“The aim is to ensure that every European has a sex toy in the bedside table”
The EasyToys company in Veendam (eastern Groningen) has developed into the largest supplier of erotic products in the Netherlands. A large investor has now taken shares in the company to develop it into one of the largest companies in the world in this field.
EDC Retail, best known in the Netherlands for the EasyToys brand, is receiving a capital injection from a renowned investor, enabling the company to grow faster towards a global player, reports the GIC. It is not known how big the investment in EDC Retail is.
With the growth money, the erotic giant can pursue its ambition to expand its position as the top three player in Europe and become a global player within a few years.
The first step was taken immediately by entering into a partnership with wholesaler Eropartner Distribution. Together with that company, they are looking at how the industry can be professionalised from a “sexual wellness” standpoint.
“The aim is to ensure that every European has a sex toy in the bedside table,” says EDC director Eric Idema. “In addition, as a sexual wellness specialist, we also have an educational role to help people enjoy love and eroticism more.”