Jay Kuilder and Steve Mills [pictured right and left, above] have recently celebrated their first decade in business with Esmale and here Jay explains what’s changed – and what’s stayed the same – during that time…
ETO: Ten years in business is quite an achievement so how will you be celebrating this milestone?
JK: It is and I can’t believe it has been 10 years already since we opened the virtual doors of www.esmale.com. We have been celebrating with a lovely team dinner and are now in Spain having a nice break away from it all.
ETO: Will you be promoting the anniversary to your customers and inviting them to share in your celebrations?
JK: Absolutely, without our customers we would not be here. All our registered customers have received a big thank you and we have given them some extra credit in their accounts. All non-registered customers and new visitors are getting extra value by way of a voucher code. We have had some lovely emails, cards and calls from our regulars, all very sweet and much appreciated.
ETO: What prompted you to start the business in 2011?
JK: Both Steve and myself wanted to be more in control of our own professional lives. We have both had some great jobs but we felt it was time to see if we could turn our shared knowledge into something that is our own. We wanted an online-only business because in the back of our mind the dream of operating a business from anywhere in the world with just a laptop and phone was the end game.
ETO: Launching an online store devoted to gay products resulted in you directly competing with some very well-established names – what did you think Esmale could offer that they weren’t offering?
JK: It was not so much that we thought we could offer something different, 10 years ago, even though online retail was already established, my experience in the industry was that bricks and mortar stores were the priority with an online presence attached. Our ambition was to have an online-only offering and this comes with a different focus. Also the store is not just devoted to gay products. Even though we position ourselves as such, we have a very varied customer base with people from all walks of life and different sexualities. A great mix of people looking for pleasure products.
ETO: Can you remember the first item you sold?
JK: Absolutely, when the store went live we were glued to the screens waiting for an order to come in. This took what felt like forever and we were in a slight panic. Then we saw the new order message coming up for an Oxballs ball stretcher, black. YAY! We were jumping with joy and even called the customer telling him he was our first ever customer. Luckily the first of many.
ETO: How did you turn first-time customers into regular customers?
JK: Well, that is all down to a high level of customer service in combination with offering good products at the right price and solid delivery structure. For as much as we can, we listen to any feedback customers have and make changes if required.
ETO: Are your most important suppliers today the same ones who were most important to you when you opened the business?
JK: All of our suppliers are important and there are definitely a few that have been with us from day one. As the business grew, so did our product offering and with that came a lot of new suppliers from all over the world. We now are a full-blown adult store with, in addition to toys, a wide range of fashion, fetish and novelty goods.
ETO: Are there any suppliers you would particularly like to thank for their support over the years?
JK: There are but without risking missing some out there were some suppliers that believed in us from the start and allowed us to trade with them on credit terms from the very beginning. This helped us a lot and the ones that supported us in that way will know who they are. I want to say a massive thanks for the trust and support. Cashflow is always important but having suppliers believe in us as a starting business was great and much appreciated.
ETO: Are your bestsellers of 2021 completely different to those of 2011?
JK: Some are actually still the same. I find it interesting that when giving customers the choice of, for example 200 dildos there is one that captures the imagination the most. We have added so many products in the last 10 years that our products sales sheet does look very different now vs 2011.
ETO: How often do you add new products to the site?
JK: At least monthly but sometimes weekly. There are so many new products coming to the market all the time. This makes it hard to choose what we will or won’t add. We always try to find the right balance between different price points and ensuring every department has a solid selection to choose from. We also like to offer new innovative products and support smaller brands in addition to the more established ones.
ETO: Do you think the sex toy market of today is more innovative than ten years ago?
JK: I think so, yes. People are getting more experienced and learning more about what they would like from their purchase. This is driving suppliers to be more creative in the development of their products. I think some suppliers combine the need of the customer very effectively in their product development. Also new technology is contributing to some great new toys.
ETO: Apart from innovative products and generous margins, what do you look for in a new supplier?
JK: Consistency is important, that stock is available when we need it. I fully understand that stock issues occur and most of our suppliers seem to have a good handle on it. It is also a bonus if the suppliers have good imagery. Product imagery as well as lifestyle shots. This helps in the promotion and sales of the product. As we are online-only we rely on visuals and copy to sell products.
ETO: What happened to Esmale during lockdown? Did you find there was a ‘sex toy boom’?
JK: Well, we were literally on the last flight from Spain to the UK before they cancelled all the flights. Soon after lockdown happened, it was indeed all hands on deck to meet the demand. With less people in the warehouse and an increase in orders, it was a very busy time. In that regard we were very fortunate. Because the bricks and mortar stores were closed it moved people online and we gained many new customers. Some of them remained customers when the stores opened and others went back to the high street stores. I guess some people just prefer to shop and feel the products before they buy. This is great as the whole industry benefits from adult stores on the UK streets.
ETO: How are you coping with the supply chain crisis of recent months?
JK: We are coping okay, it has affected some ranges but we saw it as an opportunity to try and sell some items that had been moving a bit slower. It seems to be getting better again now.
ETO: Overall, do you think running a specialist online store today is more or less challenging than in 2011?
JK: I think it is equally challenging but ‘the game’ has changed a lot in the last decade. With products available everywhere (Amazon, eBay, Social platforms etc) it is key to set yourself apart in some shape or form to keep customers choosing you as their go-to store. I guess you need to make sure that you either offer something unique or uniquely offer something widely available.
ETO: Talking about challenges, how is working and being married to the same person?
JK: Well it turned out to be not that much of a challenge. We had some good talks before we took the plunge. It really helps that we both have very different skill sets. Steve is very organised and a master at running the logistic, day-to-day, and financial parts of the business. I am more future focused in terms of sales, marketing, and setting up deals and collaborations with other organisations. We both let each other do their own thing. From time to time Steve does need to rein me in as I see (or think I see) opportunities everywhere which drives him nuts. Let’s optimise the current situation before we jump into something new, he always says. It pains me to say that he is correct. Overall, it feels great to be partners in crime.
ETO: What are your long-term plans for the business? Have you ever thought about opening a bricks and mortar store, even if it was just a pop-up shop for special occasions?
JK: No, we have never considered this, we have always wanted an online-only store. There are great advantages to having both an on and offline store but somehow it does not feel like something we want. Long term plans are to hopefully keep the growth going and remain focused on reaching our customers and offering them what they want. We have plenty of projects in the pipeline, some to do with the store itself and others more centred around product lines. To be honest, if things remain as they are now we would be very happy.
ETO: Have you considered launching other sex toy specialist stores, perhaps aimed at different demographics?
JK: Well, Esmale is one of four online stores we own. We have two targeted to the adult industry, one which focuses on under and active gear in the clothing industry, and one in the wellness industry. We wanted some stores that are not in the adult industry, as that opens up advertising and marketing potential that is not always available to the adult market. There is one more store in the pipeline and that will be it. After that it is all about making the most of what we have and have fun running it with the team.
ETO: Finally, if you could send a message back into the past, what would the Jay of 2021 most like to say to the Jay of 2011?
JK: RUN! No, I think I would remind myself that Rome was not built in a day. I have this tendency of wanting everything yesterday, again something that drives Steve mad. It takes time to build a solid business and don’t move on to a new thing if the current one has not reached its potential yet. I am much more laidback now.
Sticking to the Rome theme, I would also tell him that all roads lead to Rome. In the beginning I was a control freak and wanted to do everything my way and was not really open to advice/suggestions. No one knows better than me how to run my business right? Wrong! I have since learned, again mostly from Steve, that experts are called experts for a reason and that people can have different ways of delivering the same result. So basically, young Jay, if you are listening, CHILL THE F*** OUT! It is gonna be okay. Oh, and listen to Steve a bit more, he is not just a pretty face!
For more information visit www.esmale.com
