Page 20 - AVN Intimate Fall 2019

BUSINESS
EDC FLEXES RETAIL MUSCLE
Distributor takes over Beate Uhse Group websites
≥ BY BETTY KNOWLES
EDC, the company behind
EasyToys.nl and the largest
secured creditor of Pabo 4.0,
announced on July 11 that it
had agreed to the acquisition of the
e-commerce activities of the Beate Uhse
Group out of the bankruptcy of Pabo
4.0. With the planned acquisition, EDC
became one of the biggest online adult
toy retailers in Europe. With more
than 100,000 visitors a day and a range
of 14,000 erotic articles, EasyToys.nl
is already the biggest webshop in the
Netherlands and Belgium. Under the
terms of the acquisition, the joint venture
of EDC will operate all of the Beate Uhse
online outlets:
Pabo.nl, Pabo.be, Beate-Uhse.com and
AdametEve.fr.
The demand for adult toys has
increased enormously in recent years.
EDC had an annual turnover of more
than 21 million Euros in 2018 with
an average growth rate of almost 300
percent in recent years. Online shopping
is increasing in popularity, and online
purchases on European retail sites have
increased by an average of 15 percent in
recent years.
The European company Beate Uhse
Group is a specialist in adult goods with
the largest online platform for erotic
articles and an extensive range of 30,000
products. For 28 years, the company built
a leading position in the erotic industry
Counting the Days EDC is ready for the holiday season with its 2019 Naughty & Nice Advent Calendar, offering 24 erotic items, each of them in the colors of black
or gold, that are presented a logical order to build up the excitement until Christmas.
which we have invested in the structures to allow for international expansion. We are particularly
pleased with the acquisition of the e-commerce activities of Beate Uhse. This is a powerful brand in
Europe with a large market share, particularly in France and Germany. The infrastructure of EDC are
set up highly efficiently, which means that we think we can offer the company a bright future with us
and let it grow further. Within three years we expect to realize a turnover of 50 million on an annual
basis with the new company structure.”
‘The demand for adult
The Holland-based company is offering something special for the holidays: the 2019 Advent
Calendar—a Naughty and Nice collection featuring a special Black & Gold Edition. The calendar offers
toys has increased enormously in recent years.’
a 24-day countdown to Christmas.
EDC Wholesale debuted its first Advent Calendar in 2018, and it sold out in no time at all. This year,
EDC created a new design for the limited-edition box that includes 24 erotic items, each of them in
the colors of black or gold. The concept for the calendar is a big storybook that opens up and reveals a
world of pleasure and excitement.
through Pabo.nl
in the Netherlands, Pabo.be in Belgium,
Beate-Uhse.com in Germany and
AdametEve.fr in France.
EDC is the company behind
EasyToys.nl, the biggest retail site in
the Netherlands and Belgium. Based
in Groningen, EDC has more than 140
employees. In addition to EasyToys.nl,
EDC manages several sites with erotic
articles.
Eric Idema, owner and director of EDC,
said in a company statement, “Within
EDC we have experienced tremendous
growth in recent years, as a result of
The cover of the Advent Calendar is designed with paint in a vibrant marble-look style.
“We created a completely new design within the same format as last year” said EDC designer Hester.
“The concept of the outer box and inner gift boxes are the same. We changed the print design and
selected new products to create an element of surprise, offering the perfect high-end Christmas gift
that consumers can look forward to each year, wondering what the new design will look like We are
planning to offer something new and exciting every year, starting with this year’s special Black & Gold
Edition. I wanted to create something unique that would upgrade last year’s design. I think I reached
my goal this year, but I know I will have to come with something spectacular again next year. So I’ll
keep challenging myself to create something remarkable year after year.”
The 2019 Naughty & Nice Advent Calendar offers 11 high-quality sex toys, five cosmetics and
lubricants, four soft bondage items and four accessories, and fun items that are presented in a logical
order to build up the excitement until Christmas. The Advent Calendar offers items for both him and
her.
To order the Naughty & Nice Black & Gold Limited Edition Advent Calendar, contact an EDC
Wholesale sales rep by emailing sales@edcwholesale.com.
20 | INTIMATE | FALL 2019