Satisfyer Invests Massively In Retail and Brand Development

06.06.2025 | Bielefeld, Germany – Satisfyer is one of the most successful and popular brands in the field of sexual wellness today. Since 2016, the German company, which is part of the Triple A Group, has significantly increased its market presence thanks to a consistent strategy: top quality at fair prices, continuous innovation and a massive strengthening of brand awareness.

And the company continues to do this by investing even more strategically. In our interview with the CEO of Triple A, Sven Pelka, we found out what the industry and retailers in particular can expect from Satisfyer in the coming months.

What challenges do you currently see for the erotic industry and how does Satisfyer deal with them?
A key problem in our industry is that online customers usually already have experience with our products, while there are hardly any premium offline stores that appeal to new target groups. This is exactly where our strategy comes in: We open exclusive stores in top locations that charge the highest rents in the respective cities – right next to well-known brands such as Apple. In Barcelona, for example, we pay 68,000 euros in rent per month, in Frankfurt 45,000 euros, in Amsterdam 40,000 euros and in Miami over 100,000 dollars for a space of 356 square metres. These locations attract between 6,000,000 and 10,000,000 visitors a year and give us maximum visibility. In addition, many existing shops no longer meet the expectations of younger generations of shoppers. With open, inviting concepts that emphasise lifestyle and a feel-good atmosphere, we are creating a completely new shopping experience. In order to change the market sustainably, we are also investing 250,000,000 euros in the public perception of the sector – among other things, we are cooperating with the largest streaming platforms. A further 500,000,000 euros are being channelled into the development of 1000 monobrand stores and 5000 shop-in-shop systems at top locations. The first stores will open in Europe in May and in the USA in December. By the end of the year, there will be at least 50 monobrand flagship stores, and over 250 by the end of 2026. With this offensive, we are not only strengthening our brand, but also the entire industry: the first 50 monobrand stores alone will ensure direct interaction with around 450,000,000 people per year. This new visibility will drive the growth of the entire market exponentially!

With the 750 million euro investment programme, Satisfyer is sending a strong signal to the industry. To what extent does this initiative reflect your strategic mission?
Our investment programme is the result of five years of targeted preparation. It was precisely for this step that I was brought on board as CEO with previous sales responsibility of 2 billion euros. Now the time has come to realise our vision for the industry – and I am delighted to finally be able to talk about it.

500 million euros are to be channelled into free retail store investments. How exactly can retailers visualise this support and what advantages do these investments offer for bricks-and-mortar retail?
We actively support retailers by increasing margins for our partners and investing in existing stores – at our own expense. In this way, we are also bringing the high-quality monobrand store experience to established sexual wellness businesses. And best of all, we don’t ask for anything in return or exclusivity. Our goal is to strengthen the entire industry and take the shopping experience to a new level for all customers. Apart from an increase in margins for bricks-and-mortar retailers, prices will remain unchanged. However, from May, our products will be cheaper in physical stores than online. We are thus solving one of the biggest problems in the industry – without reducing retailers’ margins. They will benefit from this change in both absolute and percentage terms. Only as a manufacturer and brand owner could we develop such a concept and implement it over the years. And this is just the beginning!

In addition to the retail investments, you are planning 250 million euros for targeted brand building. What specific measures are you focussing on here and how would you like to redefine the Satisfyer brand experience?
Yes, we are investing 250,000,000 euros specifically in reshaping the perception of sexual wellness. We will already have a massive presence on leading streaming platforms such as Netflix, Amazon Prime and HBO this year. This visibility will take the topic out of its niche and make it accessible to a broad audience. A special highlight awaits our VIP partners: Even before the official world premiere in Barcelona, we are inviting them to an exclusive, week-long luxury cruise. There we will present the entire investment, our detailed plan and the many opportunities to benefit from it – without our partners having to invest themselves.

The adult market has changed dramatically in recent years, particularly as a result of increasing digitalisation and e-commerce. How is Satisfyer positioning itself in this change and what role does stationary retail play in your strategy?
Brick-and-mortar retail in the sexual wellness market offers enormous potential. It is a key component of our overall strategy and, thanks to our investments and innovative concepts, will become a valuable channel for reaching new target groups and changing the shopping experience in the long term.

What new products can retailers and consumers expect from Satisfyer in the coming months? Are there already plans or projects you can share with us?
This year, we are launching around 100 new products from Satisfyer and Fun Factory. Our focus is on combining our innovative patents – 150 of which we have already developed and acquired. One highlight will be the fusion of pressure wave and Stronic technology – the ultimate toy, which we will be presenting for the first time at EroSpain in Barcelona.

What is your vision for the future of the adult market and how would you, as one of the leading brands, like to contribute to realising this vision?
Our aim is to open up the market to an even broader range of consumers. We are the only brand prepared to invest for the long term – with 750,000,000 euros and a well thought-out overall concept that enables sustainable growth for the entire industry.

A sustainable approach is also becoming increasingly important in the erotic industry. What measures does Satisfyer take to integrate sustainability into its products and processes?
Sustainability is an ongoing process. This month in particular, we are introducing our new packaging, which produces over 75% less waste. We are also presenting a new product line without permanently installed batteries. Change is inevitable – and we are implementing it consistently for the sake of the environment.

You have the last word…
We look forward to working with our partners to bring the industry to where it feels it is already – but has not yet arrived in terms of turnover. We can only do this together. That is why we are reaching out to everyone and asking for nothing but one thing: to work together instead of against each other!