Page 67 - AVN July 2018

One of the first things to focus on, Matsudaira said, is the customer, and that means every customer
down the line, from distributor to retailer to end user. In the days of social media, where interaction can be
immediate, there’s no reason customer feedback can’t be considered at all levels of production, he said.
“This is a business, and at the end of day we are selling widgets aka dildos and vibrators within the
same framework [as mainstream manufacturers],” he said. “Our focus is to deliver an amazing customer
experience. We will be innovative with our products. I will be supportive and focused on developing our
people both personally and professionally.”
Lyons noted part of improving customer service is being clear with the message and brand of Pipedream
Products, as well as to focus more on what happens to products once they leave the company.
“We do a good job of getting products into the hands of distributors and retailers,” he said. “But we
have not been so good at selling through from there. We want to work to be more approachable, as well as
offering support at all levels.
“We have an aggressive plan to put in place,” he added. “But it will grow our name and brand recognition.
We have to be the ‘Kleenex’ of adult products.”
Part of controlling the brand, making it more accessible, responding to customer feedback and doing
things differently is an attitude Broms—who has been designing products since 2005 for the company—is
embracing.
“We want every product we create from now on to have a purpose,” he said. “”If we are making a cock
ring, we want to know why we are making that cock ring. Is it filling a gap in the market? Is it offering a new
feature? Is there a reason for it?”
“PEOPLE ARE THE UPSIDE OF THE BUSINESS, AND I
WANT TO SEE OUR PEOPLE DISRUPT THE WAY THINGS
HAVE ALWAYS BEEN DONE. I KNOW WE HAVE THE
TEAM TO DO THAT.”
—MATTHEW MATSUDAIRA
It’s a completely different attitude, he admits, from the past. Like most larger companies, products are
released twice a year; in Pipedream’s case the major launches coincided with the ANME Founders Shows
in January and July. And it wasn’t uncommon for Pipedream Products to unveil upwards of 300 SKUs at
each show. It’s not a sustainable business model, some team members now admit: many times salespeople
struggled to keep buyers interested in product lines that wouldn’t ship until months after their debut. In
some cases, ranges never shipped at all, because it was time to release a new batch of products.
The focus on specifics, Broms noted, will make it easier not only on employees in various departments at
Pipedream, but also for customers. And it could shake up how things are done. Broms said he would like to
see Pipedream Products make a move to release products as often as four times a year, perhaps even hosting
pop-up events to announce new ranges.
“It would keep the work flow much more even, and it allows enough time for the products to get the
attention they deserve,” he said.
It’s different from business as usual, not only at Pipedream Products, but also throughout the industry.
But Matsudaira and many members of his team feel it will be a welcome change.
“It’s a marked shift,” said Brian Sofer, digital marketing director for Pipedream Products. “The common
thread in every department here now is the belief we are not doing the same old thing. The motto has
become, ‘It’s not business as usual, but it’s better business.’”
Better business is what Matsudaira is committed to bringing to Pipedream Products and the industry.
“I love building businesses and products that are coveted by people all over the world. I enjoy working
hard, delivering results, competing, and being a servant leader to my team. Over the past few years,
Pipedream has struggled. I believe Pipedream has a tremendous amount of potential that needs to be
nourished. I have led billion-dollar business units and the framework stays the same, whether I’m selling
luxury retail products, solving tough problems with technology, or selling dog food. It comes down to
people, processes and product. From my Nordstrom days, I took away the importance of being customer
obsessed. At Amazon, I learned logistics and operations. I was challenged to Think Big to solve big problems
for customers. At Chewy, I learned how to scale a business from startup phase to being a large enterprise,
[which] made history for the largest e-commerce acquisition in history. There is untapped potential at
Pipedream and I’m grateful to be part of this team.
“My focus is building a foundation and culture, where we cultivate the best people, where we are
customer obsessed, and we are working toward our lofty goals that we have set forth for the company. Our
culture is based on collaboration, communication, integrity and grit,” Matsudaira said. “This is going to be
the best place to work, because we have the best talent and the best potential.”
Kristian Broms Named
Chief Design Officer at
Pipedream Products
In other news about Pipedream Products, Kristian
Broms has been named the chief design officer for the
pleasure products manufacturer.
Broms joined Pipedream in 2005 as senior designer
and was promoted to vice president of design in 2011,
where he led the product development and design
team. In his new role, he will oversee all design and
innovation aspects of Pipedream’s products.
“We deeply value all our employees and we are
pleased to watch them meeting such great challenges
and reaching toward an array of newer and higher
responsibilities. Kristian has been a key part in the
success of Pipedream and we are thrilled to promote
him to this important position. This is just one of the
many things that our customers should be excited
about,” said Matthew Matsudaira, chief executive
officer of Pipedream.
“I’m looking forward to working with Matthew and
the Pipedream team,” Broms said. “There has been a
revitalization on how we think about delivering world-
class products to all our customers. Matthew sold
me on his vision for the company and his leadership
is exactly what Pipedream needs. I’m honored and
excited to be part of the team who will take Pipedream
to the next level, and continue to innovate on behalf
of Pipedream’s customers.”
Before joining Pipedream, Broms worked for Phase
One Graphics as a graphic designer. Broms received a
bachelor’s degree in graphic design from Mississippi
State and an MFA in electronic visualization and
film from Florida State University. In his spare time,
Broms can be found spending time with his family,
playing tennis, or hiking trails throughout California.
For more, visit Pipedream Products.com.
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