An old gentleman enters the erotic factory in Lochergut in Zurich and goes straight to the movie corner. He takes a DVD, holds it close to his eye, and examines naked women. Then he turns the cover and reads the back. His expression remains emotionless. He repeats the process several times until two titles convince him: “Gimme a Gangbang 2” and “Sex Island 2”. Despite the free porn online, he goes to the cashier and pays. “I don’t trust the internet,” says the man.
Steve Temperli, 57, general manager of Erotikfactory, is understanding: “Most of the older generation don’t want to deposit credit cards or leave any traces on the Internet. That’s why they come to me.”
Income from sex movies
Tempered belongs to the inventory of the adult industry. She started selling porn on VHS tapes and making good money when she was 20 years old. Then the internet came and flooded the market, she. “Sales of sex DVDs have plummeted. I only do this for my regular customers. But not for very long.” He finds this not only financially distressing, but also ethical: “When it comes to DVD productions, I know who’s behind it. Nobody sees the videos on the Internet.”
Development cannot be stopped. This puts a lot of pressure on some companies. In 2017, Erotik-Markt company had to close 6 of 14 branches in Switzerland. Beate Uhse, once Europe’s biggest erotic band, also went bankrupt. Both companies complained about the drop in revenue from sex movies. But that wasn’t the only reason. Beate Uhse stores were considered filthy. The image deterred customers.
The boom in online retailers started with Corona
Steve Temperli specifically wants to counter this perception. He installed bright lights and painted the walls white instead of red and black. Its shop resembles a pharmacy that aims to suggest hygiene and health. He also turned the main business into sex toys. Since then, vibrators in particular have been filling the case. They come in all shapes, colors and sizes. And look like as few male members as possible. Because: hyper-realistic models sell for less. But the question is: Why should you go to the store for this? Everything is available online – discreetly and shamelessly.
At the start of Corona, Switzerland bought it with a click of a mouse. Online retailer Amorana reported a 78 percent increase in 2020. But the following year already the trend loosened. Sales figures were only four percent higher. Competitor Magic X speaks of a similar development. Both companies justify modest growth alike: Corona pushed digitalization forward, but failed to fill stores. Many still value shopping locally.
“I want prostate massage”
Another client enters the erotic factory in Zurich. Owner Temperli approaches him: “Hello, can I help you?” – “Yes, I want a prostate massage.” “Wow, you know what you want. What makes you think that?” – “My therapist said it’s good for the prostate” – “True, but you should always use lubricant and not be in a hurry! Otherwise, it hurts when you put on something.” The customer buys the product. As she leaves, she emphasizes again: “I’m doing this for health reasons.” Tempered smiles: “The device can also be sexually arousing.”
Temperli says most people appreciate the advice. “Everyone knows how to use a dildo.” But now there are high-tech products that are quickly overwhelmed. “We sell app-controlled sex machines, artificial vaginas with rotating motors and vacuums, and dilators that men push into the urethra.” People should know how to do this. Also, don’t hurt yourself. It also has a personal client theme. The best part of her job for Temperli: “People share their most intimate aspects with me.”
He describes himself only as sexual. “Heterosexual, homosexual: I don’t want to be classified.” Tried many products. “I love the artificial vagina.” Otherwise, it describes itself as very sensitive. “A penis ring, lubricant and massage oil are enough for me in bed.”
Big regular customer
Tempered says she is happy but not carefree. Online retailers are growing steadily and dominating the market. Big companies like WOW Tech Group buy online stores in bulk. “The balance of power is now David vs. Goliath,” the small business owner complains. Due to market concentration, big players determine the prices. Diversity also suffers as a result, according to Temperli: “New sex toy makers die if their devices are not included in the coverage of big companies.”
Given this development, it can be assumed that Temperli feels financially threatened. But the situation is the opposite. It claims to increase its sales by five to six percent per year. “We have a large number of regular customers. From students to retirees.” Also, the erotic factory has a reputation as Sprüngli in the chocolate industry.
What works for Temperli is her increased acceptance of sexuality. He feels how the shame tends to decrease. Mr and Mrs Swiss would have been less afraid of entering an erotic market. “I had a 70-year-old client whose husband recently passed away. He didn’t want a new wife but was still lustful and thought of a vibrator. She was entering a sex shop for the first time when she stopped in front of me. Two weeks later she thanked him in a letter.”