distributor partners has been key to Tantus’ progression over the past few years. When we look at any relationship, we all want someone we can rely on, and I take that seriously. I think, at this point in Tantus’ evolution, we’ve achieved a foundational equilibrium that makes us a reliable partner to our retail/distributor customer base. I feel like I can finally exhale, and survey what we’ve been able to achieve. There’s always room to improve, of course, and going forward, we will continue to improve. 

It’s also really important to thank our ownership and growth partners for giving me the agency to stretch out, bring designs to the table and impact the direction of this legacy brand. This has been an enormous privilege, and has had a huge impact on how much Tantus has been able to grow in the past few years. 

STOREROTICA: How many SKUs have you introduced to Tantus? What are some new releases?

Curry: Personally, I’ve introduced 17 new SKUs. Some of the new releases include our Apothecary collection, our new Vow and Confess impact tools, our 30 foot rope in three colorways and patterns and the non-realistic colorways for the Tantus On the Go packer capsule, all of which have been garnering really fantastic feedback. We also had established forms that we rolled out new “mid-century-inspired” colorways for that have had enormous success in the market. So, with the new colorways, it’s closer to 30 SKUs that I’ve introduced in my short tenure at the helm of Tantus. 

 “I’m just so grateful to have the longevity that I have had in this industry, to have the privilege of my hand in this legacy brand’s next steps and creating deep friendships in a community that really cares about one another. Every step of the way, I’ve had individuals step up to walk next to me when I needed support, or cheer me on when I needed encouragement.”

 

– Cheri Curry

STOREROTICA: What can you tell me about the Apothecary line?

Curry: Tantus’ recently-released Apothecary brand, inspired by mainstream trends in the cosmetics space, focuses on incorporating clean ingredients, natural scents and an affordable luxury feel. We understand that, especially in an economic downturn, people want to feel like they get to have a touch of luxury in their lives without breaking the bank. The Apothecary Collection offers an elevated experience that intertwines sensation, scent and beautiful packaging with kink. From the Apothecary Collection, the After Care Cream with Arnica & Chamomile, vegan leather and tobacco-scented Spanking Cream and Fisting & Masturbation Cream are all formulated with clean ingredients, featuring apothecary-style, gender-neutral packaging that will appeal to those looking for a great experience without stretching their budget.

STOREROTICA: What products and product lines are you focusing on moving forward in 2024, and how does past performance impact what you work on next?

Curry: Internally, we spend a lot of time unpacking what works and what doesn’t work, and that allows us to create products and marketing assets that meet the demands of the market. 

Going forward, we’re planning to streamline our products offered, as well as add capsules and collections of products that fill in gaps in our repertoire in 2024.  Additionally, we have some big things in the pipeline I’m very excited to unveil. We have an exciting marketing theme we’re looking at for 2024, called “The Art of Pleasure,” which will showcase Tantus’ status as a pleasure revolutionary. We’ll also be introducing new retail marketing programs and sales tools that celebrate our steady and loyal customer base. We’re looking forward to sharing more details on that in the coming months. Additionally, we plan to update our vision and north star values to align with the evolving priorities of the Tantus brand. During my tenure with the company, Tantus has been dedicated to elevating every aspect of our operations.

STOREROTICA: A lot of retailers say that 2023 was a challenging year for them because of the state of the economy. Being a high-end toy line, what challenges and advantages does Tantus face?

Curry: Tantus is a brand that offers affordable luxury. While the pricing can be a stretch, there’s also a balance between quality and price, and we try to make our products as accessible as possible. 

A few ways we combat the economic downturn as an accessible luxury brand: we promote “hero” SKUs, we utilize modern branding and we effectively communicate product differentiators within marketing assets, so consumers have less temptation to trade down on price. 

STOREROTICA: What are the possibilities of silicone?

Curry: Medical-grade silicone is hypoallergenic, durable and easy to clean. The benefits of silicone have been endlessly documented, and years of consumer education have paid off, as the advantages of silicone are quite well-known amongst pleasure product shoppers and end-consumers as compared to a few years ago. 

STOREROTICA: Why is sex education so important to Tantus and how do you enact that value?

Curry: Sex education is crucial to Tantus. With the rise of individuals exploring various types of play influenced by movies and online content, education becomes paramount. In addition to education through our packaging, copy and marketing materials, retail stores play a crucial role in providing valuable and reliable information. Tantus believes in the power of communication, emphasizing that the sexiest thing one can do is talk, followed by listening. There is a current gap between people seeing something they want to try in online content, and having the proper training and understanding to explore that activity in an informed manner. Retailers committed to offering informative education on different kinds of play are essential in addressing that gap. 

STOREROTICA: Is there anything else you want to add?

Curry: I’m just so grateful to have the longevity that I have had in this industry, to have the privilege of my hand in this legacy brand’s next steps and creating deep friendships in a community that really cares about one another. Every step of the way, I’ve had individuals step up to walk next to me when I needed support, or cheer me on when I needed encouragement. I have never felt more affirmed than I did at this latest ANME show in January 2024. It was also an incredible honor to have won the WIA Woman of the Year Award at this year’s XBIZ Exec Awards. The WIA Award was a category full of powerhouse nominees whom I’m proud to call my colleagues and friends. I feel truly grateful to be an integral part of this amazing industry, and to be valued as such.

For more information, visit tantusinc.com.